What kind of values should enterprises establish in their operations in Weibo?

The operators of some enterprises in Weibo are also lamenting that the content is getting more and more difficult to do, and they can no longer make up good jokes. The forwarding volume and comments are not as good as before, and enterprises begin to doubt whether Weibo marketing is useful. Last year, a master took the lead in shouting "There is no limit to micro-power". A year later, many people thought that Weibo was a thing of the past. Is that so? This reminds me of a joke: a couple have been married for three years, and the wife has never been pregnant. She went to the hospital for examination and the doctor found that her wife was still a virgin. The doctor asked her husband how their husband and wife lived every time, and his husband replied that it would be good to rub it at the mouth of the cave. Although this joke is a bit vulgar, it is still very appropriate when it comes to the operation of enterprises in Weibo. Many enterprises in Weibo, just like the wife in the joke, have opened Weibo, and have never really operated or interacted with each other. It's just a decoration. What kind of marketing effect do you expect? It has never started, how can it be finished? How can a little taste blossom and bear fruit? Through the communication with the operators of many enterprises in Weibo, I found that the core problem at present is not the problem of "technology", but the problem of "Tao"; It is not how the enterprise Weibo operates, but how people know the enterprises Weibo and Weibo, especially the boss's understanding of Weibo, which directly determines the thinking and success of the enterprise Weibo operation. Let me first talk about some common misunderstandings and tell you what the correct "Tao" is. What kind of values should enterprises establish in their operations in Weibo? First, Weibo marketing, not advertising? A few days ago, the boss of a company specializing in "study abroad consultation and overseas immigration" asked me how to do marketing in Weibo. I talked about how to use Weibo to maximize the word-of-mouth effect and how to snowball the fans. Hearing this, this guy is getting impatient. He said that he had read Kai-fu Lee's books and knew Weibo marketing very well. Weibo operation is a follow-up matter, so don't worry about it. What he needs now is how to use Weibo to show the strength of the enterprise quickly, and how to use Weibo to make his enterprise known to everyone at once. I said, if you want the whole country to know about you soon, the best way is not to use Weibo, but to use TV advertisements. Can you give the Voice of China a name like Jiaduobao? If you have enough money. The boss's misunderstanding of Weibo is a common phenomenon. At present, many people still think that Weibo marketing is just an advertisement, or even a very cheap marketing method. His misunderstanding eventually led to spending money to buy a bunch of water army forwarding, earning some saliva and eyeballs, but it has nothing to do with real potential users. Such a boss, can you say that he really knows Weibo? Second, the user doesn't care about you, he only cares about himself? When it comes to social media operations, we often say "let others talk about you". "Let others talk about you" is easy to say, but not so easy to do. You are not Zhang Ziyi, nor Fan Bingbing, but an unknown enterprise. Why should others say you? Why do you get thousands of reposts and comments when you wind up Weibo? Unless, of course, the Weibo you sent touched the nerve of the netizen, which is closely related to his real life. He is actually paying attention to yourself as well as you. Therefore, enterprise Weibo should pay attention to what users pay attention to, rather than their own enterprises and products. Let me mention the "study abroad immigration company" above. The boss was impassioned and said that his enterprise had many bright spots in the "Autumn House Exhibition". Just take out a few can make netizens excited. The highlight he mentioned is nothing more than the advantages of the "study abroad package" and overseas home ownership. From the perspective of enterprises, it is difficult to impress netizens. When I visited the exhibition, I sent a Weibo and a picture marked with the price of immigrants, which attracted many netizens' forwarding and comments, which was very telling. For grassroots and unknown enterprises, netizens don't pay attention to who sent Weibo, but only to whether this Weibo has anything to do with them. Third, communication, marketing or operation? This is a problem. Now all the operations in Weibo are collectively called Weibo Marketing. In fact, for different types of companies, how to use Weibo is still very different, and people often confuse the communication, marketing and operation of Weibo. Let's talk about communication. In fact, at present, many enterprises in Weibo, especially some brand enterprises, do marketing in Weibo, which is at best communication. For these enterprises, what they want to achieve in Weibo, that is, "making noise", is to create some exposure on the platform of Weibo. These brand enterprises often outsource the work of "communication" to public relations or online marketing companies. These companies will combine hot spots, plan some events, create some topics and arouse everyone's discussion. This kind of Weibo communication is reasonable for large companies, because they have a certain popularity, plus large-scale and celebrity forwarding, which can really create some exposure and achieve a certain communication effect. However, the biggest problem is that this is just communication and seems to have nothing to do with the follow-up marketing. It seems that for some brand enterprises, people's products can still sell well without Lenovo. Talk about marketing. Now many e-commerce companies are doing real marketing on Weibo, that is, using Weibo to sell things. The usual practice is to use corporate official micro, with pictures and short chains, to launch a promotional product, and at the same time, we will generally find some platforms similar to "Weibo Easy" to find some big ones to promote. This marketing method is simple and direct. It is said that the effect was good last year, and it is getting harder and harder now. On the one hand, netizens are more and more savvy, and they subconsciously filter when they see advertisements. Second, tuba is difficult to be accurate. You want to sell parenting products, and the promotion of large size is to tell jokes. The audience is young unmarried people, and the effect can be imagined. Third, the cost of large size is getting higher and higher, and the water content is getting bigger and bigger. What's important is that in the process of marketing, Weibo doesn't have any interaction and emotional communication with users, but simply sells things, which is not Weibo's advantage in itself. It is better to go directly to Taobao. In short, relying solely on "big forwarding" marketing is like "passive water" and "wood without roots", and the effect will get worse and worse. Let's talk about operation first. Personally, for Weibo, operation should be the first, followed by communication and marketing. Take the fast schoolbag and the recently popular "Huang Taiji". What these two Weibo do every day, that is to say, between enterprises and users, is to interact with users as always, which is the Weibo operation. The biggest advantage of operating in Weibo is that in the process of continuous interactive dialogue, some "iron powder" will be gathered after a long period of emotional contact with users, which is the greatest value of enterprise Weibo. As the "fan camp" in Weibo is getting bigger and bigger, you can go all out whether you are doing communication or marketing. In short, the communication and marketing in Weibo should be based on "fans" and "Weibo Operation". The way of "borrowing a boat to go to sea" and "borrowing a belly to have children" is only a temporary emergency. In the long run, we should establish our own "base area" through Weibo operation, which is the "way" of Weibo marketing. Author: Junliang Zhang, Weibo: @ Heima Liangju.