Social media management, the first priority is to establish visit intentions
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Business thinking of fan pages
Speaking of fan pages, I think everyone should be familiar with them, right? Each of us has liked some fan pages at one time or another, but I believe that the frequency of viewing these fan pages should be slightly reduced now, right?
In recent years, I have often had the opportunity to teach courses on social marketing. Every time I give a lecture, I always ask everyone a question: “Please think back, have you ever liked a Starbucks or 7-11 fan page?”
Oh, yes! I think we’ve probably all clicked like, right? However, I want to ask everyone: How long has it been since you visited Starbucks’ fan page? Unless its message is actively posted on your dynamic wall, you probably won’t pay attention to it, right?
You know, even for a well-known brand like Starbucks, everyone may still miss their information, let alone our ordinary-sized fan page! For ordinary netizens, why do they need to pay attention to our information? Do we offer any special benefits? Or what conveniences can it bring to their lives?
Suppose you want to run your own community now, or you want to help your company or organization run a fan page, what should you do? First, I think positioning is very important. You need to think clearly first, what unique services can you provide? Secondly, who are your target customers?
For example, you should have the habit of watching the news, right? Take “Apple Daily” as an example. This news-oriented fan page provides dozens of news updates every day, and will continue to publish breaking news whenever there are emergencies (for example, the Department of Disease Control and Prevention of the Ministry of Health and Welfare recently mistakenly set the notification scope of dengue fever epidemic prevention briefings to the “national level”. Not only did Kaishanli become famous overnight, with more than 100,000 Google searches, it also triggered heated discussions from the outside world).
You might as well think about it, why do these news media need to publish social updates so intensively? What is their purpose? The reason is very simple. This is because the news media competes in a speed war. For the same news, most people will only pay attention to the first media that publishes the news. If the second media writes the same content, it is likely to be automatically ignored.
Based on the differences in attributes and positioning, the frequency and pace of posting are naturally worth thinking about. For example, if your company mainly provides investment and financial management services, you may want to focus on professional services. Tell everyone clearly, what services does your company provide? What problem can I help you solve?
Show me some articles, but you won’t read them, right? Because you know it? Unless he can write a different perspective, right? Otherwise, like this cardigan, if you look at which company throws it out first, you will read it first. So if you watch it for the second time, he will not, and the third party will not read it unless he can write something special and good. Therefore, the position of the Hong Kong media is to provide news, and his requirement is that it should be fast and good for us.
Let’s compare, for example, if you are you, if you are doing this insurance, you are a financial manager, you are an investment expert, you want to build your personal brand, or you want to help the company run, then what is your positioning? What services do you provide, what problems do you help everyone solve, or what troubles can you help everyone overcome, right? So positioning is very important. One more thing, I think this second point is very important. Let’s just say, we need to understand our fans and understand the needs of our customers. I think you usually read books or have heard a lot about this, right? After all, people say, but what is the point?
I think I want to share these four words with you. Please write down these four words. You may have heard less of them before. They are the intention of the visit. They are the intention of our visit. Today, oh, oh, give me an example. Why today? You will go to see a certain fan group, and why? You must have a motive, right? You must have a reason, right? You wouldn’t say, am I fine now or did I suddenly have a flash of inspiration, less so, you must have a reason, for example, oh, I want to know that Starbucks offers buy one get one free, so you went to see it, or you wanted to go and see it.
At that time in our restaurant, when did you guys close? Is that the right time? You want to see this thing, so do you have a motive? Okay, if you don’t have motivation, you won’t particularly watch it, so what we mean is that if you want to run a community now, and you want to join a fan group, then I, I, I won’t ride, and I hope you will come and watch every day, because this is unlikely, everyone is very busy, right? You said you would come every day and go to my website to watch. I think it is a bit unrealistic, because you may have to put in a lot of effort to manage a lot of content, but can you say, eh, I invite you.
Come and visit my group once a week, or if you want to, come and see if you can take a look around. So this is called the intention of visiting. If you can give her a very clear image and say, hey, I have some great financial management and investment information. If I have time, I will give you some white papers and give you some small things. Then if you don’t want to come and see you, maybe you will? will you remember me? Right? So this visit to Yituha is very important, so I think the focus of our current community and fan group management is not to say that I want to pursue more.
I must determine the traffic of the author’s advertisement and how much battle to pursue. Before we made business decisions, did we account for a lot of people? But is that like actually useful? Not necessarily, right? Now that you have 100 likes on the street, he will buy it for you. Will he buy insurance for you? No? good. So I think you should remember the purpose of this visit, but it is more important. You also want to see what resources you have and what good things you have to attract him. He will come back from time to time to take a look. This monster is also very important. What is this?
Many people will say, hey, I run a business. Today I run a fan group or run a community. I think there should be more projects and good projects, and I want the most beautiful people. I should make everyone my goal, right? But the account is actually wrong. Why do we all hope rationally that everyone in this business will be my customers from the age of six to 60, right? But do you think you can do it? Not easy, right? Not easy, right? Because, because of this, when you are 60 years old, how many advertisements do you have to post, and your costs this year will be very high. The second one was when she was six years old.
Their ideas and needs are quite different, right? Then how do you satisfy him? Let me give you an example. We have more female friends today. Let me give you an example of women. For example, if you want to see, if you are a 20-year-old girl, there is only a ten-year difference between you and a 30-year-old girl, right? A 20-year-old girl, is youth invincible? Female college students are still very innocent and lively, right? But for a 30-year-old girl, she may have been in the workplace for a while, and she may already be a junior supervisor. Maybe you are already married, or if you move a little faster, you may be a mother, right? Are the mother’s ideas very different from the college student’s ideas?
His disposable income is much different. For the same thing, his thoughts on buying it are very different. So we have to say, whether we run a community or join a fan group, do you want to please, or do you want to serve that specific theme. Ah, so in this part, I also suggest that you don’t be too greedy. You can set the main one. If possible, it is the main ethnic group. Then you say I am still willing, you can set the secondary one.
Breaking through the stratosphere of human connections
Although I don’t know Carlatsushihirano, I have read several of his books many years ago, such as “[Harvard Business School Lecturer Teaches You Unbeatable Self-Management Techniques]” (https:// www.books.com.tw/exep/assp.php/vista/products/0010488149?utm_source=vista&utm_medium=ap-books&utm_content=reco mmend&utm_campaign=ap-201907)” and “[New Platform Thinking: Effortless thinking skills that exceed hundreds of times the results](https://www.books.com.tw/exep/assp.php/vista/product s/0010520965?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-201907)” and other books left a deep impression on me. Although we have never met, we feel that we have been friends for a long time, so when I heard that his new book was published in Taiwan, I couldn’t help but feel a little expectant and excited…
Later, when I saw this book in Sanmin Bookstore, I honestly felt it was a pity. After reading through it, I couldn’t help but sigh slightly - it’s not that this book is bad, but I feel that it should be better in terms of marketing, packaging and content translation! I even jokingly complained to my friend who worked at Yuanliu, “Why didn’t you ask me to write a recommendation?”
Having said that, maybe it is because I like this author and this subject very much that I hope more people will like this book.
Japanese writers have always been good at dealing with such themes, especially professionals like [Atsushi Hirano] (https://www.facebook.com/carlatsushihirano/) who have experience in living and working in transnational countries such as Japan and the United States. They are more able to accurately understand today’s social trends. This is why I think he is a very suitable candidate to talk about network management and platform construction.
Since I don’t have the opportunity to write a recommendation preface for the author that I admire, I keep thinking about how I can also help [this book](https://www.books.com.tw/e xep/assp.php/vista/products/0010825375?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-201907) do what? So, although I don’t know if any friends are interested in [this book](https://www.books.com.tw/exep/assp.php/vista/products/0010825375?utm_source=vista&utm_medium=ap-books &utm_content=recommend&utm_campaign=ap-201907), I decided to read this book at the Vista Book Club in August.
“Breaking through the stratosphere of social networking: Use yourself as a platform to build an effective network” This book is very interesting, but also a bit hard. Because at the beginning, the author cited academic viewpoints to explain the principles of personal connections. After the middle part, he began to share with you how to build a personal network based on his work experience in well-known companies such as Industrial Bank of Japan and NTT Docomo, and even his own journey of starting his own business.
Reading certain chapters also made me feel sad. In the past, because of my work in the media and Internet industry, I got to know outstanding people from all walks of life, and I would like to thank you all for not being dismissive. Over the years, I have some of my own opinions on Managing Connections. Although I can’t say they are very mature, I am happy to share them with you.
A good friend who is willing to lend a helping hand is better than a lifetime of collecting thousands of business cards. By Vista
Whether you are interested in this book or want to hear my thoughts on managing connections and personal branding, you are welcome to register to attend the Vista Reading Club held on the evening of August 5th.
](h ttps://★ Do you want your copywriting to be liked by more people? Come and watch “[Slow Reading and Understanding in Seconds] (https://www.books.com.tw/exep/assp.php/vista/products/0010973827?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-202605)”.
★ To improve your content power, please don’t miss the online course “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)”
★ Photo Credit: Providence Doucet
