The concept of Weibo seems to be very popular. Weibo marketing followed the trend very quickly, surpassing the impact of SNS on the Internet back then. Because the existence of Weibo has changed a communication model and created a marketing model. Internet promoter Bride thinks that aside from the commercial value of Weibo, such as cooperating with official activities, looking at the Weibo of major portals or local Weibo, there is a marketing illusion, thinking that Weibo marketing can really make people popular. As a brand, giving away, giving away non-stop, and giving in different ways have become the short-term mainstream of Weibo marketing. However, there are very few companies that can truly achieve brand promotion and value conversion. Reason: Inaccurate positioning. First of all, Weibo marketing is an illusion of word-of-mouth communication, but the actual concepts of adding followers and broadcasting. In the traditional marketing sense of the Internet, Weibo marketing is interactive entertainment marketing and is not suitable for all companies, corporate cultures and products.
Internet promoter Bride believes that as a marketer, before planning a marketing project, you must understand why you market, how you market, and what you can get, and you must be clear about marketing. If marketers themselves are confused and just follow others, they will end up wasting a lot of time, energy, manpower, and material resources, and end up with nothing. However, Weibo marketing has entered a marketing misunderstanding without being widely used commercially. I just heard people say that Weibo is good, and I heard media reports that Weibo is good at marketing, so I blindly followed the trend.
In fact, the popularity of Weibo marketing is largely due to the media's hype. But when the media hypes Weibo, firstly, the Weibo platform is marketing itself, because Weibo itself also needs promotion. Second, Weibo is a new thing and has news value. For the news media, as long as there is news value, they will report it. Third, some companies or individuals are taking advantage of Weibo to market themselves. For example, VANCL registered on Weibo as soon as it was launched, and at the same time announced in a high profile that it had successfully conducted Weibo marketing. But in fact, it has not achieved much success in Weibo marketing itself. Its success lies in making itself a typical case of Weibo marketing through the media, and then it has been widely disseminated, including the very popular one some time ago. "Every object".
So how to explore the influence value of Weibo itself? Let’s first look at some successful cases:
Obama’s example: The example of Xiao Ma’s successful campaign for President of the United States through Weibo is the most classic success story and has been widely praised. Its success lies in narrowing the distance with voters through Weibo. During the campaign, Xiao Ma’s team interacted with voters who followed them on Weibo every day. Just imagine, a big shot who is usually aloof and aloof often chats and interacts with us on Weibo. How can we not vote for him? Do you want a ticket? In fact, Little Bug’s competitor also opened Weibo, but that guy just used Weibo as a unilateral news release platform. As a result, he did not pay attention to the voters, and the voters did not pay attention to him. It should be said that Weibo only serves as a bridge here, because Xiao Ma is already very famous, but lacks a platform to communicate with fans. Weibo is not the only tool here. If there is no Weibo, there are also SNS, BLOG is available for selection.
Public Security Weibo: A few months ago, Zhaoqing, Guangdong launched the first public security Weibo, which caused a huge response in the society. This move has greatly improved the image of the public security department in the minds of the people and has greatly brought the relationship between the police and the people closer. In fact, this security is similar to that of Brother Ma.
Harem Elegance: Harem Elegance can only be considered a half-success story. Because he did succeed in making himself popular in the early stage, but the hype was too fake and too obvious. Even before you start advertising your products, people have already seen through it. Moreover, Harem Elegance cannot be regarded as pure Weibo marketing, because she still plays the same old tricks and follows the disgusting route that other Internet celebrities have failed. She just used the new platform of Weibo to do some event marketing. .
VANCL: As mentioned before, VANCL’s success is not really successful through Weibo marketing. Rather, it is because he hyped himself up through the media and became a typical case of Weibo marketing.
It can be seen from these cases that Internet promoter brides think that if they want to successfully market through Weibo, Weibo itself cannot achieve it, and it requires the cooperation of many other conditions. No marketing method exists independently and must be complementary to other methods. Successful online marketing must be integrated marketing. Below is a brief summary of the advantages, disadvantages and functions of Weibo.
Advantages of Weibo Marketing
1. Information release is convenient and simple. A Weibo post can contain up to 140 characters. It only requires a simple idea to publish a piece of information.
2. Highly interactive, able to communicate with fans instantly and obtain user feedback in a timely manner.
3. Spread quickly. The same interesting news is reposted far less in forums than on Weibo because of its convenience. The advantage of Weibo is that it is easy to share.
4. Accurate crowd and close to the user base. The number of fans a company has at a certain time means that this is a group of potential users. It can effectively contact users, consult market opinions and collect user experiences.
Disadvantages of Weibo Marketing
1. You need to have enough fans to achieve the communication effect. Popularity is the basis of Weibo marketing. It should be said that it is difficult to market through Weibo without any visibility and popularity.
2. Since new content is generated so fast on Weibo, if fans do not pay attention to the information released in time, it is likely to be buried in the massive amount of information.
3. Time-consuming and costly. Because the amount of information on Weibo is large and short. You need to keep scrolling in order to increase your fans.
4. Weibo has a single form of expression. It can only be 140 words + pictures or videos, etc. Sometimes many products or activities cannot be covered, which leads to the current single marketing model. That is to say, most of them mainly give away products to customers.
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