Where do microblogging marketers go?

2013 is about to pass, the enterprises also to do the next year planning. Compared with other departments, engaged in social marketing work colleagues may inevitably feel confused. The microblogging boom has been increasingly diluted, micro-credit officials on the strict restrictions on marketing, business owners are no longer infatuated with the simple digital games, which will inevitably let many rely on micro-blogging operations for a living nervous heart: Once the company no longer value micro-blog, their career development where to go?

In fact, Weibo's potential for business marketing has been quite apparent in 2013. Compared with previous years, the 2013 Weibo hot topics, the vast majority of social events, as well as films, such as the nature of the dissemination of the advantages of the event occupied. The commercial spread of corporate branding attempts, even if the Weibo official topic list resources support, the final success of the case is still very few. What is really remembered is only Coca-Cola nickname bottles, Roseonly and so on a few. Of course, there must be a lot of micro-blogging platform is not a night of red, everyone knows, but the price is higher, silently muffled rich small brands, but these can not actually statistics out of the case, is not to convince your business owners to maintain confidence in micro-blog and continue to invest in the budget.

So as a practitioner, how can you add protection to your future career plans?

First, the most important thing is to have socialized thinking. The biggest value of Weibo is not in the vast number of users, if only this, then this is at best a CCTV on the internet, it is important, but not subversive. Its real meaning is to make business and the audience equal, which subverts the traditional way of communication and interaction, and this subversion is irreversible. To the electric business, for example, if today Taobao, Beijing-east, Suning and other platforms collectively disappear, have been accustomed to the home to do everything in the world of you, will you convince yourself to return to the traditional shopping model? Obviously, this is not realistic, because online shopping has become the daily life habits of people. Social thinking is the same, when people have become accustomed to an equal, transparent, free interaction, even if the microblog disappears, they can no longer return to the passive access to information life. Similarly, no matter what new social platform in the future replaces Weibo, as long as you have this way of thinking, you can in the shortest possible time to adapt.

In addition to the socialization of thinking, the cultivation of some form of content original ability, but also the future of the most important professional ability. Where a social platform can produce miracles at any time, the so-called skills and experience are not important, but may become a burden to imprison your mind. At the same time, with the Vertical field subdivision, the importance of quality content even exceeds the channel to some extent (not to say that the channel is not important). What is said here does not mean Blockbuster's big idea, but rather the regular content that can be produced consistently. The so-called Big idea, really want to hold hard to think, each team always come up with one or two good ideas, but this kind of contingency and unsustainable creativity, the significance is not. Just as everyone is talking about the genius of Durex's torrential rains in Beijing, but without the constant accumulation of regular content of the day, this event may attract attention in a short time, but it is impossible to turn this attention into a perennial fan. In today's increasingly fragmented areas of the vertical, even if not blockbuster, the positioning of accurate, unified style of continuous content gathered by the audience, but also enough for you and your business digestion. As for the content of the form, as the article can be achieved to leave a few hands, Ghost Foot Seven, make video can make call Beast Ishan, by talking can also hold red Lo Zhenyu, as long as you can play your director, always catch the part of your people.

In the end, it is more of a future-oriented data analysis capability. Since the development of social marketing, data statistics have become the standard function of all kinds of social tools backstage. This means that once-subjective judgments in social marketing will become more objective with detailed data support. At the same time, those who are not good at creative enterprises can also through data analysis, some of the mundane content of the effect of monitoring and adjustment, in the audience to produce corresponding impact. Shiny ideas are important, but simple data support is the basis. This is like battle, Goonies is fascinating, but to win a battle, always be odd and complementary, but not the whole pinned to the trap road. The so-called good fighter without illustrious, in micro-blog, the basic operations continue to do the ultimate, so that the real money to earn a small brand, far more than relying on the big ideas to attract eyeballs to achieve success of the enterprise much more. In this regard, qualified practitioners may wish to do more with the Internet companies to do products and operations professionals to learn more.