The flow of each hot event should be like this after the outbreak; the public knows the hot spot - the public participates in the discussion - the public spreads it. Its event flow should be; from event outbreak - heat up - heat peak - (secondary peak) - heat drop - continuous drop - back to normal.
In this time period, referred to as the 24 rules, with the help of the definition in crisis public relations:
The 24-hour rule means that in the Internet age, 24 hours is the limit in terms of how quickly companies can respond to crises, because "events" will spread to all corners of the world within 24 hours.
Therefore, enterprises should start the crisis management mechanism within 24 hours after learning of the crisis, and make preparations. According to the 24-hour rule of crisis public relations, companies should announce the results within 24 hours, otherwise, an information vacuum will be created, and various misunderstandings and speculations will arise.
Therefore, to use a certain event hotspot, your content must be close to the outbreak time point of the event as soon as possible. Only when it is close to the event outbreak time point will your content complete a wider content dissemination in this hot event. How to quickly utilize hot event traffic? Here I analyze it from three aspects.
"The world's martial arts is only fast is not broken", the so-called fast is to quickly understand the cause and process of the incident as soon as you know it after the outbreak. The official account and the product want to fit.
Let’s take a look at it from that perspective, and push the content out in the shortest possible time. It is recommended that you publish the content within 5 hours after the event occurs, and the traffic during this time is the largest and most disseminated.
Through the resources at hand, understand the aftermath of the event! From the following dimensions, analyze whether the content of your official account has good communication value with this event hotspot.
Are hot events aligned with brand values?
Are hot events helpful to their own content?
Can hot events accelerate content dissemination?
Of course, as mentioned above, some hot events cannot be taken advantage of. For example, content with political metaphors cannot be written, content that is inconsistent with brand values cannot be written, and content that is discriminatory cannot be written (whether it is a hot event such as taking advantage of the situation, the output content cannot violate human morality or touch the bottom line of the law for the sake of reading volume. ).
The definition of “fast” here is: firstly understand the passing of hot events/firstly decide whether to take advantage of the situation/firstly come up with the content of the event and the brand. Only by quickly understanding the incident from various channels will you gain critical time in the early stage of the incident.
The "ruthless" here is in double quotation marks, and its definition is that after understanding the time, you should abandon unnecessary long speeches, and you should tell your audience the cause of the event and the result in a concise and clear manner. And through this event, you can express your views from multiple perspectives, so that your readers can feel the resonance through your content.
For some unexpected events, things that have the risk of reversal, we must not jump to conclusions. Generally, the official description should be given (the official media account of the event party, the authoritative notice of the government department, etc.), if it is easy to make a conclusion in the early stage of the event, if the event reverses, your content and brand will make the audience There is a problem with values.
The definition of "ruthless" lies in reviewing hot events in the simplest words, and expressing your content, your products, and your brand's thoughts country email list through events, so as to let the public have more awareness of your content brand .
In this process, you can also follow up on the hot events and the public's attitude towards the events, so as to consider whether it is possible to "take advantage" of the content in a more comprehensive way. In the initial outbreak of the event, missing one minute is missing tens of millions of traffic.
If you want to make good use of the event to spread your brand when an event occurs, you should accumulate relevant materials and related channel resources in peacetime. We cannot predict the occurrence of the event, but we can prepare for the event.