Don't touch these misunderstandings since the advent of the media era!

[China Superhard Materials News] "Papi Sauce", another iconic character born on the Chinese Internet recently. Even if you haven't had time to read her video, you will definitely see her reports from various news media.
Known as "China's first net red in 2016", Papi Sauce, whose real name is Jiang Yilei, is a graduate student who is still in the director's department of the Chinese Opera. With more than 40 original short videos, he quickly became a cybernet in just a few months. , harvested 8.59 million Weibo fans, and accumulated more than 100 million in various video platforms such as Youku. According to the data revealed by Luo Zhenyu, the average playback volume of Papi Sauce videos is 7.53 million per episode, and the highest-sounding episode of the video "Some people fall in love when they fall in love", the whole network has a volume of 20.93 million. On March 19, 2016, Papi Sauce officially confirmed that it has received RMB 12 million from joint investment in Luo Ji Thinking, Zhenge Fund, Light Source Capital and Star Map Capital.
China's super-hard materials network Xiaobian introduces you to the purpose of Papi sauce. Of course, it is not to encourage enterprises to shoot video as net red, but hope that our company can realize a little wind: that is, the enterprise's self-media era has arrived.
Standing on the vent, don't you want to fly?
With the rapid development of digital communication and network technology, the self-media with many channels, timely feedback and strong interaction has changed the way of information dissemination in modern society. At the same time, it has subverted the concepts and methods of traditional marketing models with its unique advantages. Enterprises should pay full attention to this.

How to define enterprise self media?
Enterprise self-media is the self-propagation carrier used by enterprises to publish or forward information related to themselves, strengthen the interaction between enterprises and fans and customers, and expand their brand influence and marketing purchasing power, including but not limited to the official website of the company. Internet applications such as blogs, apps, Weibo, and WeChat. Therefore, the essence of the company's self-media is to establish a communication channel, so that enterprises and consumers can build a good communication platform. In this way, enterprises and consumers can get close contact with each other. On the one hand, enterprises can understand the needs of consumers, on the other hand, consumers can understand the development and trends of enterprises. Entering the era of mobile social networks, enterprises from the media also have corporate characteristics and personality charm, is based on corporate credit, corporate intelligence, corporate public relations, corporate influence of the new media form.
In the era of mobile Internet represented by Weibo and WeChat, enterprises need almost no investment in technology research and development, and they can build a self-propagation system with media attributes and influence, and form a good word-of-mouth effect. It is much easier to develop an app. As a result, enterprises from the media in China quickly rushed, even did not open "double V", business cards do not print QR code, are embarrassed to say which company they are.
More and more companies are actively or passively involved in the wave of media. In the words of Professor Zhang Zhian, Dean of the School of Communication and Design at Sun Yat-Sen University, “On the one hand, we feel that this is the worst test. Because the masses migrate from traditional media to various online new media, consumers’ attention is greatly Decentralized, the traditional advertising model is severely challenged. But from another perspective, we are welcoming the best era of marketing communication."
Professor Huang Yuhui, an expert on public relations research at the Chinese University of Hong Kong, believes that the media has been a paradigm shift for corporate public relations. If you advertise, you need to spend 50 million, but now do public relations, only spend 5 million, which is the operational logic of the past public relations paradigm. Today, the new PR paradigm since the media era is that trust relationships with consumers can help companies save money. This kind of trust relationship saves marketing costs on the one hand, and saves public relations costs when a crisis occurs on the other hand.
Decentralized audiences are re-aggregated by Weibo, WeChat, etc. from the media. Enterprises no longer rely solely on or rely on traditional media. They can promote their operations through the establishment of WeChat, Weibo, App and other self-media platforms to achieve precise interaction with target customers. Whether it is marketing concepts, communication models, or communication methods, companies are creating new bonus space from the media.

Misunderstanding of the company from the media
Since there is room for dividends, and the company does not occupy itself, there will be enemies who want to occupy.
As the concept of self-media has become more and more popular among people, especially some traditional manufacturing SMEs have different views on the level of cognition from the media. Most of the ideas may be: "Self-media is a good thing, But I won't get it. If someone helps me, it will be fine." "As long as I build a WeChat public account, my product will be sold."
Then these entrepreneurs searched the Internet, and the nets were all "3998 yuan! For the enterprise to build the WeChat public number" advertising, it took a lot of effort to pick a one that looked good, then hit the money, Then, a week later, the company got a WeChat public number with tens of thousands of zombie powders, and then, certainly no more.
This kind of scam is very attractive to companies that are eager to build their own media, but it is not difficult to see them. In a nutshell, the advantage of self-media is that “timely understanding of user feedback” and “highly viscous user interaction”. If a company’s self-media allows others to help create and operate, then the meaning of the company’s self-media is There are very few left. Therefore, companies must do their own work from the media, and do not fake others.
According to a survey of media sampling research conducted by thousands of enterprises across the country, more and more enterprises have opened their own media, but after operation, how to operate and maintain is basically in the state of “not paying attention, no investment, lack of staff”, and even Many business leaders do not know how to evaluate and evaluate the pros and cons of the media.
In addition, there are some restrictive factors in the development of the company from the media:
First, some traditional industries are conservative in concept and insufficient attention is paid to self-media marketing. This is particularly evident in traditional labor-intensive industries and processing industries. Such enterprises pay more attention to the use of traditional marketing and promotion methods, and do not actively build and maintain an effective self-media marketing platform.
Second, there is a lack of professionals and mature operating mechanisms from media operations. Since the low threshold of media marketing and fast operation, it has led to the growth of the self-media platform and the self-media team. However, to truly establish an influential and well-known self-media requires a complete and mature operating concept and mechanism.
Third, there is no effective means of communication, limited interaction, and low marketing conversion rate. The traditional widely advertised mode of communication, which is guided by mass flow and exposure, still affects the mode of operation of the media. It is difficult to mobilize the enthusiasm of users and the effect of communication is limited by the fact that the manuscripts are widely distributed, the homogenization content is pushed in a large amount, and the interactive methods such as seeking forwarding and seeking praise are difficult.
All these pain points, in the final analysis, reflect the lack of professional competence in self-media operation and maintenance. Owned by the media, but does not naturally have the right to speak and spread.

The future of business from the media
In summary, although the company's self-media road is the right way, it is not easy to move forward. However, if you are eager to seek success, it is certainly not the right solution. Therefore, when the era of media comes, enterprises should continue to improve their ability to operate their own media through self-learning, and they can keep up with the times in the future.
In order to better serve China's super-hard materials industry enterprises, China Superhard Materials Network will enter the “Self-Media” era together with enterprises, and we will share the expertise of “Self-Media” operation for enterprises for free and long-term systematically. Businesses thrive together.

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