The first thing to note is that this article is written for small and micro business owners (offline entities, service agencies or brand owners, not Internet companies or self-media operating companies). For self-media, enterprises must first have a clear understanding: what is self-media used for? What is the use to yourself?
This article will not introduce too much specific operational details, but just help business owners sort out the correct ideas for self-media, so that we can avoid some detours in the business process. For enterprises, the value of self-media is not to make money, but to help enterprises: expand brand awareness, provide tool services and daily brand operations.
The attitude of many bosses towards self-media is: "There should be something like this when you start a company", they register all kinds of accounts, and then let one operator manage multiple accounts, and even ask for daily updates. It will not be effective, and it will even bring human and financial losses.
Doing self-media is the same as writing a plan. First of all, you need to think about the following questions:
What is the role of the company? (Physical merchants, platforms, Party B, Party A, investment joining)
What stage is the company at? (Entrepreneurship, development, maturity)
Should the media do it? (Don't do it now, do it now, do it later)
What problem does the media solve? (technical services, high-quality information, brand output)
Which media channels to choose? (Official account, Douyin, Sina Weibo)
Who is the media for? (self, Party A, partners, C-end users)
What information do I want fans to see? (Promotions, new products on the market)
What information do fans want to see? (Who are you, what cases do you have, what you are interested in)
Does the information provided lead to sustained attention? (single, plural, rich)
Operation related matters (subscription account, service account, daily update, weekly update)
How much does it cost? (copywriting, design, other expenses)
The common self-media is divided into three echelons, and the weight is from top to bottom. As for the Big Fish, Penguin, and Sina, they are not called corporate self-media accounts, and can basically be ignored.
Official Account (brand management and operation)
Douyin (interesting and fun short videos), Sina Weibo (events and entertainment gossip)
Station B (knowledge officer and second dimension), Zhihu (question and answer), Xiaohongshu (beauty and beauty)
Each channel has its own unique attributes. When choosing a media channel, your brand content should match the platform’s tonality.
The official account is a semi-closed self-media account (although functions such as search have been added in recent years), which is more inclusive and can be said to be suitable for any brand; other platforms are open and have a set of recommendation mechanisms, namely Say that the more up-to-date your content is, the more likely country email list you are to get more exposure.
Different companies have different views on we-media in different periods. Some companies need the help of we-media during their start-up period, while others need it in the mid-term and mature stages. Let’s go through different types of companies and stages. Then analyze the value of self-media according to the above thinking logic:
If you are a start-up entity business (special Chinese restaurant), your customers are the C-end customers who eat, and the purpose of promoting the hotel's discount activities is the purpose of self-media.
For consumers, the food and discount information of a certain restaurant is not enough to attract their attention for a long time. They are more willing to pay attention to the food from the media or platforms like Lianlian. In the context of falling, it is not meaningful to have a public account alone.
The best way is to become friends with customers through WeChat, and then regularly push the information of the restaurant through the circle of friends. In the later stage, customers can be drawn into groups and promoted and promoted within the group. This method is simpler and more efficient than the operation of self-media accounts. .
Physical businesses have local attributes, so Douyin and Xiaohongshu are very suitable (with local positioning function). Douyin can send videos of some dishes, videos of scenes, etc. As for Xiaohongshu, it mainly depends on whether the restaurant has passed the test in terms of appearance. It is still very easy for the business to record a small video and take pictures.