How to manage the official Weibo?

There is a survey on the content published by enterprises every day. The survey shows that Weibo, which publishes no less than 1 1 articles every day, is a reasonable order of magnitude, while Weibo, which publishes more content, for example, Vanke Eslite publishes dozens of articles every day. But the biggest problem at present is where these valuable and quality contents come from. The following methods can help you solve this problem:

Channelization of content structure in Weibo;

Target consumers have different demands for Weibo content. We can channel the content, such as customer service channel content, hot news content, industry dynamic content, activity recruitment content and so on. , and there will be a person responsible for collecting data from different channels and publishing it regularly. The content of surrounding topics that consumers like is divided by double labels (# publishing dimension #). Such content publishing not only meets the timeliness, but also meets the authority and security of information.

Case Sharing Many foreign companies use twitter for customer service, and some domestic service enterprises and institutions are gradually familiar with this role of Weibo. Especially for some domestic airlines, when passengers asked if they could fly when they were pregnant for four months, the airlines immediately answered in Weibo, and a large number of netizens watched. The difference between Weibo and traditional customer service is that the information it publishes is more representative of the official and authority and has greater influence.

Airlines use Weibo to answer passengers' questions.

Colorful content design in Weibo;

Even in corporate Weibo, fans are ordinary people. At present, the contents popular among fans in Weibo are: cute pets (pets), love aphorisms, cold jokes, scenery, and content combining social hotspots. Although these contents are very popular, the question is how to combine them with the official Weibo. In fact, as long as the design is clever, the content welcomed by ordinary netizens can also be implanted in the official Weibo. For example, mobile phone manufacturers can hold a mobile phone photography contest by recruiting fans, and then regularly publish beautiful landscape pictures every day, especially indicating that netizens participate in their own mobile phone photography contest. Meng Chong's pictures can be forwarded by the small animal care group of enterprise employees, and the double well number is added to highlight the public welfare love of employees and reflect the brand character of the enterprise. 20 1 1 in July, 2008, a rainstorm that had not happened for many years in Beijing paralyzed the whole city, which aroused great concern from all walks of life. Weibo, the official of Durex, took advantage of this social hot spot in time and released Weibo who used condoms as temporary rain boots for office workers, and humorously proposed "Please bring Durex when it rains". This Weibo caused great repercussions among netizens and was widely forwarded in the circle of friends.