How to operate Weibo? Sharing of Weibo operation ideas

Recently, many people have asked me how to operate Weibo, including several of my community members. It seems that Weibo is quite attractive. After all, it is a social + search + media platform with strong communication and interactivity.

Each platform has its own characteristics, but they are all similar and cannot escape the same rule: positioning → output content → data analysis → optimization .

Of course, it can also be divided into user operation, activity operation, content operation, data operation, etc. It can be seen from this that operation is not simple, but in fact it is not difficult. Here I will talk about my operational ideas.

1. Simply understand the platform rules

No matter which platform you work on, not understanding the rules is basically a death sentence.

1. Account

There are different account types on Weibo, and each account has different weights. The types can be mainly divided into Gold V, Blue V, Orange V, real-time account, and ordinary account. The weight is determined by the account type, number of fans and quality of fans. Generally speaking: Gold V>Blue V>Orange V>Ordinary

2. Search ranking

If you want to be ranked, you must first be included, and if you want to be included, you must be a real-time account. I talked about this when I wrote about Weibo traffic generation, about real-time accounts .

The ranking is mainly determined by comprehensive factors such as keywords, account weight, content quality (likes, comments, reposts), and release time.

Therefore, whether it is an individual or an enterprise, it is best to get certified first. Individuals can get certified as Orange V, and enterprises can get certified as Blue V based on specific circumstances.

2. Positioning

Whether it is operation or traffic generation, positioning is indispensable. Here I divide it into three types. The main thing is to position the account, depending on what your account is used for.

1. Brand accounts are mainly about communication and word of mouth, and the operation direction is also about high exposure. Of course, large companies will also have public relations teams, but we will not talk about this for now, because for most people, although it is also a corporate account, it still focuses on conversion.

2. Marketing advertising accounts , to put it bluntly, are for advertising. If this is the positioning, then the account is actually very easy to be downgraded. Of course, advertising also comes in many forms. If you want to attract traffic, you can read my previous Weibo traffic-driving articles.

3. Personality type : build a personal persona, then output content in that direction, and finally achieve the purpose of exposure and conversion. It is also the most common type on various media platforms.

3. Content

You can say that traffic is king in terms of attracting traffic and selling products, but as a new media operation, content is definitely king, and this is also a trend. Nowadays, various platforms and users have higher and higher requirements for content.

When producing content, first determine the field. Don’t post about beauty today, travel tomorrow, and games the day after tomorrow. If you do this, then this account will be useless. After choosing a field, you need to keep outputting content in that field.

What kind of content is likely to go viral?

1. Interesting . Weibo is mainly oriented towards entertainment, but the fan stickiness in this area is not high and not accurate enough.

2. Useful , mainly containing valuable information. This type of content is likely to become popular no matter which platform it is on.

3. There are benefits , such as forwarding for a lottery, which is simple and direct.

In addition, there are some beautiful pictures and grass-planting that are easier to become popular, such as beautiful wallpapers, pictures of handsome men and beautiful women, etc. As the saying goes, appearance is justice. I envy those who can take pictures and photography. They can take some beautiful pictures and become popular with proper operation.

What should a good blog post contain?

1. The main text of a Weibo post doesn’t need to be too long. A hundred words or so are enough. It doesn’t even require any typesetting. It is much more comfortable than a public account. Although there are only a hundred words, it really tests one's writing skills. I won't teach you how to write copy here. In short, you should accumulate more and read more in your daily life.

2. Topics , as a major feature of Weibo, are also one of the main sources of traffic. It can be said that topics must be added when posting a blog, but the added topics should preferably be related to the content.

3. Pictures or videos are almost necessary. Beautiful pictures are easier to spread.

4. @ a ​​person and related links. These two are only necessary at certain times. For example, if your content is related to a celebrity, you can @ him to attract attention, or do advertising for others by @ing him when posting a blog post. Related links mean that your content is not perfect, or the source, but never put external links, which will reduce your authority.

How to prepare content?

1. Create a topic library. Don’t think that you can post on Weibo without a topic. Every paragraph you post should have a theme. Many people don’t know what to update after a while, or they post repetitive content, or they stop updating. This is because they don’t have a topic library and update without a goal.

2. Establish a material library . Once you have a theme, you also need to prepare a lot of materials, such as dry goods, golden sentences, stories, pictures, videos, etc. Don’t think about tomorrow’s things tomorrow. Although plans cannot keep up with changes, planned execution is always better than unplanned execution, and the execution is also more comfortable.

4. Interaction

Weibo is also a social platform. As a social platform, there must be interaction. Don’t act aloof. If you want to successfully operate a Weibo account, interaction is essential.

1. Interact with fans

I've seen some people say that they have to reply to every fan's comment and private message, which is simply nonsense. You can do this in the early stage when you have only a few fans to increase fan stickiness, but when you have hundreds of replies and hundreds of private messages, it will take up a lot of your time and energy to reply to each one. Of course, it's okay if you really have to reply to all of them every time.

The key to interacting with fans is to choose a few to reply to, and don't just reply to the same few people every time.

2. Interact with influencers

Of course, I also know that when you have no fans, big Vs generally won’t reply to you, so at this time you can also plan, follow some big Vs in advance, read the blog posts they post, and then grab the hot comments.

Of course, if you can't grab the post, you still have to learn how to hook up. At most, you can pay some money and ask the blogger to like your comment. When you occupy the hot comments under a blogger for a long time, it can also bring you a lot of traffic and attract many fans.

5. Data Analysis

Many people know that data analysis is important, but they don’t know why it is important. I will not emphasize this again. If you are not a professional, then just conduct the analysis based on the most basic ones.

1. Look at the ratio of exposure, likes, reposts, comments, favorites, etc. Earlier I talked about how to judge whether your content is good or not, and this data is a very obvious result.

Likes, reposts, and collections are all recognition of your content by others. If these numbers are relatively small, it may be due to the number of fans, but more should be due to the content.

Commenting is one of the best ways to interact with fans. You can guide users to comment on blog posts. Of course, you can also guide users to forward, like, etc. through activities. This is a common method on Weibo.

2. Index analysis

Weibo has a Weibo Index that analyzes the popularity of various keywords. When you choose a topic and related keywords, you can check it to see the popularity trends, etc.

Of course, data analysis is much more than this, but it is something that most people can do and it is also relatively easy to do.

3. Third-party tools

There are actually quite a lot of third-party tools, and the analysis is more thorough, but third-party tools generally cost money.

6. Optimization

One of the purposes of data analysis is to optimize content. Let’s take a look at a few examples.

For example, the exposure is not good. The previous blog posts have 100,000 exposures, but this one only has 10,000 exposures. What is the reason?

It may be due to keywords. There are no suitable keywords in the blog post; or there may be no topics added, or the added topics are not clear enough; it may also be a search ranking problem.

You see, if the exposure is reduced, there are many areas where you can make optimizations.

To give another example, let’s say a blog post has 100,000 impressions on a certain day, with 2,000 likes, but very few reposts and comments. What is the reason? This is mainly because you haven't guided users. Guiding users to comment and forward, and interacting with users can increase stickiness and trust.

Of course, real optimization is not just about this, it also includes the sentences used in your blog posts, the frequency of certain words appearing, and so on. Maybe it is a very ordinary sentence, but if you change the way you say it, it will have an unexpected effect. This is what I said before, to build a material library and collect more golden sentences.

The above are basically what Weibo operators need to do, and the focus is still on the content. As long as the content is good, why would you worry about not attracting people?

at last,

Practice is the only criterion for testing truth.

Success requires not only scientific methods and thinking, but also practice.

Author: Tianwenge

Source: Tianwenge