What is the significance of the company's self-media promotion?

With the development of science and technology, the efficiency of Internet information interaction has been continuously improved. In the field of media, the flow of information continues to flow to new media and self-media, which has also led to the rise of self-media in recent years, which has almost become a recognized social phenomenon.

In this context, a large number of non-media companies have also begun to use self-media platforms to promote themselves and seize traffic. Some companies choose to outsource the whole or part of We-Media operations, while others choose to build their own We-Media operation teams. These behaviors gradually brought market competition into the self-media field.

Competition inevitably requires investment. Unlike other business fields, the input and output of We-Media operations are not easy to measure, which makes many business managers have to face various questions: Is it necessary for companies to operate We-Media? Is it helpful for companies to do self-media for themselves? What is the value of self-media to the enterprise?

In fact, these questions can be combined into one question to answer: that is, “ Why do companies do self-media ?” Regarding this issue, the author summarizes several ideas, which may bring inspiration to enterprise managers.

1. We-media platforms are not only invaluable assets with massive opportunities, but also a competitive battlefield that enterprises cannot avoid

We-media platforms are an important tool for companies to promote themselves. Nowadays, a lot of media traffic is tilted towards self-media. When many people hear about a brand or a company, their first reaction is likely to be through self-media platform searches. A mature self-media matrix can convey information flow to potential customers within tens of seconds, and promote the corporate image to customers “ preconceivedly” . It is much more cost-effective than spending a lot of money on advertising.

At the same time, some self-media apps already have hundreds of millions of users, and there is no need for companies to start from scratch. What enterprises need to do is to insist on operating their own accounts, and use the platform’s big data push system to lock in their potential customers among a large number of users. And if a company gives up its operation on such a platform, it means that all potential users on this platform are given to a competitor who has an operation in vain.

In today’s fierce market competition, there are often many competing companies competing for traffic on various self-media platforms. Enterprises that don’t pay attention to We-Media operations may not lose anything in the short term, but in the long run, once the We-Media matrix is ​​out of maintenance, potential user traffic will gradually be lost, and important opportunities may be handed over to others at critical moments .

As the so-called highland of public opinion, if you do not occupy the “enemy”, you will occupy it. Operating a self-media matrix in some highly competitive industries is not a question of whether to do it, but a challenge that must be dealt with .

1. Using the services and business tools of the We Media App to bind customers is a necessary part of the digital transformation of enterprises, especially those in the service industry.

A good self-media operation can provide enterprises with a variety of intelligent management tools, and can help enterprises provide services to users more conveniently, so as to bind customers and maintain profitability .

Nowadays, more and more self-media apps begin to provide users with various service functions. The most typical of these is the WeChat official account. It has become quite popular for enterprises or institutions to use WeChat official accounts and service accounts to provide services to customers. The self-media nature of WeChat official accounts and the nature of their services are often highly bound .

Of course, users follow a company’s We-Media account not just to receive information, but also to enjoy services or to conduct business online more conveniently.

In this mode, users may be attracted by self-media information to learn about the company’s services, or they may first consume the company’s services, then pay attention to the company’s self-media account, and then continue to maintain business relationships with the company. The customers of the enterprise and the fans of the self-media accounts are often highly overlapped .

The service function of WeChat has been increasingly used in medical, tourism, community management and other fields, and other similar self-media platforms in the market are also rapidly moving in this direction.

With the digitization of the service field, the process of customer handling business has gradually shifted to online, and this trend is almost irreversible . So in the face of such a general trend, how can companies not take the initiative to operate self-media in advance and seize a place in the fiercely competitive market? If we wait until the self-media platform launches the popular service function, and then operate accounts from scratch to participate in the competition, will we miss the opportunity?

3. The self-media platform is an important window for enterprises to communicate with the outside world, and it is an efficient means for enterprises to build an employer brand and promote their own image.

In terms of interactive functions, we-media has unparalleled convenience advantages over other media . We-media platforms can provide companies with opportunities to interact with users at close range. Operators can reply to information online at any time. Customers do not need to make an appointment in advance, and can quickly find companies when they have problems. Both parties get real first-hand feedback . This is very precious for businesses.

In terms of publicity effect, on some self-media platforms, a short video or text content with extremely low production cost may have thousands of traffic within a few days , transmit information to thousands of people, and continue to grow in the future. Even if the conversion rate of platform big data push is not high, it can reach hundreds of potential customers. And various publicity activities that cost several times the cost to make the audience reach this scale, especially in today’s big environment, whose cost performance is compared with self-media operations, which is higher for enterprises and who is lower? The answer to this question is self-evident.

Therefore, it can be said that a well-operated self-media matrix is ​​not only an efficient and convenient voice channel for enterprises to externally, but also an important entrance for enterprises to collect market information , and its cost performance is higher than various traditional means .

If a company does not pay attention to self-media operations, it will lose a lot of potential customers, and it will also lose this valuable window of external communication and efficient publicity means, which will greatly increase the cost of the company in other aspects.

4. A well-operated self-media matrix is ​​an important line of defense for maintaining a company’s public opinion image

In the Internet age, the public opinion image of an enterprise is very important. Well-known products and enterprises can gain loyal customers. Lack of attention to the operation of self-media may lead to the neglect of maintenance of the online public opinion image of enterprises and put themselves at risk of public opinion. .

In recent years, there have been countless online public opinion incidents surrounding companies, especially private companies, and a large part of them have been upgraded and fermented through self-media platforms such as Douyin, Weibo, and Zhihu. Companies that have become victims undoubtedly lack public opinion risk awareness. Simply put, they do not have a well-operated self-media matrix and a professional self-media operation team.

In some typical public opinion incidents, a few pieces of negative information with large traffic on the self-media platform can destroy the overall image of an enterprise. Unexpected negative public opinion incidents may have a serious impact on the reputation of the enterprise that has been painstakingly managed for many years. , which also confirms the fact that it is very dangerous not to pay attention to the operation of self-media .

A well -operated self-media matrix can immediately discover and deal with negative public opinion through the daily inspection and maintenance of administrators. At the same time, by grabbing traffic on the self-media platform and competing for the right to speak , it can continuously convey its own values ​​to users and communicate with users smoothly. Communication can make users feel that this is a living and warm company, thus generating a sense of identity, maintaining a positive image of the company on the Internet, and greatly reducing marketing costs .

Summarize

To sum up, for enterprises, the value of self-media is not for direct realization, but to help enterprises: expand brand awareness, provide service management tools and daily brand operations . It is not convenient to quantify the operation effect of self-media, but it has increasingly become an indispensable part of modern enterprise operation .