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In this new age of social media, PR marketing must be both sensible

Recently, Mannings has caused controversy among many netizens because of the fact that he “still filed a complaint when the cleaner’s mother-in-law mistakenly took the stamps”. Afterwards, Mannings responded on its Facebook page, saying that the case had entered the judicial process and it was inconvenient to comment, and that he respected the spirit of the rule of law in Hong Kong and believed in the court’s judgment, which eventually added fuel to the fire, causing a “Guan Gong disaster” and greatly affecting its reputation.

The core reason for this disaster is that Mannings has responded to the crisis in an old-fashioned public relations manner.

In the days before social media was prevalent, large corporations responded to public relations crises by issuing timely press releases to explain the incident, but now it is easy to deal with them in this outdated way.

In the case of Wanning, for example, in the confession, it was written in an official style, creating a sense of using the “judicial process” as a public relations shield, which immediately touched the sensitive nerves of netizens, and in this era of social media, netizens were able to disseminate information and make concentrated comments in an instant, resulting in a faster outbreak of the crisis, resulting in the current situation that is out of control.

It is important to know that in today’s social media, in fact, no matter what size of enterprise, must face up to and reflect on how to face the public relations crisis on the Internet, and can no longer deal with it with traditional public relations methods.

Because in today’s environment, the market has changed from seller-led to buyer-led, and the collective will and voice of users determine the success or failure of the brand. Therefore, if companies do not understand this and continue to deal with marketing issues in a way that sellers dominate the market, although it is legally correct, it will still lead to a public relations crisis like Wanning’s this one, ignoring the elements of human feelings.

In today’s new era of marketing, enterprises should do a good job in public relations marketing and deal with public relations crises smoothly, in addition to doing their duty of right and wrong, they should also pay attention to human feelings, be reasonable and reasonable, and make humanized decisions, so as to turn crises into opportunities, keep and even further enhance the brand image.

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【互動新思維:Facebook直播】

社交平台上不只一個品牌,要做到在芸芸品牌中突圍而出,靠的除了是品牌文案吸引、圖片美觀,更重要的是向你的目標受眾(Target audience)說話。這裏說的並不是「品牌想說的話」,而是「目標受眾」想聽的話。現今的「網民」追求真實感、「貼地」,而抗拒千篇一律的推銷文章。品牌就要考慮如何藉助社交媒體的功能,與目標受眾來一趟貼地的溝通。其中,筆者認為Facebook今年推出的直播功能頗為不錯。 提起直播(Live),相信讀者們都會想到直播遊戲或年初風靡一時的「17」程式。比起上述兩種方式,Facebook擁有龐大的網絡人口受眾,互動率高,直播功能來得更直接有效。 Facebook直播無疑能拉近品牌與消費者的距離,令品牌更貼地及人性化。雖然有了新形式的幫助,但品牌亦不可拘泥於老派做法,如單純直播記者招待會,實為搬字過紙,未能用盡直播的優勢。 要突破傳統思維,就要善用直播的即時性及互動性。如早前歌手張敬軒以「降兩度」之名在Facebook直播小型演唱會就是好例子。他先在Facebook揚言某月某日會直播,直播當天帶同樂隊演唱,規模不亞於普通小型演唱會,並根據Fans的留言即場回覆,令整件事的互動性大大提高。 另外,淘大亦曾以直播形式輔助線下活動的舉行。一般品牌對線下公關活動的做法都是派遣攝影師為現場拍照,翌日在Facebook張貼活動花絮。這樣的話,又有多少網民會感興趣?相反,直播整個活動,輔以即時的有獎問答活動,就能在短短兩小時內賺取8萬的瀏覽量及超過1千人的參與。由此可以看出,線下活動與Facebook直播緊密配合下,既能獲取網民對活動的關注,亦能於社交平台獲取不少互動,相得益彰。一加一,品牌效應絕對大於二。 隨着不同社交平台冒起、各種功能推陳出新,社交媒體在品牌推廣策略上應當佔一席位。各位品牌經營者,不妨多加心力將更多創意及資源投放於社交媒體之上。

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