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该如何在社会化媒体上运营好一个品牌,这个问题是所有的社会化营销人都在思考的问题。前日发一通关于社会化营销的牢骚后,有人做出了这样的评论“是不是谈谈个人对这些问题的看法比较好呢。问题谁都看得到。”

那么我就来说一说我对社会化营销的一点思路。

首先,目前社会化营销最大的问题,在于我们的营销人员没能完全领会“社会化”的含义,而延续了“硬广思维”。追求粉丝数量,信息覆盖率,转发抽奖等套路都是在做硬广式信息传达。而实际上,社会化媒体的价值应该体现在沟通上,换句话说,社会化媒体阵地的意义在于“TALK TO ME!”

我们来举个例子:

三星手机官方微博的运营在社会化媒体中算是投放量比较大的。但是如果仔细观察其微博内容,就会发现几乎所有的微博内容都是产品信息发布或品牌信息发布。

之所以每条微博都会产生巨大的转发量,并非因为其内容让人们产生了转发欲望,而是因为。。。。你懂的。

三星手机官方微博的运营,在现阶段看来,可以算得上是成功的运营。而且他们确实把倾听消费者作为重要的一块在做。如果仔细观察每一条微博下的回复,微博运营人员确实在和其用户进行互动。

但是,其互动的范围仅限于回答常见问题。对于投诉和负面信息基本无视。

今天在和一位网友讨论社会化媒体的局限性时,对方提出,有些产品不适合做社会化营销,是因为其产品质量不过关,如果开放讨论,会面临潮水一般的负面信息。

我们拿小米,雷军,和中兴努比亚的微博为例。

小米和雷军的微博,在面对产品销售延期等问题时关闭了评论功能,因为即使雷军心再宽,也无法忍受每天好几百人排着队在微博里喊叫着“赶快发货!”的壮观场面。中兴努比亚,在面对产品上市时间延期时,则更是使用了时光机一类的管理工具自动发布内容,完全切断了用户与品牌之间的沟通。

我们不在这里讨论饥饿营销的优点和缺点,但是单从这几个微博的表现及用户的反应可以看出,有沟通条件,却无视用户声音所产生的后果,远远比没有沟通条件时所产生的负面影响大得多。

换句话说,对于企业或者品牌,开辟社会化营销阵地,是机遇,也是风险。

说到社会化营销的局限性时,对方提出,除了产品质量,市场运营等问题,还有很多产品及品牌不适合做社会化营销。比如过于专业化的产品,如重金属,化工等。

在我看来却正好相反,没有什么产品或品牌不适合做社会化营销。因为即便是专业类产品,也会有他独有的关注者。

阿克苏诺贝尔是一个化工行业巨头,在行业内有着非常崇高的地位。但是如果我们去看看他的官方微博,3000出头的可怜粉丝数也许会让所有社会化营销人员觉得不齿,但这并不能代表他的品牌地位。阿克苏诺贝尔的微博运营是失败的,因为他也没有去理解社会化品牌建设的意义。如果让我为这个微博提出一些建议,那么我会建议他放开对于自身产品的执着,更多地去探讨一些化工行业的内容。这样的内容也许无法在公众视野里广泛传播,但是在化工行业内却可以引发更多的关注。而这些关注者,也正是其产品的主要潜在消费者。

你无需一群猴子的关注,因为你是人。

而对于其他一些涉及专业层面却又和人们的生活息息相关的产业来说,其社会化营销的沟通关键则应该放在更深层次的讨论上。比如云计算产品,比如互联网产品。这时,微博作为社会化营销阵地的作用就会降低,而新媒体的价值就会愈加突出的体现出来。

在新媒体上,聚集了一群对于行业有深度了解的人。他们有想法,他们在自己的圈子里是意见领袖。让他们说出自己对于产品,对于企业,对于行业的观点,不仅仅是简单的品牌传播,更深层面的是企业会听到各种各样的声音,作为自身发展的参考。

这也是为什么我越来越重视新媒体在社会化营销中的地位。因为你不需要听一群脑残在微博上谩骂你的产品如何失败,但你确实应该倾听聪明人和行业内人士对你的公司有何建议。

说了这么多,无非是想告诉大家,社会化营销的重点,应该自始至终的放在倾听用户声音上。而所有针对社会化媒体的部署和活动,其目的都应该简单的归结成一句话:

TALK TO ME, PLEASE!


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