Why do you want to be a network public opinion monitoring?

Faced with the complicated media environment, many small and medium-sized enterprises are basically in a state of grasping their eyebrows and beards. The public relations department has made a lot of press releases, but in fact they failed to match the market demand of the company's industry, leading to the proliferation of ineffective communication, and the content reprinted by the media has become a fascinating soup blindly sought after by the management team.

Many start-ups tend to bow their heads and neglect to look up at the road, blindly follow the trend, some engage in marketing events themselves, some go to so-called brand promotion classes and follow them, and some find some great brand masters and rush to go themselves. As we all know, any enterprise or any brand has its own unique genes and attributes, and the final result is to lose itself. In the early development stage of start-up companies, most PR departments are not perfect, some are both marketing departments, and some simply do a few sales first, which is better than nothing. Some companies with a sense of superiority often hire media consultants to guide the normal work of public relations departments. If it is a market-driven startup, the extensibility of external perspective and the timeliness of information directly determine its market expansion ability. How does it get effective external information in the first time and combine it with the company's internal products? The simplest and most direct method is public opinion. It is no exaggeration to say that there are only a handful of enterprises in China that can really take public opinion as their daily management work. Most people will think that public opinion can only be used when it is negative. Enterprises would rather spend money on advertising than buy public opinion services in their daily operations. So, what problems can public opinion help startups solve? How should enterprises choose public opinion companies?

1, for external value information.

Undeniably, with the explosion of information, various new media emerge one after another, and the channels for individuals to obtain information are more diverse. For the managers of window enterprises, the most precious thing is time, which directly affects the development speed and management efficiency of enterprises. Public opinion can be combined with key information to obtain value information closely related to enterprise products in the first time. If you are a professional public opinion service team, you can even customize the data source according to the situation of the enterprise and classify it systematically, and filter out the most valuable information for analysis and summary. (Of course, some public opinion companies with miscellaneous brands often just grab a bunch of data and throw it to Party A, and there is no way to analyze it.). In fact, the management team of the enterprise only needs to browse these professionally screened value information every day, and does not need to brush various information apps.

2. Know the latest developments of competing products in real time.

Shopping malls are like battlefields, and information determines success or failure. You can't always know what your competitors are doing, but public opinion can. At present, professional public opinion service companies can often capture the data of the whole network, including two micro-terminals, which can be tracked in real time. As long as the brand information of competing products is exposed, there is a chance to be arrested, especially the news. A systematic public relations department can analyze the other party's current news communication and public relations strategy and the focus of the other party's attention from these value information, and then adjust its own development strategy in a targeted manner. However, at present, most companies, especially startups, are basically at a loss about how to use public opinion, even staying in the state of manual notification by employees. Efficiency and quality are self-evident. Through the public opinion data, the founder can conveniently and efficiently obtain the competitive information related to the development of the enterprise, which is not only conducive to the adjustment of the public relations strategy of the public relations department, but also conducive to the multi-dimensional analysis of the current market situation and the development of competitive products.

3, crisis public relations decision-making reference

Crisis, the sword of Damocles, always hangs on the head of every enterprise, whether you are a giant or a startup. Public opinion is not only used to monitor the black draft after the crisis, but more importantly, it is necessary to plan ahead and provide the most timely data for the PR department's crisis public relations decision. I once met a regional liquor brand, which was exposed by the media because of its product quality defects. After the head of the public relations department was desperate, it turned out that he was patting his head and making random decisions. Ironically, many employees stay up late to collect online information. As a result, I updated the information and quantity of negative reports the next day and had to do it again. As a result, the brand suffered huge losses, and the public relations director was dismissed, as you can imagine.

The most important thing in crisis public relations is timeliness, and the situation may change dramatically after one minute. In fact, at present, the top public opinion companies in China can achieve real-time warning. As long as we grasp the negative side of the enterprise, the professional public relations team can analyze the general intention behind the content, and then formulate the crisis public relations strategy in a targeted manner. The curve of public opinion data directly reflects the latest progress of brand crisis and the opportunity to deal with it. Therefore, for some start-ups who don't know how to deal with the crisis, they might as well learn how to make good use of public opinion data. Digital decision reference is bound to be much more reliable than imagined. Aware of the importance of public opinion, what aspects should enterprises measure in the process of choosing public opinion service companies?

1, first of all, depends on its data mining ability. The top opinion companies are definitely different from the reptile companies in many populations now. The core competitiveness of public opinion service companies is their technical level of data mining and their ability to obtain information, and the source of information is particularly critical. The breadth and depth of information sources directly determine the quality of data.

2. The comprehensive ability of public opinion analysis team. All data grabbing actions are designed based on human thinking, so the decision of public opinion analysts directly determines the quality of public opinion data. Most of the top public opinion service companies have professional public opinion analysis teams. On the one hand, we should pay more attention to the number of experts in the team, but also to the number of qualified public opinion analysts. On the other hand, it is necessary to look at the other party's public opinion analysis report and measure the overall strength of the team from multiple angles.

3. Delivery of classic cases. Professional public opinion service companies often have some typical cases to see if they have provided public opinion services to state functional departments, committees, offices, bureaus and other institutions. After all, many government agencies have relatively high requirements for data, especially in emergencies. In addition, judging from their past cases of providing services, whether they can provide some key decision-making reference. If they can provide personalized public opinion handling suggestions according to different public opinion events and successfully help customers solve problems, then the overall strength of such a team is generally acceptable.

4. Media resource reserve. Public opinion, seemingly unrelated to the media, is actually closely related to the media. For example, after an enterprise encounters a crisis, it can grasp the relevant media reports in real time through public opinion data. If the enterprise is innocent or the media has some bias or factual errors in the report, it is particularly critical to communicate with the media at the first time. Many start-ups have limited media resources because of imperfect public relations departments, and even if they have, most of them are very primary contacts. At this time, if the public opinion service company has a large number of authoritative media resources, and the quality of the resources is very high, it can help enterprises to connect with the media faster, clarify the facts in time or communicate in other aspects, and win valuable time for subsequent crisis handling and name correction.

In fact, public opinion service is not necessarily expensive, as shown in the following figure:

25 fish coins =25 RMB.

Good wishes!