How to do corporate propaganda in the media age

How to promote enterprises in the media era? 1. The emergence of enterprise self-media platform makes enterprise publicity no longer limited to traditional offline media forms such as TV, posters, light boxes, buses and subways, and gives enterprises more choices in publicity methods. Many companies have started marketing activities on various platforms and achieved good conversion rate. Under the impact of the media age, if you want to improve the visibility of enterprises or maintain a leading position, you must learn to use the media for publicity. There are several media platforms: Tik Tok, Auto Express, Bi Li, Sina Weibo, WeChat official account, today's headlines, Xiaohongshu, Zhihu, etc. Among them, articles and videos published by enterprises are mainly published through enterprise official website; Secondly, the official WeChat and Weibo platform were released. Second, what should enterprises pay attention to from the media? 1. The importance of platform selection. Platform rules and underlying logic are the key to build individual monopoly entrepreneurship strategy and obtain initial social capital. Enterprises can match and choose according to product positioning and platform user positioning, and vote according to their own interests. Every new platform will attract some users to learn and explore. When consumers think that the new platform is better than the old platform, they will migrate. Therefore, people from the media can't stand still, otherwise they will gradually lose their original audience. The data from Tik Tok and headline algorithm are based on historical accumulation, but people's interest in the content is full of surprises and uncertainties. What creators value is the ability to transform social capital into financial capital. In the vertical community, Zhihu is more equal, sharing and interactive. Whether there are restrictions on content materials, the strictness of audit, the subsidy scale of the platform, the convenience of operation, and the rules and logic of the platform can only be achieved with a basic understanding. 2. Manage users and improve the user experience. The ultimate goal of self-media enterprise management is to form a user camp and establish continuous social and psychological contact with users through the construction of social positions. Publishing articles and shooting videos are just means for users to establish social relations, with the aim of establishing connections. If you can't connect with users, just publishing from the media is just a useless burden for fans. From the media, users should be involved in the content production of enterprises. In the process of self-media enterprise operation, some user interaction mechanisms, such as Weibo forwarding and message leaving, can be used to realize the contact between self-media users and enterprises, understand users' demand for enterprise information and feedback on products and services, and increase users' stickiness to the platform. Self-media should stand on user standards, not enterprise standards. From the user's point of view, there are only two standards for enterprises to create content from the media: one is whether it is useful to consumers, and the other is whether consumers are interested. 3. Do a good job in planning and strategic investment. Before using the self-media platform for publicity, enterprises should determine the core value of the enterprise and make a good style plan for the output content. Secondly, it is best to have a new media operation team with professionals. Develop content that conforms to corporate brands and products to attract target groups. Next, it is necessary to formulate an operation plan, in which various factors are comprehensively considered. OKR can be used to dynamically handle the target, make annual, quarterly, monthly and Zhou Du content operation plans, and make reasonable optimization and improvement according to the actual situation. Before you start, first determine the core value of your brand, brand image, what kind of relationship you have with users, and understand the active interaction of the community. Each platform has its own unique attributes, and the objectives, content strategies and operation modes of different platforms are obviously different. The brand content of an enterprise should be consistent with the brand tonality. According to their own product attributes and user characteristics, combined with the tonality of different platforms, we decide which platform to choose for operation, and what kind of content form and operation mode to adopt for different platforms. Therefore, enterprises need systematic planning, continuous investment and strong operation team support. 4. Clear objectives and follow up the results in time. The ultimate goal of enterprises to do self-media should be to produce income. If you sell services, such as consulting, the sooner the better. When the enterprise owns the product and the platform traffic is good, you can sell it and spend some time to improve the conversion rate. Any media needs to gather a large audience to reflect its own value, and self-media is no exception. Through the construction of fan groups, we will form a user camp and establish continuous social and psychological ties with users. However, the growth of users cannot be achieved overnight. We must rely on the continuous release of high-quality content to obtain the steady growth of users and gradually expand our influence. Make statistics and analysis of media data regularly, and find and solve problems in time. Finally, the release of content should be spread out in a planned way and maintain a stable update frequency.