How to operate the enterprise official micro well?

Selected Questions and Answers from Zhihu: More and more enterprises use Weibo for marketing, but how to do it and where to start have been puzzling many netizens and enterprises who want to operate in Weibo.

How to run a company's official Weibo? The editor selected Zhihu insiders' experience about Weibo operation to share with netizens, hoping to help them further understand the operation method in Weibo.

1. Basic information, user tag, avatar, company name, website address and personalized skin background are complete, so that users can know what kind of person you are at first sight.

2. The name is consistent with the name of the company or product. Hate those "xxx official Weibo". The content you sent is in place, which naturally proves that you are "official".

3. Appropriate release rhythm. Don't brush the screen and don't talk for two days in a row.

4. Good content organization. There is a lot of room for optimization in wording and content selection; The operation of a Weibo is not easier than making a real product.

5. Don't oversell melons. Don't make Weibo a hard advertisement, organize some similar topic discussions according to your product characteristics; Influence people through content.

6. Provide benefits for users. In addition to high-quality and useful content, e-commerce websites can also provide users with some coupons, and real benefits are more effective.

7. Quality content. Or have practical value, or have original opinions, or have exclusive reports.

8. Interact in time. Respond to users' negative opinions through comments, and amplify users' positive opinions through forwarding.

9. Real communication. Let followers? I feel someone behind me. Be human and considerate. Don't always say things like "Your opinion is very valuable, we will listen carefully, thank you". If the user's suggestion is implemented, you might as well go to Weibo to reply to this user.

For a company with 10 and multiple product lines, if the span between products is large, multiple sister accounts can be established. Otherwise don't have too many accounts, which will attract followers? Decentralization will result in scattered influence.

Many articles circulating on the Internet can break through 1000 fans in a day or a week, but those articles can almost be said to be aimed at personal blogs. If you want to publish or forward some interesting Weibo, keep in touch with some active Weibo owners, add some Weibo who want to add people, such as Tencent's "Pink Tour", and find some people with the same labels. I feel that there is no way to apply these to the official Weibo. ...

(1) The official Weibo should not only pay attention to the company's image, but also combine the company's product information, and don't sell advertisements too much, because it is easy to make people feel annoying;

(2) you can't brush the screen, because brushing the screen will definitely make people feel disgusted;

(3) You can't forward some so-called "interesting" information casually, because it will make people feel that the company is not professional enough and not focused enough;

(4) You can't just post Weibo content about your company, because it will feel like you are constantly promoting your products;

(5) If you are still a junior official Weibo, you can't forward some social news, because it will make people feel that their products are not ready. Why pay attention to something that is not there?

So the official Weibo's management knowledge is much more difficult than his ID, and he can do whatever he wants, but in the official Weibo, every step represents the company's image!

I recently read an article on Twitter about the operating mode of xbox. Their aim at Weibo is "don't let go of any Weibo about this product, and interact with users from time to time!" In fact, it is true, because the user experience is particularly important for enterprises. But Weibo is not customer service, and he can't answer everyone's questions in Weibo, so we should refer to customer service appropriately. I believe everyone knows this!

It is not difficult to find someone to manage the official Weibo and interact with fans! But how to publish effective enterprise information on Guan Wei? I'm groping myself, and I'll add it when I think of it!

I saw someone on the Internet who had a good opinion on the management of Guan Wei, so I want to quote it here: (@ Du Zijian).

An official should shoulder four major missions at the same time, so it is obvious that one or two people can't undertake it. It requires the horizontal coordination and cooperation of multiple departments of the enterprise, so the "operation" is quite difficult. "

"Official Weibo, the biggest taboo is to get quick success and instant benefit as coolies for his own enterprise. Judging from the current situation, as long as you dare to work hard on WeChat business, your fans will be rebellious. If you try too many times, it will have a great impact on the number and quality of your fans. Guan Wei is not easy to run. Don't rush to maximize the advertising function of Guan Wei. This is the biggest taboo in Guan Wei. "

Official micro-positioning: enterprise product characteristics and enterprise culture

We should construct our Weibo personality around these two cores, and all Weibo personality constructions must adhere to the network principle of "vividness, liveliness and fun". If your official micro posts 100 every day, and every post is plagiarized, boring and without nutrition, then this official micro is a failure. "

The general composition of official micro-posts:

1, release important information of the enterprise;

2, the company's internal activities or employees' work and life dynamics (fun first, vivid pictures and texts are better);

3. Life and leisure trends around the company (mainly interesting pictures and words);

4. Grab the scene of an emergency;

5. Equal sharing of effective knowledge;

6. Appropriate corporate jokes;

7. Corporate news is broadcast live in Weibo.

Weibo marketing content:

1. All Weibo contents, including activities, are not divorced from the theme of the website (interesting and creative products), with distinctive features to attract potential buyers.

2. Weibo didn't write it temporarily, but prepared it in advance, and the subsequent release order and time were arranged.

3. All Weibo contents have been carefully collected and arranged, presented in exquisite graphic form, and appropriately marked and arranged.

4. Most of the content in Weibo (79%) is loved by fans and has nothing to do with websites and product recommendations.

5. The number of product promotion categories is limited (10%), and there are incentive activities or preferential attributes, which can reduce the dislike of fans and increase active forwarding.

6. There is relatively little Weibo and interaction in forwarding others, and Weibo's overall style tends to media communication rather than customer service.

After understanding, the author admires the fun marketing in Weibo and has learned a lot of experience. However, Fun Play has not reached its peak yet, and there is still room for improvement. My personal views are listed as follows:

1, strengthen interaction and customer service

Weibo is an excellent customer service tool and a good platform for interaction with users. There are many successful cases on Twitter, so there is no need to demonstrate this, which may be a fun deficiency.

Undeniably, interaction and customer service will cause confusion in the positioning of the media. How to effectively separate user groups, effectively manage and serve existing users, and enter the advanced stage of "planting and deepening" will be the biggest challenge for fun play in the next stage.

2. Expand the scope of application

At present, Weibo is basically a graphic content, which is relatively simple. With the increasing application of Sina Weibo and the opening of Tencent Weibo, how to use and master new applications, and even develop an APP application based on Weibo, is also a direction that needs to be improved.

3. How should other enterprises conduct Weibo marketing?

The success of Weibo Marketing Fun Network is inseparable from the characteristics of their products (creative life products): interesting, fresh and creative products themselves can attract most people and have a huge fan base, but such products emerge one after another at home and abroad, all with beautiful pictures, and it is relatively difficult to edit the content. Therefore, it is impossible to copy all the experience and operate it. For example, it is almost impossible for a shoe company to publish Weibo content that attracts users' attention every day, and fewer fans will pay attention to it.

Enterprises should learn to run their own Weibo in a fun way, and carry out it in depth and step by step:

1. Find your place in Weibo. Interaction, communication and even customer service are feasible, and the most important thing is to suit the characteristics and genes of enterprises.

2, learn their core, adhere to the ideas that should be adhered to, such as adhering to the theme, but do not expect to receive the goods earlier, and constantly learn and improve.

3, learning can apply their own details, such as publishing content layout, classification, publishing time and frequency.

Change: Have you learned all these experiences? Every company's corporate culture and product positioning are different, because it is only for individuals. Think more, think more, comb more. I believe you can also find your own company's operating model ~

Content source |? Zhihu. com

Finishing | Kevin·Z (English name: change)