The Research Of Offcial Microblogging Operations

In recent years, as people pay more attention to interpersonal,more and more SNS sites have the chance to develop which can be described as lightning speed. From Kaixin,RenRen to recently Microbolgging, people have been looking for more convenient and practical way to express their own inner monologue or social views. It is because of the wide range of audience focus on the transfer to the microblogging platform, microblogging has increasingly become a marketing businesses area.However, many businesses of their understanding is not deep enough to make use of this resource the insufficient and science because of microblogging’s short development time, academia research in this area is also more inclined to the individualunits, Official microblogging’s research, both in theory and in practice, are a far cry from the stage of development of the corporate officer micro.Their maybe two reasons. First, corporate official microblogging belongs to the part of the enterprise online marketing involving corporate information, therefore, researchers need to have some prerequisite background; Second,When in the actual operations, it is difficult to distinguish between the official micro ordinary KOL’s difference that cause a lot of Chicken Soup-style the corporate officer micro, stereotyped characteristics. And meanwhile, it is difficult to discover and improve problems in the daily operations. Throughout the current official microblogging areas, only tseverals to make the brand and effective, most one are still trying to explore.The article writing from the origin and significance, described the course of the development of the micro-blogging.In the process of combing the overall context of the microblogging,I gradually refined the immediate official micro management style and features.At the same time, by analyzing my own experience and data, I summed up the official micro-operations industry status as well as highlighting the problems. Thus began the content writing of "whatâ†'whyâ†'how’By some description, I summed up the main problem is that most brands do not tap the brand personality, and lost in the jungle of microblogging just pay attention to the daily updates,which can be not only a waste of the operating costs of enterprisesthe,the worse impact is likely to allow consumers confusion of brand awareness and brand image blurring. Therefore, in the third chapter, we begin to enter the stage of "how to do".The official position operators, not just timely daily updates and deal with consumer feedback, but needs analysis from this seven active policy aspects proceed:the official micro-positioning itself, back-office functions, operations team strategy,fans strategies, text content processing, the official micro-attribute analysis and micro-blogging etc. By the official micro positioning itself, we leads to the fact that official micro-operations need to start from the two lines:the external image and internal personality. The so-called external image is that the audience (consumer) can be perceived information from color, screen, structure after opening the page layout, and it is the first impression of the brand given to the audience (consumers). The inner personality is demonstrated by color, language, tone, screen brand personality characteristics. This part of the macro official micro-operation of the operation reference.The background function analysis is for infrequent contact with the official micro background, Sina microblogging Enterprise Edition for brand marketing to provide a lot of valuable information, which are able to truly reflect the status of the audience (consumers), as the official micro operators, a very important qualities is extracted from a large number of complicated information to provide reference data for the brand marketing conclusions.This will have to test the quality of the entire operations team, the official micro-operations internal branding department independent operators and auxiliary operators in two forms submitted to the hosting company, the latter need more choice to keep their eyes open, team of management experience in the past, have account quality and quality of service should be included in the test range.In addition, the most important objective of microblogging operation is to make accurate information to convey to the audience (fans), so fans solicitation through the official micro-operations always.both of fans quantity and quality, are testing officer microoperational indicators, but one point we need to be clear is that the most important factor is the quality of fans. The number of fans can change through various channels, but the quality of the fans is the effective dissemination of information. And loyal fans also played a significant role in their stimulus for secondary transmission of information,and will largely promote the sales line, to achieve the ultimate goal of marketing.The text content strategies need to focus attention on its text, pictures, and grasp of the social events. The text is the more change content on the official micro-fastest, the most abundant amount of information is the most able to reflect the contents of the official micro-style, whether it is to attract audience attention (increase in the number of fans), or forwarding comments of the audience (fans to improve the quality of), it is to play bigger role.Text content partly determined by the official micro attributes, most official micro for all fans, and therefore can be characterized as a corporate official social media, however, there are a small part of the official micro nature with enterprise.The other sub-brands the composition of the official micro-propagation network of microblogging content tend to himself slightly information dissemination and popularization weak.In short, the official micro-management should be based on the different characteristics of the properties. The last point is microblogging activities, this is one of the main ways of brand online microblogging marketing,and the form is rich and varied, but the lines of the original aim-to promote sales and brand image establish. Microblogging activities require strong human and material support, but pay attention to methods, then they can do more with less.The last part is the recommendations for the top posts and delete posts.The two common microblogging acts contains this operator’s extremely painstaking, but what should or should do? And how to do? Also need us to size up the situation is.