6 ways to operate Weibo for beginners, get started quickly

01. Understanding of Weibo Operations

If you have never operated a Weibo account before, you can check your Weibo account more often before you start. Of course, checking your Weibo account is not the same as checking your Weibo account at other times. You need to check your Weibo account from the following aspects:

1) Be selective: choose industry-related Weibo

If you are operating an e-commerce Weibo, then you should choose a more famous e-commerce Weibo; if you are operating in the education industry, then you should choose an education industry Weibo.

In short: you should choose to read Weibo posts related to the industry you are in, and don’t read them blindly.

2) Which ones to look at?

Look at the more famous Weibo in the industry, mainly look at:

What do they post every day? How many messages do they post every day? When do they post messages? What activities have they done? What kind of activities were they? Do they interact with other Weibo accounts? What is the frequency of interaction?

The main purpose of reading these is to learn and imitate. If you have never operated a Weibo account, or have never operated a Weibo account in a related industry, then you can usually go wrong by imitating the big Weibo accounts in the industry.

3) Weibo Positioning

When looking at the big Weibo accounts in the industry, you will find that each Weibo account has a different positioning. The premise here is that you are operating a corporate Weibo, not a personal Weibo.

Some are personal Weibo accounts, which mainly use personal influence to convey information. For example, the e-commerce @陈欧 is a typical personal Weibo account, which uses its Weibo influence to promote Jumei Youpin and sends out some discount information, coupons, and activities at any time. The advantage of this kind of Weibo is that the Weibo account has emotions, and fans feel like they are making friends and chatting with a "living person". They don't feel like they are following a cold Weibo account. The information promoted is also more acceptable to people. After all, it feels like an acquaintance is recommending content to you.

Some are corporate brand-oriented Weibo accounts, which are mainly used to spread corporate brands, such as @天猫 and @杜雷斯. They will promote corporate brands and increase corporate brand influence. Perhaps this type of Weibo account will have a self-positioning, such as a funny personality or a formal style... But for fans, it is still not a "living person". It is just a corporate Weibo account that they follow. It doesn't feel like making friends and chatting, but why do they follow it? Because the content is entertaining, or fans want to know about corporate information and trends.

Some are content-delivery Weibo posts. Although these are corporate Weibo posts, they mainly deliver content and rely on content to attract fans. They are more common in the education industry, such as @慕课网 and @实验楼官方微博. Both are Weibo posts in the IT education industry and mainly use content to attract fans and keep their attention. Fans who follow this type of Weibo mainly want to obtain practical and useful content, and this type of Weibo generally has less personal bias.

There are many Weibo positionings. You must roughly determine the Weibo positioning you are operating before operating it. Otherwise, you will just post Weibo content aimlessly, resulting in not knowing what content to post every day and not being able to attract fans because fans don’t know what to pay attention to.

At the beginning, you may not be clear about the positioning of Weibo, but don't worry, take it slowly, and find your own Weibo positioning while practicing Weibo operations. Only after you find a clear positioning can you operate Weibo regularly and efficiently.

I believe that the above three aspects can give you a clearer understanding of Weibo operations before you operate it, so that you won’t be blind and confused. After all, there is a big difference between actually operating Weibo and just playing around with Weibo.

02. Understand the user groups that Weibo targets

Now that you have a general idea of ​​how to operate a Weibo account, the next thing you need to do is to understand the user group that your Weibo account is facing. Is the target user group students? white collar? girl? Boy? programmer? Of course, this is determined by the company's products, but Weibo operations also require a clear user portrait, so it is necessary to know what content the target user group likes, what topics they usually pay attention to, what information they want to obtain, how they like to communicate... Only after fully understanding the user group can you know what content to post and how to push information.

If you don’t understand the user group, then even if you have completed the three aspects of the first part, you can only say that you have a general understanding of how to operate Weibo, but you don’t know how to operate it specifically. Therefore, this is a very necessary and important step.

This step cannot be sloppy, but it cannot be rushed either. It requires more reading and practice, more reading of industry Weibo, and more exploration in actual practice. Eventually, you will definitely have a clearer user portrait. In the process, you will also know what kind of content and what methods can better attract fans to read, click and forward.

03. Cultivate users’ reading habits

After gaining a basic understanding of Weibo operations and knowing clearly what content to post on Weibo, you may feel that you know how to operate Weibo. However, we still need to cultivate users' reading habits. Only by cultivating users' reading habits over a long period of time will users know when to read your Weibo content.

When we take the first step of learning about the big Weibo accounts in the industry, we need to see when they post on Weibo. You will find that the time they post on Weibo is basically the same every day. They don’t post whenever they want. This regular time for posting on Weibo is to cultivate users’ reading habits.

So when should you choose to post on Weibo? In the initial stage, you can refer to other Weibo accounts in the industry and slowly adjust them in actual combat. Continuous attempts are needed in the early stages, and you will eventually find a time point that is better for pushing Weibo information. Weibo pushes at this time point will have a larger number of views, more clicks, and so on.

Generally speaking, there are more readers at 7-9 a.m., 11-1 p.m., 5-7 p.m., and 10-midnight. There are more people who open Weibo and browse the Weibo posts. If you look closely, you will find that there are more users reading Weibo in the morning, at noon, after work in the afternoon, and before going to bed at night, which is in line with the users' habit of using Weibo. Think about whether you usually browse Weibo at these time points. Therefore, it is more effective to push information at these time points.

The frequency of push notifications is also a problem, because it is impossible to flood the screen with push notifications during the times when there are more readers, as this will only cause disgust. Therefore, it is necessary to determine how many hours the information is pushed. Frequent push notifications may include one message per hour, infrequent push notifications may include 1 to 2 messages a day, or even one message every few days. The push notification frequency needs to be determined based on your own Weibo positioning, after analyzing the user group and determining the push content.

04. Weibo activities

I believe that after going through the previous aspects, you will have a general basic understanding of Weibo operations. You know what content to post every day and have a better understanding of the preferences of Weibo fans. However, this alone is not enough. After all, there are various Weibo celebrities on the Internet. No matter how good your content is, it may not be seen. Therefore, you also need activities to attract user attention.

In order to activate Weibo fans and attract fans' attention, you need to do some small activities from time to time. First, you can promote products or corporate activities, and second, you can activate fans and make more people like you. Of course, if you have a lot of money, you can do any activities you want, such as forwarding to get XXXX cash or forwarding to get XXX car. After all, who doesn't want to get a prize by forwarding? However, our general companies have financial considerations when doing activities, so you can consider Weibo activities from the following aspects:

1) Use your own money to run the event

This method is more flexible. After all, you are using your own money to run the event, and you can give whatever gifts you want. The disadvantage is that if you don’t have many Weibo fans, this type of event with limited funds may not bring in a lot of attention and reposts, unless you have a good relationship with a Weibo celebrity who can help you repost, and you spend money on fan promotion.

2) Cooperate with other accounts to organize activities

This method is either one person providing prizes and one person organizing an event, or two or more people jointly organizing an event. The advantage is obvious, that is, everyone promotes together, and the influence is greater than that of one's own account. The disadvantage is that it is not so easy to find a Weibo account willing to cooperate.

05. Weibo promotion

We all hope that our Weibo can be followed by more people and have a large number of new fans every day, but the reality is that there are only a few new fans every day. Therefore, in order to get everyone to pay attention to our Weibo, we need to do Weibo promotion. In fact, holding Weibo activities is a kind of Weibo promotion. So besides holding Weibo activities yourself, what other ways are there to promote your own Weibo?

1) Fans Pass

Weibo’s official promotion channels have various promotion methods to choose from, including content promotion and Weibo account promotion. You can try them out for yourself. Talking too much will be useless. You need to practice it yourself.

2) Find other Weibo marketing accounts to promote

Most of the non-celebrity Weibo accounts you see on Weibo now are marketing accounts, which means you can pay to post content. If necessary, you can also find marketing accounts to promote it. The quotation for each marketing account is different. The quotation for Weibo accounts with great influence can reach hundreds of thousands. The Weibo marketing accounts of some industries are relatively cheaper, and only a few hundred are enough. Whether you want to find a marketing account for promotion depends on your own needs.

3) Other ways

The two ways mentioned above are both within the Weibo system. Of course, there are many other ways. The most common ones are a video plus a Weibo account, a picture plus a watermark, or going to other channels such as Baidu, WeChat, communities, etc. to promote your own Weibo in various ways. As long as you want, there is nothing that cannot be done. It’s just a matter of whether you are willing to do it.

06. Learn to use other tools

Weibo operations often involve the production of pictures, graphics and texts, long Weibo pictures, and scheduled Weibo posts, all of which can be operated more efficiently with the help of other tools.

You can use a website that specializes in making pictures, such as Chuangketie, to make pictures. It doesn't matter if you don't know how to use PS or have no aesthetic sense.

There are usually various application websites for long microblog pictures, and you can find them all with just a search;

You can use the scheduled microblog function that comes with Weibo, but it can only be scheduled for 2 days at most. You can also use other platforms, such as Pipi Time Machine, which can be scheduled for a month.

Of course, there are various other tools that will naturally be involved in the process of operating your Weibo. Just search Baidu or Google and you will definitely find the tools you want.

07. Last

The above 6 parts mainly introduce the aspects that a novice should start from to operate Weibo, which is sufficient for the initial stage, but as the operation deepens, there are still many aspects that need to be done, such as data analysis, how to organize the content and in what way to make more fans click and forward, when to do the event and when is the best time to post the event Weibo, how to take advantage of hot spots, how to create hot spots, how to write copy to be more attractive..., there are too many things involved, so I will not introduce them here, and I will have the opportunity to introduce them one by one in the future.

For those who have not been exposed to Weibo operations, operating Weibo is a very simple thing. However, after actually getting involved in operations, one will find that operating Weibo is not simple at all, and it also requires an all-round talent: someone who can act cute, write copy, use PS, be gay, and act like a spoiled child... In short, one must be able to do everything.

Finally, there is one more thing we need to tell all of us Weibo operators: you must be able to endure loneliness, be able to do miscellaneous things, be able to be a schizophrenic, and be able to complain...

Author: Xiaoxin

Source: Xiaoxin

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