Micro-Blog Marketing Fire Or Stir Fry?

Schutz, a social psychologist, proposed the three-dimensional theory of interpersonal needs. He believed that interpersonal relations could be explained by three kinds of interpersonal needs.

That is, the need for inclusiveness (that is, the problem of subordination of individuals in a group context); the need to govern (the need for individuals to establish and maintain satisfactory relationships with others in power issues) and emotional needs (the need to establish and maintain close emotional ties in individual relationships with others), which is pleasing and loved.

Each of these needs can be plated into motivation, certain behavioral tendencies and certain interpersonal relationships.

Since micro-blog is also a social network, marketing activities on micro-blog should follow the path of continuity, value delivery, interaction and accumulation, but many people can not wait.

Many people put forward that the effectiveness of micro-blog marketing is to let a message generate more forwarding, comment, bring more click to jump, and let an account get more attention to users.

From this, a marketing mode of training marketing companies to cultivate multiple marketing accounts and making short messages, long messages, comments, forwarding numbers, clicks, fans and so on is taken as an evaluation index.

This marketing mode has developed and matured in the BBS era.

In this way, data indicators can be obtained quickly, and the data can be persuasive in the consideration of advertising effectiveness. Although these values may not have much practical value to enterprises, the main reason for these figures lies in the marketing accounts rather than the enterprises themselves.

A lot of marketing accounts can get a lot of attention from users, which originate from the continuous interest and hot information of accounts, and at the same time, through the cooperation of multiple accounts and the number of numbers.

These accounts are highly independent and utilitarian.

The spread of micro-blog's information is like a stone flowing into the lake, and by releasing commercial information in micro-blog's influential accounts, it is placing a stone on a large kinetic energy catapult to pursue short-term impact.

Enterprises can control the size of stones but can not control the catapult.

After a large number of commercial accounts, the profitability of independent marketing accounts will drive it to expand its influence while obtaining higher profits through various means, especially from individual marketing accounts. In the course of operation, it is likely that enterprises will face the risk of negative kidnapping.

With the help of micro-blog marketing account, the way to achieve information dissemination can be called fierce fire, which is similar to that of putting advertisements directly on micro-blog. Micro-blog, based on the existence of users, has absolute sovereignty as the owner of its own micro-blog.

It is absolutely not a good idea to add advertisements directly to personal space.

1, business intervention without user permission is a violation of users, especially the rebounding of users who have the right to speak. 2, because users regard micro-blog as a complete personal space, it is unavoidable to act arbitrarily and bring unforeseen influence to the commercial brand attached to them. These two points are human nature and can not be effectively managed through the system.

Corresponding to fierce fire is slow simmer, enterprises through micro-blog to implement marketing, through enterprise accounts, using various means of information dissemination, and forming two-way information flow network within and outside the organization, thus constantly improving management and operation, winning the trust and support of micro-blog users, and achieving the perfect unification of the enterprise's own benefit and the overall benefit of micro-blog users.

This mode of operation is not only controllable, long-term and effective, but the marginal marketing cost will be lower and lower in the future.

This way of operation seems to be the right way, but it can not be lazy.

Time and persistence are necessary.

(Shen Luzheng / Wen)