Why do the official microblogs of training institutions prefer social topics?

One after another social topic to help maintain enough active microblogging, in addition to media, Gangzhi, the road "brick home", there are some training institutions of the official micro also participate in it, and even occasion marketing. Yesterday, Weibo has a modest social topic-the Red Cross officials Micro-blog the night before yesterday, "Gansu Red Cross to Min County Zhang County earthquake disaster Area emergency transport value of 194,400 yuan of mineral water 1900 boxes," a single bottle of mineral water price of more than 4 yuan, the implication of which or implied corruption. "Red will give the Watergate" on the micro-blog caused widespread transmission, the judicial examination institutions of the universal education also issued such a micro-blog, "194400 yuan/1900 boxes/24 bottles = 4.26 yuan/bottle, good water!" Sticking to the social hot spot is a lot of training institutions, the practice of the official micro-knowledge network has previously reported that the data tell you: how several listed companies operating micro-blog? , statistics of eight listed companies April October-May 9th, one months, the number of micro-blog, type and so on. Several of them are involved in social issues in varying degrees, the number of social topics in Noah's boat reached even half of the total number of tweets (138/287), and the proportion of learning (22/54), Hong Cheng Education (60/93) and New Oriental (106/416) was also not low. It should be noted that the above statistical time period contains Yaan earthquake, the agency officials micro-more or less will participate in, or gesture or blessing, the other social topics include avian influenza, food safety. It has nothing to do with the main business, why is the training agency officials often involved in social topics? A microblog marketer told the network, "there are two main reasons, first, these official micro-general active degree is low, 100,000 of fans issued by the microblog is often 0 forward, social topics relatively easy with active degree; the second is that some of the official micro-outsourcing to third-party marketing companies do, there are micro-BO original number of assessment, Weibo on the largest number of social topics, often easy to get dine. ”