How to do a good job in the daily operation of Weibo marketing.

Ask yourself, what an enterprise ultimately wants is not the number of fans and forwarding volume, but the actual value brought by Weibo (fans), which may include sales volume, traffic, exposure, brand, crisis resolution and so on. But when enterprises try to achieve these goals, they can't achieve their expectations. What's the problem? There is nothing wrong with the platform itself, but I think the question is whether the enterprise has dual operating systems of Weibo Marketing, namely internal system and external system. Internal system, the establishment of Weibo's own operating system Weibo is a slow-moving marketing channel. Some people say that content is king, others say that creativity is king. But no matter who is king, the effect of Weibo marketing needs to be gradually accumulated, and the competition in this process is the operational ability. From account opening, the accumulation of the first fans, the creation of content, the outbreak of creativity and customer service, the enterprise aims to attract fans, retain fans and tap their value. It is impossible to maximize the marketing value of Weibo only by relying on content or creativity. In order to ensure the normal operation of enterprise Weibo and continuously generate value, we need an operation flow system, from which we can clearly see what work Weibo has to do, how many people are needed, how to do it and how to do it better. The most important thing is to ensure the orderly and stable operation of the enterprise Weibo, which will not be stagnant or affected by the change of people. For enterprises, stability is more important than anything else, and only the system can guarantee stability. When I first started to run Weibo, the editor of Weibo went back overnight because of something urgent at home, and didn't receive her message and email until she went to work the next day. No choice but to temporarily arrange another person to operate for one day. As a result, I received a phone call from the leader that afternoon, saying that the content in Weibo was a bit confusing and the style had changed a lot. I just remembered those content planning, release time and fan interaction requirements. I had oral communication with the original editor-in-chief, and no normative guidance document was formed. The temporary person in charge doesn't know. Although there was no disaster this time, I deeply realized that a standardized operating system must be established to facilitate the coordination and unification of all work. For example, content planning involves daily Weibo content, including enterprise-related content, product content, public topics, and quantity and time requirements; Weibo activity frequency, theme, prize application process, monitoring report, etc. I often sigh that there are too few fans, and I try my best to promote them, only to find that the turnover rate of fans is getting higher and higher. How to retain fans for worthless content? Even if the fans stay, they are dead and inactive. Have you strengthened communication with them through fan activities or interactions? After communication, did you really solve the problem for the fans? Every job here is closely related and interactive, and it has no absolute significance. Without the assurance of the whole system, it is difficult to do a good job in Weibo marketing. Generally, the basic work of Weibo operation has nine functions: positioning, content construction, planning, fans, interaction management, public opinion monitoring, team management data analysis and collation, microblog promotion and business cooperation. If the above work can be organized and standardized according to its own situation, and a complete operation system can be formed, then Weibo will be more valuable. The internal system is to solve the problem of how to operate Weibo in an orderly way from a tactical point of view. However, Weibo's marketing has been difficult to achieve great success only by internal system, with insufficient stamina and limited strength, so it also needs the support of external system. Outside the system, the establishment of Weibo operation resource system outside the system, to put it bluntly, is to incorporate Weibo marketing into the company's marketing system and not regard it as an isolated part. When it can be supported by the company's resources, it can be more valuable, otherwise it will be passive water and will die sooner or later. I often hear some companies say how much they attach importance to Weibo, and they also spend a special budget to do it, but it still doesn't work. Why? The reason is that the company didn't integrate it into the marketing system of the enterprise at all, and didn't connect the company's resources with Weibo. Capital investment is only part of the support. It often happens that an activity of the company is about to be launched, and it is the Weibo operators who finally know the information. How can we prevent Weibo operations from participating in the event design? A complaint in Weibo was submitted to the customer service department, and it took two days to reply. As a result, fans all over the world complained and leaders blamed them. Weibo's operation is very hard. Can't the company give priority to Weibo? I don't need the company website, brochures and EDM. I'd rather spend money on zombie fans. What's wrong with adding a Weibo link to those channels? I remember a friend once asked me how to make their fans in Weibo grow rapidly. I know that they are an electronic appliance company with at least 3 million members, so I said that their company's website and edm should be added with Weibo entrance, and then a gift-giving activity will be held, and fans will come. But he told me firmly that the leader said he couldn't introduce Weibo to his members, and I burst into tears instantly. What's the difference and influence? It's ridiculous logic. On the other hand, when the external system of an enterprise can support the operation of the internal system, then the effect of Weibo will get twice the result with half the effort. Once the company launches the activity of "looking for mysterious codes", users can find a string of codes in advertisements, and they can enjoy discounts according to the codes. The company informed the Weibo team of this activity in advance, and we not only announced it in Weibo in advance, but also launched activities such as prize forwarding and taking photos at will to promote and stimulate participation. In a short time, Weibo produced a large number of search results about mysterious codes, and Weibo also undertook a lot of consulting work during this period, reducing the work pressure of the customer service department. The external system provides an operating environment for the implementation of Weibo marketing from the perspective of enterprise strategy, and it provides solutions to the problems found in the operation of the internal system. As mentioned earlier, if fans complain in Weibo that the principle of "Weibo first" cannot be allowed, the customer service department will handle it according to the normal process. Weibo fans are anxious and angry because of the delay and complain about the screen, which will undoubtedly have a great negative impact on enterprises. Finally, if enterprise Weibo wants to succeed, it needs to have systematic thinking and establish a dual system inside and outside the enterprise. Internal system to ensure the continuous and smooth daily operation of Weibo; The external system can provide resource support for the internal system, accelerate its operating efficiency, and coordinate the internal and external systems, thus detonating the marketing power of Weibo. The system emphasizes the aspect, the whole and the overall situation. Although Weibo is small, it has a complete system.