Social Media Theory Based Study On Enterprise Content Communication Strategy

With the rapid changing of the Internet technology, "decentralization" becomes the distinctive characteristic of Web 2.0. Social Media, generally identified by the emphasis on User-generated Content and Consumer-generated Media, plays a more important role in people’s daily social activities and interpersonal communication with more far-reaching impact. More and more enterprises choose to release information through social media in order to achieve profit-making goals of marketing, brand building, word-of-mouth spread, customer management, and cultural output. However, the gap between social media’s dissemination characters and enterprises’ dissemination behaviors and goals leads to a result far cry from enterprises’ expectation. This paper, with the basis on this practical problem, studies enterprises’ content communication strategy in the environment of social media from the perspective of enterprises’ interest.This article, through combing the characteristics of social media communication theories, describes the basic model of social media’s content communication based on the interpersonal communication model of “Johari Window”, and analyses content communication’s motivation. After reviewing and summarizing the customer analysis methods and “communication element” theory in integrated marketing communication and creative communication management, this paper puts forward three communication strategies in social media environment on the basis of respect for the attributive characteristics of social media itself.Enterprise content communication’s user strategy in social media environment insists on the principle of users first while evaluating enterprises’ communication behaviors. It tries to identify and set up the communication elements between enterprises and users, taking both the content’s form and intension and different social habits while using different internet applications into account. The creation strategy focuses on respecting “Consumer Generated Media” and creating content together with users in order to integrate the “Johari Window”. The value strategy analyses enterprises’ content spread’s depth, extent and efficiency in the environment of social media, and builds up a profit-making system from the perspective of enterprises’ communication value, brand value and transaction value. These integrated three strategies cannot be separated from each other.This paper separately describes and verifies the practical application in enterprises’ operation of three strategies mentioned above through Xiaomi’s enterprise content communication practice in social media environment. Xiaomi’s vivid practice examples verify that these strategies are practical operational options for enterprises to adapt to the social media environment. The strategies are proved to be relatively scientific and systematic.As a conclusion, this paper not only summarizes social media communication’s attributive characteristics and three enterprise’s content communication strategy, but also puts forward corresponding suggestions on enterprise’s content communication in social media environment. Besides, the author briefs the paper’s weakness limited by research level and sorry for enterprises not publishing the data in time. For the further study, the focus could be on value strategy’s quantitative study, the reflection of value strategy in different types of enterprises, and value strategy’s expected financial implementation. The end of this article studies how to deepen the current study, lists the follow-up research work, and expresses future expectation in continuous development of both theory and practice.