Enterprise Weibo operation methods and strategies!

When it comes to corporate Weibo operations , after reading too many theories of operations, exactly how to do it has become the question that every operator wants to know most. What is the essence of corporate Weibo operations? The metaphor of "making friends" is really the most appropriate.

Here we will use popular language to explain from three aspects:

The early foundation construction determines the development direction and overall tone of the official Weibo account;

The essence of operation is: do things that please people, and you will have people who like you;

Only by being good at self-reflection can we constantly improve ourselves.

1. The early foundation construction determines the development direction and overall tone of the official Weibo

Just like building a house, the quality of the foundation determines whether the house can withstand wind, frost, rain and dew, and the same is true for the operation of the official Weibo.

01 Official Weibo is not a corporate megaphone

Many people start operating official Weibo accounts just for the sake of doing it, and most of them do it to get a free publicity channel. The most important thing in operating an official Weibo is to first understand the significance of establishing an official Weibo, which is not to add a corporate loudspeaker.

As a social platform with large traffic, the essence of Weibo lies in "socializing", or in layman's terms, "making friends". What’s important about “making friends” is not bragging about yourself, but what you can bring to others. Once you understand this, you have entered the door to Weibo operations.

02 Clarifying account positioning has guiding significance for Weibo operations

Once we understand that the essence of official Weibo is “making friends”, we can analyze ourselves. How to locate an account? It generally includes three aspects : operational objectives, audience analysis, and image building .

The operation goal is to give the account a reason to exist and confirm that the main purpose is for brand promotion? Or is it for sales conversion? still……?

After understanding the goal, you need to start looking for the right audience - audience analysis. At this time, you need to do a lot of research to understand what kind of people can be attracted. You must be precise and don't set the scope too large. A too large scope often means no scope.

The last step is image building, which is the same as falling in love. Once you have someone you like, you have to think about what kind of image will be more likely to attract him. It is necessary to set a setting for the external image of the official Weibo, including gender, age, personality, hobbies, specialties, etc., and build it as a person, which is also called personalization.

03 Cultivating both the inner and outer aspects is the basic quality of an official Weibo account

As the saying goes, clothes make the man, and saddles make the horse. After having a vivid "personality", we need to start designing our external image and equip ourselves with more "skills".

Weibo renovation is urgent. Renovation is a "face" project and must "make a shining debut" in the early stage of establishing the official Weibo. The subsequent " custom menu bar " and " fan service platform " are basic survival skills and also top priority.

(II) The essence of operation: Do things that please people, and you will have people who like you

We just talked about “making friends”, so how can we make friends? Let’s first take a look at the general classification of Weibo operations, as shown below:

01 Event Operation

Most official Weibo accounts basically just publish daily content and occasionally hold lucky draws. In fact, on a social platform, event operations are more than just raffles. Cross-industry cooperation, UGC activities, and social campaigns are all good ways to conduct activities.

Cross-industry cooperation: "make friends" with blue V bosses, attract each other's traffic, play to each other's strengths and avoid weaknesses, and get what each needs.

UGC direct activities: "make friends" with existing fans and potential fans, cultivate loyalty, and form tacit understanding.

Social Campaign: Make friends with celebrities, influencers and their fans, help each other, expand influence and increase brand voice.

02 Leverage Operation

To put it bluntly, taking advantage of a situation means "joining in the fun". You appear wherever there is a lot of excitement, become familiar to others, and enhance your favorability on social platforms by expressing your own opinions. It is generally divided into hot spot leveraging and celebrity leveraging.

Leverage on hot topics: Filter hot topics occurring on the platform, and choose events that are suitable for “joining in the fun” to publish content based on your own needs.

Leveraging celebrity influence: Actively or passively interact with celebrities based on their actions to increase exposure and improve favorability.

03 Weibo Matrix

While "making friends" with other people, you also need to build good relationships with your family and enhance your "family" strength. At this time, you can consider creating a Weibo matrix, with each account performing its own duties, doing a good job of operation and maintenance, and casting a comprehensive net over the crowd. Due to the different positioning of accounts, flexible combination according to needs can often produce unexpected results.

3. Only by being good at self-reflection can we continuously improve ourselves

The most frightening thing about "making friends" is making friends who don't know how to reflect on themselves. Such friends are always self-righteous, and ultimately the people who were originally attracted to them end up parting on bad terms. Only by being good at self-reflection and managing relationships with fans can you retain more fans.

01 Content Operation Analysis

The essence of content operation analysis is to observe the audience's reactions and infer the audience's preferences so as to make tactical adjustments in future execution and stop losses in time. Analysis can be conducted based on the backend data, at least once a month, and a comprehensive review should also be conducted every quarter and half year.

02 Public Opinion Monitoring

The essence of public opinion monitoring lies in understanding one's own position and environment, making objective judgments on one's own behavior based on the public opinion environment, and guiding the next operational actions. Weibo has a searchable micro-index for viewing. Specific behaviors can be searched by keywords to view the content of the discussion.

In short, operating a corporate Weibo account is a job that requires constant exploration of new ways of making friends.

Author: Wei Si Dun

Source: Wei Si Dun

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