media strategy

The vigorous development of mobile social networking has also promoted the arrival of the media age. In the world of mobile Internet, social platforms such as Weibo, WeChat and SNS let different voices come from all directions, and the voice of traditional so-called "mainstream media" began to weaken. People no longer accept the "unified voice", but hope to make their own judgments on things while obtaining information independently. As a result, low-cost, high-efficiency and interactive self-media came into being. Since the media era, anyone and any enterprise can become the media, pushing all kinds of information to fans and expressing their views. Therefore, mobile marketing does not need to blindly rely on the platform of traditional media, and it can create its own powerful media channel while creating its own media. Today, many enterprises have opened official Weibo or WeChat accounts, which are their media platforms. So, how should enterprises be built? There are several key points for enterprises to build their own media. The traditional idea of self-media brand communication is not advertising, but promoting enterprises and brands by actively looking for publicity media. Since the media era, you must first make enterprises become media, focus on content, let consumers take the initiative to pay attention to you, pay attention to your brand, and let the media take the initiative to come to you and publicize for you. Service first, then marketing enterprises must recognize the key points when building media. Service can optimize the user experience and make fans feel a sense of identity with the brand, while pure marketing will make fans run away. In Xiaomi's self-media operation team, 80% are customer service personnel, and the other 20% focus on content. This can be seen from the attention of the media. Do not sell, do content. Enterprises must adhere to the content strategy, as a corporate culture into every corner of the enterprise, so that every employee can become the spokesperson of the enterprise. From the media and employees through corporate social accounts, * * * creates a self-media that constantly improves high-quality content, constantly interacts with users, and allows users to actively create content. Do quality, speak human words. Enterprises need to pay attention to the "humanization" of enterprise accounts when starting to build self-media Many enterprises are also accustomed to publishing all kinds of "official remarks", but in the era of self-media, in order to gain the recognition of users, users must first feel that "you are alone". Blindly high will only make users disgusted. Under the self-media operation strategy, enterprises must be personalized enough, emotional enough and real enough. In the era of mobile social interaction, there are many channels for multiple social media groups to use self-media creation. The most typical ones are Weibo and WeChat, as well as QQ space and forums. For them, there are completely different marketing strategies and marketing effects are far from each other. Therefore, when building a business from the media, it is necessary to combine multiple social media and operate on different social platforms with different strategies, so as to maximize the effectiveness of the media. The product subject from media to media is not necessarily an enterprise. In fact, many enterprises cannot build enterprises from the media for various reasons. At this point, enterprises may wish to start with products and create product-oriented self-media. The way to create products from the media is similar to that of enterprises from the media. The only thing to note is that when the product becomes dominant, you have more personalized space, especially the customization of product name and icon. In order to get a good name, it has always been necessary to consider various elements in the formulation of product names, such as easy to remember, appropriate product expression, popularization and so on. In the product creation from the media, you need to invest more energy to get a good name. A prominent feature of self-media is popularization. Therefore, when choosing a name, we should pay attention to the appropriateness and affinity of the name while reflecting the characteristics of the product and being easy to remember. The name on the tall is not flattering in the media age, but it will cause users' disgust. When making the head icon, you need to think more about the characteristics of the product. If the product itself is very close to the people, then you might as well make a "cute" icon and use a cartoon image to create affinity to the end. If the product is very professional, you need to design a more authoritative icon to avoid making users feel that the product is unprofessional. The self-media of enterprise managers is built in the era of self-media, and the subject of self-media is the best person, but how to build personal self-media in enterprise marketing? At this time, the usual choice is to take enterprise managers as the core and build them into star entrepreneurs. In fact, the CEOs of many Internet companies have become winners from the media in Weibo. For example, Vanke CEO has 6.04 million fans, 360 Chairman Zhou Hongyi has1190,000 fans, and Jumei CEO Chen Ou has more than 40 million fans in the image of "overbearing president". There is a saying in the media age: "Whether it is a big company or a small company, it will become a media company in the future, whether it is product-driven or founder-driven. The media company here does not refer to the traditional media, but hopes that the company will create topics and attract attention like the media. This topic can be enterprises, such as Apple and Alibaba, or products, such as Apple mobile phones and Alipay. It can also be the founder, boss and other individuals, such as Jobs and Ma Yun. In the mobile social era, consumers' eyes are always scarce resources. At this time, if enterprise managers can integrate into social media and release their influence, they can go further in the self-media era. After all, since the media era, it is still the personal media era. So how do entrepreneurs release their influence? First of all, show personal charm. The reason why a boss is a boss must have his personal charm, especially the founders of many enterprises. Therefore, when creating media, business managers should first show their personal charm to attract the support of fans. Even in the era of media, many enterprise managers have become a new generation of "network celebrities". Under the influence of the star effect, the brands and enterprises behind it have also become popular. Second, jump out of your personal image. When creating personal media, enterprise managers "are no longer themselves" and become the key media for brand communication. In China, enterprises always go out with entrepreneurs, such as Haier and Zhang Ruimin, Lenovo and Liu Chuanzhi, Alibaba and Ma Yun. At this time, enterprise managers are no longer individuals, but representatives of enterprises. Therefore, while showing personal charm, managers also need to jump out of the shackles of personal image, build themselves into a "super neutron" and promote the "heavy nuclear fission" of enterprises.