|
|
Public relations must treat people as human beings and operate with the audience as users. Use the idea of content operation to formulate communication strategies, and establish a user cognition and behavior analysis framework in the process. The public opinion trader and the person in charge of user operations are two people with different temperaments. Public opinion traders who pursue blockbuster focus mostly on process indicators such as volume, positive and negative, etc. It is easy to ignore the more complex and diverse users themselves behind the scenes, and will not consider the actual cognitive status of users. at cognitive transformation will not only focus on process indicators such as clicks
and likes, but will also conduct in-depth analysis of the cognitive motivations behind user Malaysia Phone Number Data behavior, focusing on WH (i.e. Who, Why, Where, When, What, How), to analyze who the user is, why they come, where they come from, what they said at what time, what they did, what is the cognitive situation behind it, etc. Content operations will pay attention to the dynamic change process of performance and cognition in the full life cycle of users. It is urgent to establish a user cognitive measurement and analysis system, and this topic needs to be further studied and
discussed in the future. But there is a misunderstanding to avoid here, that is, blindly aligning with the advertising indicator system. In the era of digital marketing, the boundary between public relations and advertising has long been blurred. User modeling and user behavior analysis have been deeply applied in the advertising field. Many public relations practitioners will also learn from advertising marketing practices to establish social media KOL/KOC The delivery cooperation model. However, this kind of reference is often limited to interaction indicators based on clicks, comments, likes, or marketing indicators that lead to the conversion of a single
|
|
發表於 2024-3-11 11:59:39