[Discussion] Enterprise Crisis Public Relations In The Era Of Micro-Blog

Since micro-blog first appeared in the domestic Internet, it has been in the past 4 years. Micro-blog has become a new social media. No one knows when and what events will be detonated by micro-blog. With the fervor of micro-blog, the related marketing method has been spawned, that is, micro-blog marketing. As a "double-edged sword", micro-blog is also seen as a new means of implementing crisis public relations. Its characteristic is that it helps the enterprises such as shoes and clothing get rid of the media to control and process information on the basis of rapid propagation.

This morning issue will be invited by the vice president of Fujian Tengyi Trading Co., Ltd., Jing Jing, Fujian. Feather morning Liu Hong, director of Clothing Co., Ltd., Liu Xingfen, deputy director of the national marketing department of the gold kitchen cabinet, and Wang Wenfeng, the marketing director of Beijing soft Public Relations Consulting Co., Ltd., discussed "how to make use of micro-blog for business marketing" and "corporate crisis public relations under the micro-blog era".

　　 Point of view: micro-blog is a double-edged sword.

When traditional marketing methods are becoming increasingly weak, the Internet has become a marketing tool for home business. The online shopping group purchase has been booming, merchants set up their own e-commerce platform, professional integrated home e-commerce platform, and then to the busy micro-blog marketing. Through the Internet, marketing is becoming faster and faster. Even a few cross messages on micro-blog are expected to drive passenger flow and boost sales. The new marketing of the fast era needs a lighter tool. Micro-blog just has the dissemination characteristics of fragmentation, no center and self media. Its accumulated high activity users are obviously hard for all enterprises to resist.

For the rapid growth of micro-blog marketing, Liu Hong thinks micro-blog In fact, it is a double-edged sword. The positive image of an enterprise can be magnified by the network, and the negative information can also spread rapidly in the network, especially the negative evaluation of product quality and service, which will seriously damage the brand image of an enterprise. In the Internet hype, how to enhance brand awareness without hurting brand reputation is a problem that enterprises must consider. Many consumers search for relevant information through the Internet after buying a product or a brand. If we see a lot of negative reviews, consumers will not choose this brand. In addition, some unverified false information and frequent advertising information also let many enterprises' micro-blog marketing become consumers.

In his view, the high level of negative news has become an indisputable fact on the Internet. When enterprises face more challenges and challenges in the face of network challenges, in the face of the more rapid viral spread brought by micro-blog, the source or chain of traditional ideas is almost impossible.

　　 Point two: new means of implementing crisis public relations

As a "double-edged sword", micro-blog is also regarded as a new means of implementing crisis public relations. Its special feature is that it helps enterprises to react quickly on the basis of rapid dissemination.

Sujing cited an example of a friend who had booked a flight ticket in the domestic travel network. Eventually, due to various reasons, the friend was told that the booking was not successful before boarding. After many communication, the problem was not solved. Friends could only buy the first class air tickets of other classes on the same day, and post the intermediate process on micro-blog. "Not long after, friends received a telephone call from the travel network, explaining why. Travel network also said that it has been replying on micro-blog's friends. Su Jing said that yes or no, but it can be seen that enterprises can borrow micro-blog to manage crisis public relations.

Crisis public relations has been emphasizing the principle of prompt handling, which has been constrained by enterprises in the past. Traditional way It is difficult to decide when to release and push the process according to the intention of the enterprise. At 10 last July 14th, when the company conducted routine media monitoring, the Hongkong media "one week" published a report on "overlord cancer". At 13:33, the overlord issued a solemn statement of the overlord group on the Hongkong Weekly's false report on official micro-blog. At 14:36, the king overflew 10 micro-blog in 6 minutes, explaining the two oxane. At 17:25, Wang said that the group had sent samples to the third party inspection body for inspection, and announced that the media conference could be organized on the second day for clarification and information release. Although overall, the crisis PR is still not ideal, but for the role of micro-blog, the overlord can rely on micro-blog's announcement of information to concentrate the media on micro-blog, reduce related speculation and improve the efficiency of crisis public relations, which still has reference significance for the industry.

　 Point three: enhance sincere interaction

In early 2007, JetBlue cancelled a lot of flights due to weather problems, but customer service did not catch up. Some customers began complaining on Twitter. JetBlue realizes the power and characteristics of new media such as Twitter. You can never control what users want to say, and the traditional way of public relations is no longer effective. If you do not enhance customer service, the brand and image of the company will be damaged. JetBlue finally made the right decision, apologized personally by the company CEO, and took the opportunity to issue JetBlue new customer regulations, allowing customers to get compensation in certain circumstances. Since then, JetBlue has also begun to explore the possibility of using Twitter to maintain customer relationship. JetBlue has more than about 1600000 fans on Twitter, and has set up a team of seven employees to manage the company's Twitter account in turn to provide all-weather customer service.

Liu Xingfen believes that the core of micro-blog is to build communities of different nature and scale. Therefore, we must abide by the rules of community existence, interact effectively and treat each other with sincerity. Through micro-blog to achieve external motivation, timely detection of deficiencies, timely adjustment, and constantly improve themselves. This is also a reflection of the huge reaction force of micro-blog and other new media. He said that the gold kitchen cabinet has established official micro-blog, a very important role is to communicate with consumers and solve problems for consumers in a timely manner. The breadth and speed of micro-blog's spread enable the quality and service quality of enterprises to quickly influence the target group through the power of word of mouth. When consumers encounter the after-sale problem, the traditional way of finding a business to solve the problem by calling the customer service phone can also be simplified into a "private letter" through the Internet. The enterprises that respond quickly will enhance the image of the brand.

　 Point four: first, do a good job in enterprise positioning.

As the saying goes, there is a market where there are people, and there are marketing in places where there is market. There is traffic in places where there is marketing. Every company wants to be divided into cakes at micro-blog.

Wang Wenfeng suggested that micro-blog marketing should first make a systematic positioning for micro-blog, and what role micro-blog should play in enterprise marketing, and what kind of content should be conveyed by the target group (browser). Therefore, micro-blog positioning is very important. In other words, micro-blog positioning is the strategy of micro-blog marketing, and micro-blog releases content around micro-blog positioning.

Before you locate micro-blog, you need to know about your business. For example, if the enterprise is a female website, then micro-blog positioning should be female. Is the website of jokes, then micro-blog should be positioned as a joke class. It's a website for tourism, so micro-blog should be positioned as a tourist destination. We must combine our own situation, do not do the industry we are not familiar with, and try to integrate with our own business website.

Moreover, the personal era has passed, and now it belongs to the team era. It needs to set up a special enterprise micro-blog operation team. Micro-blog marketing team can be made up of two kinds of people, one is to play grass roots micro-blog, but the other is marketing, but not grassroots micro-blog.

In content planning, enterprises should learn to think about places, and answer questions from customers. What kind of services do they need, what kind of services they need, and what they want to do, so that there will be no confusion on the content. At the same time, enterprises should show the humanized side and bring the culture of enterprises to micro-blog. In the planning activities attracting fans, most of them adopt the way of forwarding and raffle. This way has some effect, but it has been used too much, and then such planning will not have the immediate effect. Therefore, in order to create more ideas, it is best to combine activities such as festivals or topics.