The Discourse Control Of &Nbsp, CEO In The Media Age

CEO of every enterprise wants to have more voice.

But more discourse power does not necessarily bring benefits to enterprises.

360 Zhou Hongyi, the chairman of the company, was in trouble because of micro-blog.

Recently, the people's Court of Haidian District, Beijing, made a first instance judgment on the Kingsoft Corp's indictment of Zhou Hongyi's reputation infringement: Zhou Hongyi must compensate the Kingsoft Corp for 80 thousand yuan.

The ruling also requires Zhou Hongyi to delete relevant micro-blog articles within 10 days from the date the judgment comes into force and to make an apology statement on Sina, Sohu, NetEase micro-blog's home page and some traditional media for 7 consecutive days.

Jiang Peifeng, vice president of the China Public Relations Association and general manager of digital Huaxia company, told our reporter that at present, a wave of micro-blog marketing has sprang up in the business world. However, many enterprises are obviously underestimating the risks that may arise.

As a public figure, the CEO of an enterprise needs to control its own words to avoid damaging the reputation and interests of the company due to improper remarks.

Micro-blog

Because Zhou Hongyi was the first to take legal proceedings against micro-blog.

In from May 25 to 29, 2010, Zhou Hongyi, in his micro-blog, Sina, Sohu, NetEase and other portals, published a series of articles on micro-blog's face by micro-blog, and criticized the Jinshan net shield. The words were intense, totaling more than 8000 words.

At the end of May 2010, the Kingsoft Corp filed a lawsuit demanding that Zhou Hongyi stop the infringement, publicly apologize and claim 12 million yuan.

Jinshan said that Zhou Hongyi had shelled Jinshan and its products through the use of "obviously derogatory language", which resulted in the market value of Jinshan only shrunk by 6 hundred million in May 26th and the stock price fell by 11.9%.

The people's Court of Haidian District, Beijing, has heard that Zhou Hongyi, as the person in charge of competition, is obliged to pay close attention to personal words and deeds.

The use of micro-blog as a "micro-blog marketing" platform to publish undue evaluation of Jinshan is bound to result in the reduction of social evaluation of Kingsoft Corp.

The court found that Zhou Hongyi constituted an honorary infringement and ordered him to make a compensation and a public apology.

The trouble with micro-blog is not just that of Zhou Hongyi.

Among them, the most striking is Dangdang CEO and big Mo female's abuse.

In January 15, 2010, I once said, "when I was on the market, I took the shareholders and employees to the safety zone, and then I could speak." Li Guoqing directed the barrel to the investment bank and made an astonishing speech on micro-blog.

At that time, he had just opened micro-blog for a month, but he had been "popular" on the Internet because of his repeated sharp points.

Li Guoqing first confided how many professional managers of a company were "calculated but not dare to speak up" before and after being listed, and said they were "bullied" by the "rogue" investment banks that were listed as Dangdang.

Subsequently, the "big Mo girl" stood in the investment bank's position, and had a heated quarrel with Li Guoqing, which was more vigorous than Li Guoqing's words.

In fact, Li Guoqing realized that his words were not right. He laughed at himself and waited for his wife Yu Yu to come back to avoid him.

But Li Guoqing, who was caught in the curse of "happiness", was unable to stop.

This dirty talk continued for two days. You came to me for dozens of rounds, triggering strong surround of netizens, and being widely concerned by the media including the Wall Street journal and other famous American newspapers.

Within a few days after Li Guoqing and the micro-blog attack, the market value of Dangdang has evaporated nearly 400 million dollars, or more than 2 billion 600 million yuan.

Some netizens quipped that Li Guoqing had lost at least one hundred million of every micro-blog in the "war of words" before.

In the end, the "war of words" was still intervened by Yu Yu, and the DMO was invited to dinner. Li Guoqing and the "big Mo women" respectively clarified the fact that they did not target anyone.

The most surprising thing is that Sohu CEO Zhang Zhaoyang also suffered the "micro-blog gate".

Because at the wedding ceremony of friends Wang Xiaofei and big s, the wedding scene was released on Sohu micro-blog, and Zhang Zhaoyang was criticized by Wang Xiaofei and S. S.

Wang Xiaofei entrusted attorney Wu Renwei said that the guest Zhang Zhaoyang was unauthorized, malicious uploaded the candid photos of the wedding to the Internet, seriously violated the "big Wang" privacy, reputation rights, portrait rights, and asked Zhang Zhaoyang to make a public apology to "big Wang".

Wang Xiaofei said, "I told him he couldn't shoot, but he took people in to shoot. Our friendship was gone."

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Wang Shi's past

Vanke chairman Wang Shi has left his job and travels abroad.

Wang Shi, however, can still give a valuable example to those CEO who want to publicize their businesses through micro-blog, because of their huge negative impact on their reputation and Vanke's reputation.

On the day of the "5.12 Wenchuan earthquake" in 2008, the number of donations made by Vanke Group headquarters was RMB 2 million yuan.

This number caused some netizens' dissatisfaction and was bombarded.

Some netizens said on the blog that they only donated 2 million yuan, which is not commensurate with Vanke's image.

Many posts have cited donations of more than 10 million yuan list of enterprises, called on Vanke to donate more points, do not appear shabby and stingy.

In the blog of May 15th, Wang Shi responded by saying: "the company that donates more than 10 million yuan" expresses its admiration.

But as chairman, he thought that the 2 million yuan donated by Vanke is appropriate, which is the largest single contribution authorized by the board of directors. Even if the authorized amount exceeds this amount, he also believes that 2 million yuan is an appropriate amount.

"China is a country with frequent disasters. Disaster relief charitable activities are normal. The donation activities of enterprises should be sustainable, but not burdens."

And said, "the donation of ordinary staff of Vanke is limited to 10 yuan".

Wang Shi's allegations were fiercely condemn by the media and netizens, and let Wang Shi and Vanke get deeper and deeper in the notorious name of "iron cock". Wang Shi's personal and Vanke brand image fell to the bottom of the valley. At the same time, Vanke's share price fell sharply. From the day when Wang Shi published the theory of "2 million yuan suitable theory", Vanke's share price continued to slump, and the company's market value evaporated 20 billion 400 million yuan in 6 trading days.

Wang Shi, who was over 50 years old, had to admit that he was not mature enough. He even made preparations for the resignation of Vanke.

To make up for the negative impact of Wang Shi's improper remarks on Vanke, Vanke announced in May 21st that the resolution of the board of directors would be invested less than 100 million yuan to participate in the reconstruction of Sichuan's disaster area, and Mianzhu's compliance town should be selected as a pilot project.

In June 5th, Vanke held a shareholder meeting on the support plan. At the meeting, Wang Shi's unconditional apology and practical assistance plan were won by the majority of shareholders.

Since then, with the development of large-scale aid work, Vanke and Wang Shi have been in a long silence.

In May 2009, Wang Shi, who had been silent for nearly 1 years near the 1st Anniversary earthquake, apologized again for his failure last year.

Wang Shi said, "in that particular period, those words on the blog caused moral suspicion, confusion on investors' judgment and management pressure, and may also affect the speed of housing sales. It should be said that as chairman of a listed company, I should be inappropriate in dealing with this public event.

So today, I still say that, unconditionally apology.

At this point, after several public apologies, Wang Shi and Vanke came out of the haze.

Businesses must fight

"Now everyone is a media."

Jiang Peifeng said, "with the emergence of Internet forums, blogs and micro-blog, we have entered a self media era."

Legend has it that Pan Shiyi, chairman of SOHO China, has sold more than a dozen houses because of a sentence on micro-blog.

Ren Zhiqiang, chairman of Huayuan Group, is also concerned by many fans because of his "cannon" remarks.

In the real estate group's ranking in 2009, SOHO China Limited ranked seventeenth, Huayuan Group ranked thirty-seventh, Pan Shiyi and Ren Zhiqiang's enterprises in the real estate industry ranking is not particularly advanced, but their popularity is comparable to Vanke chairman Wang Shi.

This popularity and influence were largely created by micro-blog.

Unlike many CEO bloggers who directly propagate their ideas and brands, Ren Zhiqiang is more of a role as "opinion leader" and wins by "partial door".

Although he was repeatedly criticized for his "thunderous" remarks, he still enjoyed it.

Even more unthinkable, Huayuan's performance is not only tired of Ren Zhiqiang's "infamy", but rather strides forward.

Ren Zhiqiang's ability to control and control micro-blog's marketing is obvious.

Micro-blog marketing, chairman and CEO of New Oriental, is also a new way out for micro-blog.

He taught fans how to fall in love through micro-blog, how to find a job and start a business, or to express his feelings about life, winning millions of fans' hearts.

Zero group chairman Yuan Yue's blog has formed a fixed format.

In addition to "today's emotion" and "a little poem," Yuan Yue also spares no effort to promote his "weekly yuan dishes".

I just don't know whether these dishes are "ancestral secrets" or Yuan Yue's "independent intellectual property rights". I don't know whether he has done or tasted any of them, but he has to take a captive and capture his stomach first. This is a Chinese Maxim. Yuan Yue must be very impressed.

But not every single one.

According to AI iusertracker monitoring data, the number of micro-blog users is more than 30 million per day.

Because micro-blog enables users to create information, exchange information and share information more conveniently, it has become the platform and method of marketing for many enterprises.

Cheng also micro-blog, defeated micro-blog.

At the same time, some CEO has succeeded in achieving low cost and high marketing purposes with micro-blog's keen business features, and some CEO because of the lack of scientific planning and implementation,

Without the participation of CEO, micro-blog marketing will be less colorful and dynamic; if there is a lack of discourse control, micro-blog marketing will be more risk and twists and turns.

This is the two sides of a coin.

In the era of media since the discourse power is infinitely enlarged, CEO must learn to control their own words.