The must-read social media operation secrets

Community operation is an advanced form of user operation . Wherever there is a need to operate users, you can consider using the community approach to operate it.

If you are a B2B enterprise-level business: your employees, customers, and partners naturally have the soil for community. They are all in a specific industry, with the need to learn, to cooperate, and to bind interests. Things that were previously completed one-on-one by sales, BD and customer service can now be completed conveniently and efficiently one-to-many or many-to-many through social networks.

As for the B2C consumer market: For any company that hopes to become a brand, building a community will be worthwhile investing in. If we have to calculate the accounts more carefully: the higher the average order value, the higher the AR PU value, the more suitable it is for building a community.

What should we pay attention to when operating a community?

1. Before establishing a community, think about whether what (your brand) advocates for everyone to do together is meaningful? Do the people you are facing have great unmet needs in this matter?

2. Find out what kind of services the community provides that are your advantage, and why you should do it better instead of others? Focus and make breakthrough at a single point.

3. What does your community encourage people to do or learn together, or what kind of lifestyle does it lead? This value is a symbol of identity. Why does he/she join you and identify with you?

4. If you have nothing, start with creating good content! Content is the core of conveying the brand spirit: if people don’t understand you, how can they play with you? But remember: creativity serves content, and content serves the brand. Many people get it wrong.

5. On the Internet, as long as it is a startup brand, no matter it appears in the form of an Internet product, a WeChat public account, or a so-called "platform" or "community". Be sure to pay attention to content, because every piece of content is a process for you to greet and build a relationship with your target audience.

6. The ways to achieve user growth are different at different stages. After reaching a bottleneck under a single communication form, you must dare to look for breakthroughs and do not limit yourself. Nothing is impossible.

7. Think about what (advantages) you have behind you and do it, don’t force it. Many new media operators often do not have the patience to learn industry knowledge. They always try to piece together content and play with creativity, which is superficial. In fact, in the long run, it is not conducive to the development of the organization.

8. The community is an ecosystem and an advanced form of user operation. In this ecosystem, value exchange and a community of interests must be formed, so that the community will be more sticky. Think about what kind of ecosystem your community has created? What kind of value exchange is provided?

A while ago, a friend of mine, who is the marketing director of a startup, provided young people with room renovation services for a few thousand yuan. His vision was to make young people live better. He asked me how to build a community.

I said, before the brand content system is built, don’t think about social media first, just focus on doing the content well.

Why? Because marketing is actually the communication of information and content. Whether you are posting articles on a public account , shooting a video, or doing online or offline activities, information is being conveyed at all times, and content is the core.

What is your philosophy? What do you bring to others? What to say to others? If you don't have a clear idea of ​​what the content is about, or if the content you carefully produce based on the established direction is not popular in the market, then there may be a big problem: it is very likely that this direction is a pseudo-demand we imagined, or otherwise, our team is not good at doing this.

In this case, when the community is established, what will you communicate with everyone? What should we do together? Can you become an opinion leader and center in the community? Of course not.

Finally, to sum up, there are three major factors that must be considered when building a community:

1. Shared values: Behind this is a clear positioning and understanding of user needs.

2. Sense of ritual and participation: The specific manifestation is community activities (online and offline).

3. Cultivate community ecology: realize value exchange and let everyone get what they need .