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目前传统媒体在微博上轻松开展品牌构建与消费者关系维系,具备强大的舆论影响力和粉丝号召力。纸质媒体在微博平台上的内容营销十分出彩,通过观测分析它们的微博内容特征,可以了解吸引消费者关注的微博内容形式,如何采编及撰写有价值的微博,怎样的发布和互动策略会增强微博传播效果,以及在具体开展内容营销时,存在的问题及应该避免的失误。
At present, traditional media can easily carry out brand building and customer relationship maintenance on Weibo with strong media influence and fan appeal. The content marketing of paper media on microblogging platform is excellent. By observing and analyzing their characteristics of microblogging content, we can understand the form of microblogging content that attracts consumers’ attention, how to compile and write valuable microblogging, how to publish and Interaction strategy will enhance the effectiveness of the microblogging communication, as well as the specific issues of content marketing, the problems and mistakes to be avoided.