enterprise operating official micro-blog, not just as an online version of customer service phone, but to a more open, positive attitude, and consumers continue to interact
The official micro-blog
companies often fall into a state of split personality: always with pragmatic brand image of the show, but was told in social media must be lively, not to interact, the traditional mode of discourse into a new social media platform. Then, the top blue V account is like a nightclub into a pure girl, not to sit or stand, watching Durex brands such as hold live audience in love.
this is a lot of companies are not accustomed to dealing with the mass consumer, social marketing, the most important confusion: dialogue with what people, what kind of words. What social marketing experts tell you is always about principles, not words.
pure girl how to play night club, I think, a simple principle is: "do yourself."".
as the official platform, enterprise official micro-blog needs to convey a consistent brand image and message, using the fit and brand discourse system, set clear social marketing goals, rather than in front of the number of fans, the amount of forwarding index in disarray. This is like a pure girl, in order to fight for a breath, indulge in a nightclub, naturally attracted countless eyes, but every night so, it will lose the "pure" reputation.
enterprise official micro-blog can act as an effective source of information in social media, and as an important part of the layout of enterprise media (owned). But at the social level, they are congenitally deficient.
some companies have a large corporate social platform account matrix, which brings all functions and roles to social media. Recently, technology vendors have been thinking of using sensors and linking technology to add various objects in the company to social media. For example, the company’s door will have its own micro-blog, but he will only say, "I’m going to close the door", and not intimate and everyone gossip, "CEO" and a strange woman at 9 last night into the office." Enterprise micro-blog in any case sell Meng and interaction, but also only on the same as the company’s micro-blog gate, stay at the "anthropomorphic" level.
Instead of trying to mold an even crowd of anthropomorphic accounts,
can take advantage of all the people in the enterprise. From CEO to regular employees, they are the middle force in corporate social marketing. Micro-blog’s red account is always an entrepreneur, not an enterprise. When a CEO talks to you, you’ll be flattered; and when a company account talks to you, it’s just repeating the experience of making a customer service call.
, and as the responsible department of social marketing, the most important thing is to encourage and guide employees to move towards social media, to fully establish contacts in social media, and to change this relationship into enterprise at the right time