Analysis on the current situation of social media brand promotion.

Social media is developing vigorously on the fertile soil of the Internet, and generate shows dazzling energy, which has become an indispensable carrier for people to spread information and communicate with others. The information it spreads has become the main content of people's daily browsing. In this regard, social platforms have naturally become media resources for brand communication, and have been widely and deeply utilized by more and more enterprises.

However, with the development of the times, the communication power and influence of various social media are changing all the time. Only by accurately grasping the audience, tonality and characteristics of these social media can we use them correctly and help brand communication and marketing.

Analysis on the Advantages and Disadvantages of Social Media Platform

1. WeChat official account

Its advantages are: (1) wide coverage. Wechat is the most widely used social media in China at present, and the public platform of Wechat is an internal application based on Wechat, so the platform covers the widest target population. (2) High communication efficiency. Text, pictures, audio, video and other content forms can be sent on the same mobile phone page, and the richest content can be delivered to the audience in a short time; (3) Easy to interact. The audience can exchange their ideas with the operators behind the official WeChat account at any time, so that the operators can understand the audience's ideas for the first time; (4) Low operating cost. The content spread by WeChat official account is short, pithy, meaningful and creative. Therefore, there is no need for high-priced channel promotion, and the demand for gorgeous content produced at high cost is not high.

However, we must be soberly aware that with the increase of official WeChat accounts and the intensification of content homogenization, users' interest in pushing official WeChat accounts is getting lower and lower, and even high-quality content will be ignored by many people. At the same time, the official WeChat account will take a long time to become stronger.

2. Weibo size

Its information spreads quickly. Weibo information can be sent out anytime and anywhere, and there are many large fans in Weibo, so the published information is read a lot in a short time. At the same time, it can be interactive and convenient. You can interact with fans at any time to exchange ideas and opinions.

But as far as the current situation is concerned, the audience in Weibo pays little attention to the positive energy information. The popular and concerned information in Weibo is negative energy, gossip news, funny jokes, emergencies and so on. For the dissemination of positive energy information, the degree of attention is not high. The quality of Weibo is also uneven. Among Weibo tubas, there are not many real tubas, many of which are fans of brush quantity, and the real opinion leader Weibo tubas will not cooperate with enterprises easily. For brand communication, it is more important that the authenticity of communication effect cannot be evaluated. Weibo tuba is used to brushing comments, fans and reading, so it is impossible to accurately grasp the communication effect of Weibo tuba.

3. Application client

Its advantages are generally as follows: (1) Large amount of information. You can keep all the information from the beginning to the present, so that users can easily find the previous information; (2) You can freely control the content and format of publishing. You can freely customize the title content and layout of the main page; ③ Rich in functions. Can be customized according to the actual needs of development functions, such as sales, customer service, research and so on; (4) Excellent APP can enhance corporate image to a certain extent.

Its disadvantages are: (1) high development and maintenance costs. App development is hundreds of thousands of levels of investment; (2) Difficulty in popularization. After the App is released, it will only be valuable if it is downloaded and used by users. At present, users are increasingly reluctant to download new apps for use when the content, architecture and functions of apps are similar. ③ The living space becomes narrower. After the launch of WeChat applets, many applets not only have the function of app, but also can skip the process of downloading app, so they have become the first choice of many consumers. In this case, people prefer to use applets rather than applications.

4.QQ group

QQ group can spread quickly first. Group members can receive information quickly after sending it; And is simple and easy to use. There is no technical threshold, and it has the characteristics of strong interaction. Everyone can speak freely and communicate freely.

However, for brand communication, group members are unstable, difficult to manage, and have high requirements for maintaining the skills of members, and there is an upper limit on the number of people.

5. Today's headlines

Today's headlines have a huge user base and are the media with the largest number of users in the aggregated news client. At the same time, it also has the advantage of low threshold. Both enterprises and individuals can register the official WeChat account to publish content on the client. Especially today's headlines have smart recommendation function. The intelligent recommendation system that comes with the platform can analyze users' reading preferences and automatically recommend the content they are interested in, but only if the content has a certain weight in the platform.

But today's headlines have certain restrictions on the registration of some special industries, such as pharmaceutical companies. The content is of high quality and updated frequently. For corporate brand communication, you need to pay for promotion.

6. Zhihu/Tiger Sniff

Their advantages are strong professionalism, high network visibility and large traffic. Professional talents in some fields are gathered, and professional replies are easily accepted by users, which is the first choice for people to obtain professional knowledge.

However, Tiger Sniff is more focused on Internet information, and for many industries, information relevance is low. In particular, it is pointed out that this kind of professional knowledge platform needs very professional personnel and professional knowledge reserves to be effectively maintained, otherwise the promotion effect will be greatly reduced.

7. Forum/Post Bar

These platforms are all open. There are not too many requirements for information publishing, and the content publishing efficiency is high. Therefore, it is easy to trigger a chain reaction. In particular, the forum has a gathering effect on people with the same needs, and discussions on the same issue can easily resonate.

However, with the increasingly rich and powerful functions of social media, the application rate and influence of forums/post bars have declined very seriously. In addition to improving the weight of the website, it is no longer the mainstream platform for content promotion. At the same time, it is worth noting that the audience of most forums and post bars is biased towards younger content, and the acceptance of high-end content is low.

8. Entrance

Its advantages are: (1) large flow. Although PC is gradually replaced by mobile phones, the daily visits of portal websites are still very large, and the visits are still very large; (2) heavy weight. The information published on the portal website is easily retrieved by search engines and placed in front of the search results page; ③ It is easy to be engraved. The content published by the portal website, if it is industry-oriented, is easily reprinted by other websites. The professional editors of the portal will beautify the information.

After the rise of WeChat, many of official website's responsibilities were transferred to the official WeChat, especially the rapid release of information. The advantages of WeChat are more obvious, resulting in a significant downward trend in daily traffic. At the same time, the development and maintenance cost of an official website is relatively high.

9. Search/Encyclopedia

Search engine promotion is simple and effective. As long as you pay, you can display the content information of official website in front of the search results. Encyclopedia is a derivative product of search engine companies, so consumers can also see the contents of Encyclopedia in the front row when searching for elements. However, the promotion cost of search engines is high, and the proportion of invalid costs is high. For example, after searching for a keyword, only a small number of people will be interested in the content in the paid link. Encyclopedia entries and new entries need to pass the strict examination of Baidu; To modify an existing one, you need to provide authoritative information to prove that others' entries are obviously wrong.

Suggestions on Social Media Promotion of Corporate Brands

According to the advantages and disadvantages of various social media in brand communication and marketing, our suggestions for promoting big health information are as follows:

1. WeChat public platform: It should be the main social platform for corporate brand promotion and marketing. The content should accurately correspond to the target audience, and the content should be well-made and interactive to improve the effective reading of information.

2. Weibo: Using Weibo, the original enterprise, to spread information and pay attention to interaction, which is a useful supplement to the WeChat public platform.

3.App client: Due to the huge initial investment, the input-output ratio is difficult to improve, and the customer experience is not very convenient, so there is no need to focus on it.

4.QQ group: All the conditions are not mature, so we can not consider it for the time being.

5. Today's headlines: Because there are restrictions on the registration of some enterprises, we can cooperate with professionals to spread information through the headline numbers registered by professionals. However, the information disseminated must be excellent.

6. Zhihu/Tiger Sniff: For general enterprises, it is not necessary to consider in the early stage, and plans will be made after having certain knowledge reserves or professionals joining.

7. Forum/Post Bar: The content is too young to be ignored for the time being.

8. Portal: We can cooperate with the portal by signing a framework agreement and put articles containing enterprise information on the portal. By taking advantage of the high weight of the portal, search engines can easily retrieve and display enterprise information.

9. Search/Encyclopedia: You can do baidu promotion and set up relevant content in official website, which not only promotes information, but also promotes official website. Encyclopedia platform, because it is not easy to modify after it is built, and it is difficult to correct the error information, so it is not the point.