How to plan Weibo operations from scratch?

Introduction: To be good at Weibo, fans and reading volume are not the most important things, they are just secondary. The most important things when using Weibo are your loyal fans and content (that is, your influence, the value of your IP). The more loyal fans you have, the more valuable your Weibo is, and you can monetize it. Don't blindly chase some entertainment hot spots or jump on the hot searches, even if you get a Weibo post with millions of views. It's useless. If you don't produce valuable content for your fans, no one will pay for you.

I have seen too many people in the comedy and entertainment field trying to take advantage of hot searches and build a large account with hundreds of thousands of followers. Later, when they wanted to monetize it, it was a tragedy because no one was willing to pay for it, they couldn't get any advertisements, and they couldn't sell their goods. All their efforts were in vain.

1. Positioning first

Based on your own products or advantages, identify an area where you can continuously produce high-quality content. Before using Weibo, you should first establish a content vertical field. The content influencers on Weibo are divided into fields, such as entertainment, food, e-commerce, mother and baby, education, digital, etc. Only by creating vertical content can you attract fans and official support from Weibo. A big taboo on Weibo is not to do positioning and just post content randomly everywhere.

A few points to note about positioning:

First, who are the audiences that are interested in me? where are they? What age group? What things do they follow, what topics do they follow, what influencers do they follow, and what time periods are they generally active? Second, compared with my competitors, what are my advantages and disadvantages? Third, how should we maximize our advantages? Should we make up for our shortcomings through cooperation or alliance? Fourth, what form of presentation is used for the content? Is it continuous short microblogs, headline articles, short videos, a combination of pictures, texts and microblogs, or a combination of multiple forms?

Fifth, during the operation, are there any activities needed, such as forwarding prize draws, fan channels, account headlines, etc.?

2. Content Production

After determining the positioning, we need to consider the production of content. The content generally includes four types: pure text Weibo, graphic Weibo, short video Weibo, and headline articles:

Topic planning: This is the most important link in the entire content production process. Many times, the quality of topic selection and planning may determine more than 60% of the fate of a piece of content. In other words, if your topic selection is particularly good, even if the content is only 50 or 60 points, you will find that the user reading volume, dissemination, etc. will not be too bad. However, if your topic planning is not good enough, even if the content is actually 100 points, the estimated reading volume and dissemination volume will not be ideal. Many times, once a good topic and writing idea are decided, no matter who is assigned to write it, the final product will have a high number of readers; but for an ordinary topic, even if a great deal of effort is spent to polish the content to be extremely good, the final number of readers may not be particularly high.

Data collection: This is actually relatively easy to understand. For example, if you want to make a Weibo post about e-commerce content, you must study how Taobao operates. You have to collect relevant knowledge on through trains, title optimization, detail page optimization, wireless terminal operations, etc. For example, if you want to write a review of Double Eleven, you must understand what activities were carried out from the beginning to the end of Double Eleven, understand the time/time progress, etc., and thoroughly review what happened from the beginning to the end. In short, there is basically no shortcut or special method for this step. Learn to use search engines to search and understand the relevant forums and websites in your industry. Just pay more attention to major events and changes in this field.

Editing and summary: This step is relatively simple. For example, if you are doing e-commerce microblog, you can classify the content you collect according to major e-commerce events, operational information, through trains, diamond exhibitions, Taobao affiliates and other related content. This step is also called material collection, and you can edit and process it when needed and use it. It also avoids a big problem that many people often encounter in the process of producing content: lack of inspiration, inability to write, inability to write smoothly, etc., which makes it difficult to ensure the production of content on schedule;

Content processing: Based on the topic and the previously collected materials, decide what kind of content to process, such as the nine-square grid Weibo and long text and picture Weibo that are often seen on Weibo; you can also make a short video or a long article; in fact, it is still difficult to write a truly original Weibo post. I always believe that no matter how talented you are, you will also run out of ideas, so it is also a good idea to choose some good materials and present them to users in different ways; you only need to expound on a certain topic or a certain center point from several different aspects, build a logical framework for the corresponding content, and then make it in the form of Weibo. You can refer to @People's Daily for this;

Content organization: The organization of content or the arrangement of content is somewhat similar to the program list of the Spring Festival Gala. You must form your own fixed arrangement style, and never make a small change every three days or a big change every five days. You should know that when users read your content, they will gradually form some special cognition and reading habits. If your layout style changes frequently, you are actually adding reading troubles to users. For example, you must determine what content will be released in the morning and in the evening. For example, what will happen if @郑渊杰’s morning check-in is suddenly changed to the evening?

Push presentation: There are also rules for sending microblogs. Generally, they are presented in the form of subject + summary. The format of [subject] + summary + content is generally better and will appear more professional. If you change it frequently, it is likely to cause many users to feel uncomfortable and even turn to unfollow you decisively;

3. How to interact

Interact with fans: In the early stage of Weibo operation, the number of fans is relatively small, so you must not act pretentiously. If a fan reposts, comments or likes your Weibo, you must reply to him and cannot ignore it. People are lazy nowadays. Many people really just read and scroll through Weibo but never like, let alone forward or comment. If you see someone reposting, commenting and liking your Weibo, it means your content is very valuable to him. Such a person can be easily cultivated into a loyal fan, so you must communicate with him more. As you become bigger in the future, if you get too many reposts, comments and likes and you are unable to reply to them all, you can choose some familiar faces or some high-quality comments to reply or repost.

Interact with other bloggers: Weibo itself is a social platform. You can have independent opinions on Weibo, but you should not be too isolated. There is no need to play the game by yourself. Communicating with other bloggers via private messages, or commenting on, forwarding, and liking each other's posts can greatly increase your Weibo exposure. Integrating into a circle of Weibo players will make Weibo operations more efficient.

Popular Weibo comments: There are popular Weibo posts in almost every field, which are divided into 1-hour list, weekly list, monthly list, male list and female list. The corresponding ones are relatively popular Weibo posts, and there will be a large number of people commenting and viewing these Weibo posts. Organizing sharp opinions and language to comment can gain a lot of exposure opportunities.

Hanging out with rich men: Big names usually have millions of fans, and most of them are die-hard fans. One Weibo post from a big name may have more followers than dozens of yours. Therefore, when using Weibo, you must associate with big names, especially big names in your own field, and establish good social relationships. Their forwarding and liking of your Weibo posts are excellent ways for you to increase your followers and enhance your influence.

4. Make good use of tools

Official paid tools: Weibo has three main paid promotion tools, namely Fans Headlines, Fans Pass and Micro Tasks.

Fans Headlines are divided into two types: recommending a single Weibo post and recommending your own account. It is relatively simple, and the fee is determined by the number of your fans. Ordinary players can also play it;

Fanstong is relatively powerful and can display advertisements to selected groups of people in the Weibo information flow, which is divided into two types: pay-per-click and pay-per-display. Generally, it is used more by enterprises, and it may be too expensive for grassroots people to afford it;

Micro-tasks are relatively simple, that is, posting paid tasks to let big Vs help you forward Weibo. One way is to specify a big V to pay, and the other is to post tasks for big Vs to forward. Pay according to the number of readings. When I played it before, it was 0.5 yuan per reading.

Other tools: For example, Weibo's forwarding lottery tool, after the revision, you need to pay 9,800 yuan/year to use all the functions, and there are also data analysis tools, Weibo showcases, etc. These tools are not difficult to use. If you want to know more, you can follow me on Weibo @张牧歌 and send me a private message to tell you the specific gameplay;

Third-party tools

Content management: Weibo content library, Pipi time machine, Weibo jokes

Scheduled release: Scheduled expert, Pipi time machine, Weibo scheduled release, Enjoy Weibo, Scheduled V, Time machine, Scheduled showone

Multi-platform release: Xianpai Weibotong (wbto.cn), Weibotong (weiboto.com), YiBo Weibo, FaWave (plug-in)

Fan analysis: micro data, Weibo fan analysis, Weibo analyst, attention query, zombie fan killer, Green Flora

Content analysis: Weibo trends, Weibo tipping points, Weibo public opinion, and statistics on the number of fans who forwarded the posts

Comprehensive management: Kongming social management, Zhongqu, Weibo master

Jigsaw puzzle tools: Wen Zhang Jigsaw, GIF Kuaishou, Meitu Xiuxiu mobile version, Potoshop, PPT Jigsaw

Weibo text to image: (changweibo.com), long Weibo (cwbgj.com), 135 Editor, Hammer Notes, zine

Short link generation: Baidu short URL (dwz.cn), Sina short URL (sina.lt), i typesetting editor

Note: Some of the above tools may no longer be available, so just choose the one that suits you.

5. Event Planning

A very important point in using Weibo is activity. You need to make your account active so that you can get official attention and support, and your account will also be weighted. In addition to daily content updates and interactions, activities are also an indispensable link. They can not only increase the activity of the account, but also gain a lot of exposure or increase the number of fans through forwarding.

How to plan an event

Planning based on time reasons: such as statutory holidays, seasonal changes, today in history, major events (Double Eleven, childbirth, etc.);

Products or goods themselves: such as new product launches, discount promotions, trials, etc., or directly forwarding goods, such as the launch of iPhone X;

Social hot spots, entertainment hot spots, news hot spots: such as forwarding and sending related products during the World Cup;

Self-created hot spots: Self-selected reasons to plan Weibo activities;

Author: Zhang Muge

Source: Zhang Muge

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