99% of corporate new media are half dead, and they die because of these 15 words
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I have been particularly fond of Haier recently, and actually I liked it quite a lot before. Generally speaking, if someone asks me which companies I think are doing the best in new media , I would say Haier rather than Alipay , because we all know that not all companies can imitate Alipay's model, but Haier's operating model can actually be replicated. Even in many interviews, I mentioned Haier many times. Haier’s official account is not very popular, but it is particularly addictive. To put it simply, it is not tiring to watch Haier's content, even if it cannot easily reach 100,000+. As an aside, my fondness for Haier's new media led me to choose Haier's home appliances when I was decorating my new home (who says new media can't drive sales?) Fortunately, I have had some contact with Haier’s two new media directors. Whether it was Mr. Shen Fangjun or Mr. Li Qiangqiang, the ideas they conveyed were easy to believe. It was only a matter of time before Haier’s new media became popular. Since last year, the "Blue V Alliance" led by Haier has become a regular way for corporate Blue Vs on Weibo after many battles. It is no exaggeration to say that he became famous in one battle. My understanding of the Blue V Alliance is that Haier has taken the lead in stimulating the operational enthusiasm of corporate official accounts, which is a groundbreaking event. How many Blue V editors have been stuck in the embarrassing situation of "0 reposts, 0 comments" before. They are helpless. In this era of entertainment to death, in which the top three hot searches are always on the Weibo of a certain celebrity, how many people will care about what a company is saying? Haier showed them a possibility. Perhaps, if Haier's official Weibo had continued like this, it would at most be the second Alipay. But now, as the "800,000 Blue V Head Coach" and the one who ignited the spark, Haier's significance is very different. The expansion of the Blue V Alliance means that another valuable area has been found for Weibo. To some extent, Weibo should thank Haier for allowing more Blue Vs to re-recognize the value of Weibo. One day I was reflecting, Durex was successful, and we said that Durex products were inherently social; Alipay was successful, and we said that was because it was Alipay; Haier was successful, and we found all kinds of reasons... We denied the inevitability of their success and were foolish enough to attribute it to luck. Recently, Haier's Shen Fangjun's speech on corporate new media has been recognized by many people. I have read it at least three times and feel it is necessary to share. Why are 99% of corporate new media accounts half-dead? I'm afraid I won't even survive the first one. If there are any secrets and shortcuts for corporate new media, it should be these 15 words. The following content is reproduced from "Insert College" 12 Reverse Thoughts on Enterprise New Media Author | Shen Fangjun (New Media Director of Haier Group) Anchor | Mo Fan 01. “If senior management is willing to delegate power, middle management does not interfere, and editors dare to make decisions,” it will be difficult for corporate new media to do poorly. What I fear most is the review preview and repeated revisions. Whether it is good or not depends on just one word, and one manuscript cannot decide anything. It is a pity that many editors have to stay up until midnight waiting for feedback from their leaders. What if the leader is on a plane or at a drinking party, they can only wait foolishly. Many people resign in anger. Except for important and urgent special manuscripts, there is really no need to be too fussy about general manuscripts. Managers can't control their desire to meddle, which makes editors feel like idiots. Since you hired him, you should believe that he is more professional than you. 02. Operating an official WeChat account is like falling in love. If you just talk in a monotonous way, the other person will find it annoyed. But if you flirt with her for a few times and then stop, the other person will think, "Why the hell don't you come over?" This is especially evident when the official Weibo account is chasing hot topics. During the Spring Festival, Haier was on the hot list of many celebrities’ Weibo accounts, with netizens commenting “Here we go again” and “Haier is becoming more and more active like a high imitation every day.” As a result, Haier suddenly became quiet, and during this period, almost all the comments in the hot comments section were "Why hasn't Haier come yet?" and "I'll save a spot for Haier." 03.Everyone is chasing hot topics, but some people are high-profile and some are low-profile. It doesn’t matter whether you are right or wrong. The postures can be as uninhibited as you want, but the bottom line must not be crossed. If new media is no longer a hot topic, what is it still called new media? In fact, there are some skills in following hot topics. Some people say that Durex's products are naturally dirty and it is easy to succeed in following any hot topic. This obviously denies Durex's creativity as a pioneer. For Haier, a company that sells home appliances has also become an internet celebrity and a comedian. Obviously, this has no strong correlation with its own attributes. After Haier, the mighty army of Blue V began to march out everywhere. You have to know that before this, the brand’s official Weibo account had always been unknown and lukewarm. The bottom line is the three views. 04. Never imagine the operation of an official WeChat account as a matter of life and death, and treat every punctuation mark as an official statement. Being cautious is a good thing, but it is not necessary to be on the edge all the time. Operating an official account is like being a person, and the principles of being a person are the bottom line of the official account. When you speak, just express yourself naturally. The official WeChat account is indeed the microphone of the company. In special circumstances, it is the most authoritative statement outlet for a company, but most of the time it is just a social media account, nothing more. Nowadays, people can accept that editors are editors and companies are companies. In the daily expression system, most official accounts at most represent the will of the editor rather than the decision of the company's board of directors. You can be serious when releasing important information, but it is not necessary during daily operations. Haier’s official Weibo account is very divisive. It can be whatever it wants normally, but when it comes to making announcements, the tone changes immediately and the words are clear and loud. 05. KPI has its reasons for existence, but it can also be abandoned. The devil is always one step ahead of you. The other party will always find a way to deal with you. If the person is right, full trust will enable him to do better; if the person is wrong, no matter how complicated the assessment mechanism is, it will be useless. If an assessment is necessary, relative indicators such as activity (interaction volume/total number of fans), open rate, and pass rate (ratio of open rates to pass rates) are obviously much more reliable than absolute indicators such as number of fans, reading volume, and likes, but they are equally ineffective. You can lock up a gentleman but you cannot lock up a villain . The feeling of being trusted often brings out the strongest creativity. First-class talents are rebellious, and first-class public relations companies are also strong: just give me the money, and don’t interfere with the rest. 06. It is better not to look for suppliers for corporate new media operations . If you must find one, you must find the best one. In an era where a product on Taobao can get thousands of views for just a few dozen dollars, and tens of thousands of fans for just a few hundred dollars, inferior suppliers will completely deprive you of the opportunity to communicate with users. "Is your KPI high?" "What is your budget?" Without a doubt, these are the two issues that all third-party suppliers are most concerned about. When it is so cheap to brush KPIs today, why can you expect it to consciously put in a lot of effort to operate it for you? The top management has no energy, the middle management takes kickbacks, and the company suffers greatly. If you can even entrust the official Weibo account that is closest to users to a third-party company, you are already a million miles away from your God. But top PR firms are still trustworthy. The reason is simple: new media is also a professional job, and in the current chaotic situation, professional ethics is most tested. Obviously, top teams will value their brand more than their lives. 07. It is normal for the new media industry to have a high turnover rate. It's not a big deal for an editor to change jobs. Many big editors have changed several times but are still busy. With a good user base and a relaxed environment, they can do without anyone. It is extremely easy for large-scale operators to become inflated. Faced with such a large amount of interaction and dissemination data, their own salaries seem extremely pitiful. Why do I only get so little when I have created such great value for the company? In fact, I haven't thought this through. There are many great editors, but few great social media accounts. There is actually no threshold to this industry. Realizing your own value on a good platform is a reward in itself, and your value will gradually increase. The company will measure your value. Be patient and wait. You will earn much more than if you change jobs. 08. All the new media we are talking about now is actually not new anymore. What is the media of the future? If you think about the future, you may be able to make a vague guess about how you would like to get information from smart glasses or bathroom mirrors. A table or a chair may have an independent IP. Isn’t it cool to think about it? “Two microblogs, one terminal, and one website” has been mentioned for so many years, and new media is no longer the so-called “mobile” new media. Haier has already produced refrigerators with high-definition screens that can be connected to the Internet. You can place an order for whatever you need at any time. It has also produced smart magic mirrors for smart bathrooms. You can ask it, "Magic mirror, magic mirror, am I beautiful?" Friends, the future in your eyes has become a reality. What will the media of the future be? All flowers and plants have the potential to become information carriers. I am reminded of the saying "familiarity is not necessarily true knowledge". 09. Don’t think you are great just because you have tens or millions of fans. First, they are not as loyal as you think. Second, it is very easy to check water meters and close sluice gates nowadays. Fans are classified as "subscription-type user resources" in the user resource dimension of Haier New Media Editorial Department. Most of them simply recognize your content. Never think that you have a large army and can attack wherever you point. What matters is that you think carefully about how to create greater value for them, because they may leave at any time. The entrepreneurial direction of Haier New Media is to meet the personalized needs of these users, such as shampooing machines, bathing machines, and cat washing machines. 10. Many corporate new media practitioners envy self-media people, but there is no need for that. You see it's easy for them to make money, but it's equally hard for you to imagine the hardships they go through. Everyone has their own ambitions, and there are always gains and losses. When I was an undergraduate, Weibo was at its peak, and my tuition fees all came from the advertising fees I earned on Weibo. At one time, I was a small KOL in Qingdao, and I easily earned several thousand yuan a month when I was a student. After I started working, in order to avoid suspicion (actually mainly out of laziness), I stopped operating my account. In fact, I think very clearly that if you run your own media, you may feel that you can make money quickly in a short period of time, but on a large corporate platform you can integrate more resources to depict a more macro dream. Everyone has their own aspirations, right? 11. Although it is cruel, this bucket of cold water still needs to be poured. Being in this industry, we take it today. In fact, in quite a few areas, the impact of new media is still minimal. The boss is no dumber than you. Who would release the eagle if he doesn't see the rabbit? You can't think that your leader is an idiot just because he doesn't pay attention to you. In fact, every company leader who has made it to this point sees further than you do. The reason why it is not given so much attention is simple: new media has not yet brought urgent value to enterprises. In a large enterprise with a market value of hundreds of billions, how much value can the new media you control bring to it? 12. Don’t listen to them when they say winter is coming, spring has not yet begun for this industry! This is definitely a good time, just wait and see! Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @沈方俊Compiled and published by (Qinggua Media), please indicate the author information and source when reprinting! Site Map |
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