Not omnipotent enterprise microblogging should be treated rationally（不是无所不能的企业微博应该理性对待）

Not omnipotent enterprise microblogging should be treated rationally（不是无所不能的企业微博应该理性对待） Not omnipotent enterprise microblogging should be treated rationally Free papers Download Center News: microblogging potential strong so many companies have a superstitious feeling a big budget, professional outsourcing team, the contents of the build, the growth of fans, as if the other blog, BBS and so has been general be eliminated completely, but the other hand, some of the characteristics of the microblogging and subsequent possible development direction, you will find some drawbacks to its existing commercial applications in the enterprise microblogging own limitations these drawbacks cause microblogging in the enterprise play a role in the marketing layout is relatively dilute many too many hopes on microblogging to build connections with the social customer, will ultimately be subject to certain limitations and eventually much marketing reason for such a conclusion, the source microblogging author of several judgment: First, privacy. Microblogging you are concerned about who, who will 1 care about you, all at a glance. This is completely different with the social reality of the business environment we know the reality of the business environment, the confidentiality of customer relationship is quite high. Any one company let competitors know their own list of customers or potential customers list are terrible thing. microblogging, these are open to the public. hard to imagine, for a financial institution official microblogging, it is concerned about their hope that the customers own million level over it or does not care about their own? concerned about their , these customers may be competitors eyeing these core customers through direct and indirect @ will gradually be transferred to go. concerned about their own official microblogs often release some old customers are looking at less than they will feel that they are not concerned about enterprises. This is a dilemma. In addition to the risk of customers (including potential customers), including the risk of competitive intelligence you know how many of your fans from competitors? They only need to follow the enterprises under the official microblogging, enterprise year The main 2 activities in the information very easily passed taboo in a commercial environment. In this way including what information should be allowed to old customers know, which should give potential customers, so these can not be achieved in the microblogging, can only be done either for a (private letter), either for all. any information you publish, there may be 50% of the fans like, 50% of the fans head, because I think not. Second, the information “drain”. Microblogging waterfalls flow information is its advantages, but also its shortcomings. Because regardless of the number of online enterprise information released, fans concern will load spilled down the 500,000 fans in the enterprise may have some fans are very concerned about the content, but because it is not online, or its online did not turn a lot of pages to see the habits of the previous information, then the information on such a “drain” away. The traditional TVC an indicator called the share of voice, microblogging same enterprise will eventually discover, the microblogging sov may be lower than some 3 traditional media. The reason is very simple, traditional media in one direction positioning itself on the screening. Microblogging is too broad product may be your fans are your potential customers, but he was also concerned about too many microblogging, I’m sorry, your information is still not to be seen. Because the moment you release information, The other objects of attention of your potential customers on the release of information and information flow like a waterfall gone. Therefore, unless a user deliberately go looking (but really kind of customer, they in fact have also do not need us to impress them up in microblogging), otherwise the information will soon be sunk. Course, someone can say, I engage in the creative , secondary and even several spread so that more people, this is a method, but such success stories we can go and see, and has less to approximate bet even successful, how many of the companies want to out to express the concept of expression. Third, the “Context” unpredictable. Advertising one of the biggest taboo family enjoyable while watching TV while eating, but the TV in the 4 treatment of hemorrhoids advertising interject If television can also control the types of ads and airtime to improve this situation, microblogging because socialization of content sources and customized nature of the content, you will inevitably encounter this embarrassing you just finished watching a Contact to save the black bear-related information, and plunged into the plot of Animal Care, sudden period of a certain beef The official website of the surface to say how good their beef, taken from certain parts of the cow which I thought you might be after a lifetime also do not want to see the beef noodles. 10,000 iphone users as 10,000 kinds of settings app interface, we have entered the product, customized information consumption era, 10000 microblogging users and 10,000 kinds of customized ways. Eye a lot, but Do you know what the eye behind the brain in what state your information out before and after it? your information consumer “Context” different contexts will produce different results. far, not yet The mechanism can go to predict such a mechanism and let you do fully prepared with TV ads can be based on playing time, completely 5 different audience background information on different playback time, television programs and even advertising spots and other uncontrollable factors. risk. Fourth, the high frequency of which people will use microblogging. Microblogging to today, when the piece left over from history, folk wisdom of long-term savings to humor microblogging digested over and over again, the high frequency of which people will use microblogging? The answer is simple, nothing more than two kinds of people, a class is itself newsworthy, they also can be continuously generated new microblogging content combined with their own lives, such as a variety of stars, of course, also includes the non-performing circle of stars look Sina microblogging ranked highest on the know including which followed a lot of time can kill people, in addition to low-level members of the community as spectators, some hope into stardom various Red Cross. before, short skirts, the Second Artillery Corps, wine driving belong to this category. itself is not too much news value, on the limelight. The middle of a large number of spectators will be 6 novelty over, slowly finishing optimize the list of their concerns, even some people gradually left the meeting to finish, microblogging will be stepping into the normalization. This is somewhat similar to the the early welfare lottery has just come out, everyone is in full swing to participate, but is now very plain and the same - some people continued to calmly attention (even if it is, which in 500 million, some people are still calm life dry own Bank), while others completely leave even some people will choose other positions - feel that they continue to blog for the blog, feel suitable bbs continue bbs ... Of course, I was not completely negate the effect of microblogging in the enterprise network applications, and just hope that in seeing its glossy surface, you need to have a relatively objective and balanced understanding, relatively rational to use such a tool. Especially everyone crazy. (Source: socialbeta) 7