【课程说明】

中国市场的媒介环境已经发生了巨大变化。几个主流社交媒体平台获取了绝大多数受众的注意力。短视频变成了主流的传播方式。

传统的企业品牌和信息传播面临挑战。很多企业，尤其是传统B2B企业，尝试使用社交媒体，试图在社交媒体时代依然能与客户保持联系。他们也希望像其他善于使用短视频的企业一样获取新客户。

中国的社交媒体平台之间也存在巨大竞争，有限的受众人数和使用时间，变成了最宝贵的资产，称为“流量”。平台非常依赖“算法推送技术”。通过判断受众的偏好来推送更多内容。

企业想在社交媒体上获取更多流量需要更深入了解不同平台的不同算法逻辑。掌握算法技巧可以有效获取更多流量，提高传播效率。即便是花同样多的钱来购买流量，更懂算法的内容获得的数据也会比普通内容更多。

本课致力于帮助外企的管理者全面了解主流的社交媒体平台，进而帮助到商业决策。

Course Description

The media environment in the Chinese market changes a lot. Some major social media apps have captured the most attention. Short videos have become the mainstream means of communication.
Traditional corporate communication faces challenges. Many companies, especially B2B companies, have tried to use social media, hoping to maintain contact with customers. They also hope to acquire new customers like other companies that are proficient in using social media traffic and short videos.
Those major social media apps compete fiercely. The limited number of users and their usage time have become the most precious assets, known as "traffic". Platforms rely heavily on "algorithm - based recommendation technology", which judges the preferences of the audience to push more content.
Companies need to have a deeper understanding of the different algorithm logics of various platforms if they want to obtain more traffic on social media. Mastering algorithmic skills can effectively increase traffic and improve communication efficiency. Even if the same amount of money is spent on purchasing traffic, content that better understands the algorithm will obtain more data than ordinary content.
This course is dedicated to helping foreign - enterprise managers comprehensively understand mainstream social media apps and thus assist in business decision - making.

【课程大纲】

第一节：外国人对中国社交媒体的常见困惑

• 中国社交媒体总量的数据惊人，是真的吗？

• 社交媒体平台是垄断性的吗？

• 社交媒体平台是怎么赚钱的？

• 平台上的账号和主播和企业是怎么赚钱的？

• 真有人经常看直播购物吗？

• 大主播带货是怎么挣到钱的？

• 直播带货真能帮助企业推广品牌吗？

• 做社交媒体对企业的品牌传播和公关形象有用吗？

• B2B企业也需要做社交媒体吗？

• 企业不做社交媒体会有什么负面影响？

• 竞品企业的社交媒体账号数据惊人，我该着急吗？

• “One content for all apps”的策略行得通吗？

• 企业做社交媒体要花钱吗？

• 企业该如何计算投流费的性价比？

• 企业自己做直播带货的话，能做起来吗？

第二节：中国媒介环境现状

• 中国的新闻媒体需要资质

• 新闻媒体和自媒体的区别

• 媒体和社交媒体的监管和法规不一样

• 企业账号属于自媒体，受网信办管理

第三节：企业如何用社交媒体做生意

• 新闻媒体：传播企业品牌和信息

• 其他自媒体：雇佣自媒体扩大企业传播效果

• 企业官方账号：传播品牌信息给利益相关方

• 企业HR账号：雇主品牌建设和招聘信息

• 企业代理商账号：获客和转化

• 直播电商：销售转化

第四节：企业自有社交媒体的管理要点

• 不能让“流量”和“数据”指挥品牌

• 根据企业策略选择平台

• 各平台的内容策略不能一样

• 要制定不同的数据要求

• 会有不同的预算

第五节：微信公众号

• 微信公众号是企业品牌传播的基本盘

• 微信公号的算法逻辑

• 企业做公众号的原则和目的

• 如何看待公众号的数据

第六节：微信视频号

• 更适合企业品牌传播的短视频平台

• 视频号的算法逻辑

• 如何“踩算法”获取更多免费流量

第七节：抖音

• 抖音是中国最大的“广告”公司

• 一定要懂抖音的算法推送逻辑

• 企业做抖音的决策关键：算经济账

• 抖音的内容特点是否符合品牌调性

第八节：小红书

• 小红书的独特UGC环境

• 小红书的优势：用户活跃度和搜索功能

• 小红书的算法逻辑和流量获取技巧

• 小红书对企业的用处

• 企业运营小红书账号的难点

• 小红书目前是用户维权类舆情的最大风险来源

第九节：社交媒体的声誉风险

• 算法推送带来的快速发酵风险

• 企业自有内容运营不当

• 评论区的负面聚集

• 举报的风险

• 个人曝光的风险

• 形成了“负面流量词”的风险

• 如何防范和解决

Course Outline

Section 1: FAQ from Foreign Managers

• The figures of Chinese social media look surprisingly high ,are they real?

• Are social media apps monopolistic?

• How do social media apps make money?

• How do accounts, live - streamers, and companies on the apps make money?

• Do people really often watch live-stream shopping?

• How do top live - streamers make money from promoting goods?

• Can live-stream shopping really help companies promote their brands and sales?

• Is it useful for PR image and branding via companies’ social media accounts?

• Do B2B companies also need to engage in social media?

• What are the negative impacts if a company doesn't make social media account?

• If my competitors' social media account data is astonishingly high. Should I be worried?

• Does the "One content for all apps" strategy work?

• Does a company need to spend money on social media?

• How should a company calculate the ROI of traffic costs?

• Can a company succeed in live-stream shopping if it does it on its own?

Section 2: Current Situation of the Chinese Media Environment

• China’s news media require official qualifications.

• The differences between news media and self-media.

• The different supervision and regulations for media and social media

• Company accounts are self-media, managed by the Cyberspace Administration of China.

Section 3: How Social Media Helps Business

• News media: Disseminate corporate brands and information.

• Self-media KOL: Expand communication effect and reach more people.

• Company official accounts: Disseminate brand information to stakeholders.

• Company HR accounts: Build the employer brand and release recruitment information.

• Company dealers accounts: Acquire local customers.

• Live stream sales & e-commerce: Direct sales.

Section 4: WeChat Official Accounts

• WeChat official accounts are the foundation for corporate brand communication.

• The algorithm logic of WeChat official accounts.

• The principles and purposes of companies in operating WeChat official accounts.

• How to review and analysis the data of WeChat official accounts.

Section 5: WeChat Video Channel

• A short-form video platform more suitable for companies branding strategy.

• The algorithm logic of WeChat Video Channel.

• How to leverage the algorithm to obtain more free traffic from WeChat.

Section 6: Douyin(Chinese version of TicTok)

• Douyin is the largest "advertising" company in China.

• It is essential to understand Douyin's algorithm-based recommendation logic.

• Critical decision-making point for doing business on Douyin: Calculate the money in and out.

• Whether Douyin's content characteristics match the brand's tone.

Section 7: Xiaohongshu(The Red Note)

• The unique UGC environment of Xiaohongshu.

• The advantages: User activity and search function.

• The algorithm logic and traffic-acquisition skills.

• How companies better use it?

• The difficulties for companies in operating Xiaohongshu accounts.

• The reputation risks

Section 8: Reputational Risks on Social Media

• Risks of rapid fermentation brought about by algorithm-based recommendations.

• Improper operation of companies' own content.

• Aggregation of negative comments in the comment section.

• Risks of reports.

• Risks of personal exposure.

• Risks of forming "negative traffic keywords".

• How to prevent and solve these problems.

【语言】 英语

Language: English