4000 words of practical tips on Weibo operations. Don’t ask how to operate Weibo again after reading this!

Why do you want to use Weibo?

1: Importance

When talking about new media now, everyone will think of Weibo and Wechat. For individuals and enterprises, the most important one besides WeChat is Weibo. Recently, the market value of Weibo has climbed to 20 billion US dollars, and the number of monthly active users of Weibo has exceeded 360 million. Once something big happens, we still know more about it from Weibo first. Weibo is an open circle and also a good public relations channel . Compared with official accounts , there is no limit on the number of posts per day, which is more flexible and free.

2: Personal significance

Weibo also has many meanings for individuals. For ordinary people, we can record our lives conveniently, and at the same time we can get a closer look at the latest developments of the big guys we want to follow, and we can also interact with them. For public figures, we can use this to build personal brands and accumulate influence. For those who have talents, it is possible to pursue fame and fortune by showing our paintings, literary works, or even by becoming China's No. 1 paparazzi.

3: Significance to Enterprises

Generally speaking, the purpose of a company setting up a Weibo account is similar to that of a public account. First of all, others are building omni-media channels, so our company also has to build one, otherwise the traffic from a single channel will be completely snatched away by competitors; secondly, Weibo, as mentioned earlier, is a very good media public relations tool that can quickly dispel rumors; Weibo can also help companies establish sales channels while increasing more brand exposure opportunities.

1: Basic information settings

Nickname: The corporate name is usually the company name or brand name, most of which are brand names known to the public. Personal nicknames are generally consistent with nicknames on other platforms. At the same time, they can also highlight personal characteristics, region, or industry, etc. For example, my Weibo nickname is: Wuhan Campus-Pan Dongsheng. At the same time, Weibo nicknames are unique, so when choosing a name, you should pay attention to your own characteristics and don't change it frequently.

Avatar: Enterprises use the company logo, while individuals use personal avatar or customized one.

Introduction: Generally, it should be an introduction of who you are, what information you post on Weibo, or other distinctive introductions. If you need to attract traffic to WeChat, you can also write it down.

Cover image: The cover image can be customized and then uploaded. You can also buy some good-looking images. You can also add some simple advertising introductions to the cover image.

2: Basic cognition

The difference between orange v, blue v and gold v: Orange v refers to an individual certified user. Now you only need to upload relevant work certificates and certificates according to the official prompts. The certification threshold is low. Blue V refers to enterprise certified users, who can view the information required for certification in detail on the Weibo certification interface. The Gold V rank is for individual certified users, and requires a monthly reading volume of 10 million. It is also updated dynamically, which means that if the reading volume is not enough within 30 days, it will be dropped.

The difference between Weibo and headlines: Weibo refers to a short message of 140 words, which is equivalent to WeChat’s Moments and Space. The headline articles are long microblogs, equivalent to the pictures, texts and logs in WeChat public accounts .

Weibo self-media and Weibo contracted self-media: Weibo self-media is only for individual users, and is an official Weibo effort to help more branded and influential authors grow. For article authors only, Weibo self-media needs to publish more than 5 articles per month, and at least one article must be read more than 1,000 times, and the total number of reads must exceed 1,000; and Weibo contracted self-media requires that the monthly headline articles be read more than 1 million times. Self-media that sign with Weibo will enjoy priority in function testing and will also have more channels to make money. Another important point is that they will receive official weighted recommendations and may gain more fans.

3: Basic functions

Custom menu: This menu is roughly the same as the official account menu. We can put some links or personal profiles.

Private message function: Through the private message function, we can directly find the person we want to contact and then send a private message to the other party for cooperation. Of course, whether the other party will reply to you is not certain.

Retweet and tag: When we have a certain picture or text that we particularly want our friends to see, we can tag the other party when reposting it, or when talking about something and the other party is one of the characters, we can also tag him/her.

Topic: This is the one with a pound sign. The characters between the two pound signs are generally less than 8. There are many hot topics on Weibo every day, related to politics, economy, entertainment, etc. We can learn about the major news of the day through these hot topics.

Pinning: It means selectively putting your own Weibo or text updates at the latest post. The advantage of doing this is that people who come in can see it first and avoid missing out due to swiping the screen.

4: Time and frequency of Weibo posting

Generally speaking, the key time points for Weibo posting are also the three time periods of morning, noon and evening, namely the time on the way to work in the morning, the time for lunch and lunch break at noon, and the time before dinner and bedtime at night. Therefore, choosing the right time can allow our Weibo to reach more people. At the same time, we also need to be careful not to post too often. Generally speaking, it is not recommended to post more than 6 times, and the interval should be more than 2 hours . Because if a person follows a small number of Weibo posts, then your Weibo posts will be equivalent to flooding the friend circle, which will make people feel disgusted.

5: Tips

In order to avoid forgetting to post on Weibo on time, we can choose a scheduling tool, such as Pipi Elf, put the existing content in it, and set the time. At the same time, the number of people followed on Weibo should not be too many. If a person follows many people, it means that this person is just following each other, or that he does not look like a big shot, which will reduce the willingness of others to follow him. At the same time, because we follow many friends, sometimes we only want to see important friends, so we need to set up special attention groups in the normal process, and remember to change the notes for familiar friends, otherwise we will not know who is who.

1: What can individuals do with Weibo?

Interaction: You can interact with the celebrities you follow by sending private messages or leaving comments

Record life: You can record your thoughts or photos in life

Venting emotions: For ordinary individual users, the number of people they follow is relatively small, usually just core friends, so they can complain through Weibo to avoid being noticed by others, because Weibo posts generally do not use real names.

Participate in activities: such as participating in lucky draws, participating in some sign-in and punch-in activities

2: How to increase the number of readers of personal Weibo?

Riding on the hot spots: Generally, entertainment hot spots are easier to attract attention, such as concert videos, or celebrity revelations. At this time, you need to follow the hot spots quickly, and the text and pictures must be attractive. You can follow some entertainment big Vs, or pay attention to topics, conduct comprehensive analysis, find out the keywords , and possibly intercept some of the traffic. It is still easy for a Weibo post to reach hundreds of thousands of readings.

Increase the probability of being forwarded:

It can attract people's anger and make them want to forward it to express their own stance. People are relatively willing to forward useful microblogs, interesting microblogs, timely microblogs, and microblogs about disaster relief donations. Remember to add a topic so that more people can see your Weibo post.

3: How to increase the number of fans on personal Weibo

High-quality content: You can create original Weibo and headline articles, persist in doing so for a long time and take advantage of hot topics. You will also have the opportunity to increase your followers after they are forwarded.

Submission: If the article is well written, you can submit it to accounts such as Tsinghua Nandu and Thought Focus. Marking the source or being tagged can also help increase your followers.

Beautiful women post photos to show off their wealth: using beautiful women’s profile pictures to show where they eat, drink and play every day, as well as how much money they spent, etc., to satisfy the psychological needs of some people.

WeChat official account to attract Weibo traffic: If your official account has a lot of fans, you can post pictures. At the end, guide everyone to pay attention to Weibo and participate in activities such as forwarding with rewards.

Take advantage of hot topics and grab the host position: quickly create a topic based on hot topics, and then grab the host position yourself. This will allow your Weibo posts to be in a prominent position, get exposure, and attract attention and reposts.

Comment curiously: Go to other big accounts to comment, post jokes or controversial comments, or show off, etc., as long as it can attract other people's attention.

Event exposure: As the person who exposes a major news event, the reporter will write in the article where the event was exposed on Weibo, which can attract a lot of external traffic.

4: How to turn your personal Weibo into a window for external display?

First, as mentioned above, package the basic information well so that people can see that it is the case; secondly, the content should be more vertical according to your own positioning, and at the same time, don’t post other messy content; finally, you must consciously bring up the topic.

1: What is the purpose of establishing a corporate Weibo?

For enterprises, there are generally the following purposes, of course some of them are only partial purposes.

Build a brand: Simply put, it means increasing the number of fans, attracting more attention, and letting more people know about the existence of this brand. By constantly showing your presence on Weibo, you can quietly influence people's shopping concepts or their impression of the brand.

Public relations: This is not necessarily used when a company faces a negative crisis. Sometimes when there is a problem with a company's product, customers may be able to learn about the problem in a timely manner through private messages on Weibo to prevent the problem from escalating. You can also accept customers' suggestions, etc.

Sales: Some brands will sell products on their corporate Weibo accounts, and the effect is also good through flash sales.

2: How to increase the number of fans?

Mutual promotion: For example, when the same target groups or different companies are collaborating in different industries, everyone can forward each other’s Weibo, or use resource exchange to provide gifts and ask the other party to follow themselves when they post a Weibo lottery event.

Fantong : This is an official advertising platform of Sina . Through this system, you can accurately promote your Weibo or increase your fans. You can promote what you want based on region, gender, age, interests and other conditions.

Weibo red envelopes : During the Chinese New Year every year, you can give yourself or other Weibo users red envelopes, and then when ordinary personal Weibo users draw red envelopes, they will automatically follow your Weibo. Generally speaking, the cost is about 1 yuan per red envelope.

Rewarded forwarding: By providing your company’s products, or the most popular products at the moment, you can encourage people to help increase your Weibo followers by following and forwarding your posts.

3: What activities can be carried out on corporate Weibo?

What issues should be considered before doing an activity?

Purpose of the activity: to increase fans, exposure, to guide the area to download the app or to increase sales

What kind of gift should I choose? If you want to attract fans, the gifts must be in line with your fan positioning. Otherwise, no one will participate, and those who participate are not the fans you want.

Activity budget: Calculate how much money you need to spend, what kind of effect you will achieve, and whether it is worth it.

Event gimmick: Generally, there is a reason for doing an event, such as to celebrate something or a festival.

Prize-giving activity: this is what we mentioned earlier about forwarding with prizes. Smashing golden eggs, forwarding with rewards, soliciting with rewards, free trials, etc.

Product research: You can solicit everyone’s suggestions and opinions by offering rewards. On the one hand, this can increase interaction with fans, and on the other hand, it can improve the company’s products.

Writing campaign: an activity to collect stories between companies and users

Voting activities: Through voting, you can attract some people’s attention. At the same time, the voting interface will get more exposure, and those who canvass for votes will also forward related Weibo posts.

I have been using Weibo for 6 years and have won more than 100 prizes. Now I will share with you how to win prizes frequently on Weibo.

1: How to distinguish the authenticity of activities

Whether to add v certification: Most of those without v certification are basically fake, especially WeChat business activities where they give away Polaroid cameras. Try to choose Blue V Weibo activities and try to choose well-known large and medium-sized companies.

Whether to use the official lottery tool: Only certified users can use this tool, and the prizes are randomly drawn through the Sina official system, so it is fairer and more reliable. If the blogger chooses himself, then it is very likely that he will be selected internally, because I have participated in a Weibo prize-giving event and was selected internally.

Observe more: Observe the more information section of the Weibo, look at the registration time, and also look at the overall number of Weibo fans, which is generally only a few hundred, which is hard to be convincing. Also, look at the total number of Weibo posts, and whether there have been similar lottery activities in the past, and look at the results and comments and interactions.

2: How to find prize-winning activities

Pay more attention to some Weibo accounts with the title of "Retweet with Prizes", which will often forward some activities with prizes.

You can learn a lot of information by following the Weibo accounts of some large companies that often hold prize-giving activities, and by following bloggers who often participate in prize-giving activities for forwarding and have a high winning rate.

3: How to win the prize more easily?

According to my personal experience, those who meet the following conditions are more likely to be selected, which means that it will have a weighted effect. Individual users with V certification have many Weibo followers and are relatively active in logging in and posting on Weibo every day.

In addition to this basic condition, we must read the rules carefully when forwarding Weibo, including which bloggers we need to follow, how many people we need to tag, whether we need to just forward, or forward with comments, or forward with tags.

In addition, when choosing to participate in an event, try to choose one with fewer forwarding times. If the total number of forwarding times is around 100 and there are 10 winning places, then your chances are greater. Personally, I generally prefer to forward medium-sized enterprises, with a total number of forwardings below 500.

4: What should I do after winning the prize?

First of all, pay attention to the lottery draw time in time, and submit the information in time after winning to avoid missing the deadline.

Many people feel that they have nothing to do with the company after receiving the prizes. In fact, we should show off the prizes we received and tag the official Weibo to express our feelings and gratitude. Only when you give back to the other party will they be willing to choose you next time. And if you do this often, other Weibo accounts will be more willing to give you prizes in the future.