We discovered these secrets from the public account comments of Alipay, Durex, and Baidu PR

Editors may have a deep understanding of operating a public account . We are always in a state of: "What the hell is the content today?", "Oh my God, will I be sued for infringement after posting this content?", "How should I write the copy ?" Where does the content come from, how to produce high-quality content, and how to prevent users from feeling aesthetic fatigue with our content are questions that most editors/ self-media professionals think about.

In fact, when dealing with fans, in addition to the content of the official account, it is equally important to reply to netizens' comments. Although local public accounts have different positioning from self-media and corporate public accounts with their own IP attributes, apart from the layout title and content style, we may be able to learn something from their comments and replies with different styles~

Professor Yin complains - joke teller

Features: The reply is somewhat unexpected, but upon second thought it is quite funny.

Professor Yin's Tucao is a public account opened by Professor Yin, a funny blogger on Weibo. The jokes may not make you laugh (believe me, love turns to darkness when it is deep), but the comments from netizens are very interesting and mostly teasing. Professor Yin also maintains his sense of humor when replying.

Alipay - Cheap

Characteristics: Not every message is replied, but basically the replies have an attitude of "come and hit me if you dare". In order to satisfy netizens, calling netizens "dad" and betraying colleagues is nothing.

Dayu has privately lamented to colleagues many times: the content of Alipay's official account is so capricious! What about the hundred ways of typesetting, the thousand techniques of matching pictures, how to make high-looking header and background images to attract attention and reposts... These kinds of practical articles seem to be completely ineffective in front of this official account. Because people really don't need it, I won't say much about the blurry pictures and random layout. It's just a hot topic on Valentine's Day . With a title and two "woof woofs" in the content, it easily got over 100,000 views and more than 5,000 likes. I really want to meet the cool and awesome operator behind the Alipay official account.

This year's Baidu PR - self-deprecation

Features: Darker than the real thing, it will turn you pink; darker than the real thing, it will turn you white~ (Many celebrities also whiten themselves by blackening themselves, hush, I didn’t say anything…)

Baidu encountered many incidents in 2016. The Hemophilia Forum, the Wei Zexi incident , and the Liu Chao incident pushed Baidu to the forefront and received criticism from many netizens. As a member of "BAT", how to conduct public relations after a crisis occurs to save the corporate image and reduce losses has also attracted much attention from netizens. However, Baidu's handling of several major events in 2016 failed to "satisfy" netizens, and many netizens ridiculed that "this Baidu's public relations is not very good." As a result, not long after, Baidu PR began to mock itself as "this Baidu PR". In addition to opening a Zhihu institutional account, it also opened a public account in July 2016. The introduction of the official account is very concise - "We are the Baidu PR that everyone thinks is not very good", and it seems that it is determined to go the route of self-deprecation all the way to the end. Although it has not been open for a long time and has not posted many articles, judging from the comments, the public account has gained a group of "loyal fans"~

Durex - Dirty

Features: Related to Durex. . . I can't think of anything else except love and dirt (covering my face)

Durex, which is good at marketing, is not only on Weibo and hot topics, but also on the WeChat public account platform. For a while, I was a loyal fan of Durex’s public account (covering my face). Durex's posters and copywriting are also the object of study for many new media editors. Unlike Weibo and hot marketing , Durex's official account has become an emotional expert, often inviting some celebrities to analyze the various emotional troubles encountered by modern young people, which is simply irresistible. This way of talking about sex and love not only fits the product positioning, but also makes marketing more interesting, easy for fans to accept, and highly interactive.

A woman with a fragrant soul——caring

Features: The reply feels like that of a warm-hearted best friend, very considerate, making netizens feel like they are chatting with a gentle woman.

The public account "A Woman with a Fragrant Soul" was created by two female writers. The positioning of the public account was very clear from the beginning - "This public account is positioned for middle-class women. Most users are between 25 and 40 years old, live in cities, have a good level of education, and have strong consumption power. At the same time, they also face many problems in life, work, emotions, etc." At the end of 2015, this public account was awarded the title of "The Warmest Self-media" in the "2016 Self-media Worthy of Attention" list released by "Luyu Youyue" and Xinbang , and was also evaluated as "the exporter of the warm power of self-media platforms ."

In addition to the above public accounts, the comment sections of public accounts such as Caobianwangshi, which often interacts with netizens, and Papi Jiang, who is known for her witty remarks, are also equally interesting. It is said that nowadays, when evaluating a public account, people no longer look at the cold number of readings. The new criteria for judging are how many likes you can get, how many netizens are willing to spend 1 minute typing some text replies in the comment section after reading it, and how many netizens are willing to grab a seat in the comment section.

Among the public account comment reply cases listed, no matter what style of reply, it is a way to communicate with netizens. During this communication process, the public account operator can gradually strengthen the connection with netizens, and personalized replies can "humanize" the public account to a certain extent. Such an emotional and warm public account is not only more popular, but also easier to improve the "loyalty" of netizens.

Many self-media or local official accounts claim that their content and platforms are "warm and have attitude." I think these details can make netizens feel your "warmth and attitude". If you want users to love your comment section as much as your content, it’s better to start with a reply to a message. Only by being witty, telling a joke, being caring and making friends with users can you gain their respect and love. However, you must continue to accumulate and gradually form an operator's unique style. Of course, not all messages need to be replied to. How to grasp this "critical point" requires the editor to confirm based on his own content and style.

Fortunately, the comment sections of many sites are also very interesting~

Meishan People Network

Shanshui.com/Jintan Food, Drink and Fun

Thai Boredom Website

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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