Coincidentally, Yao Jinbo, CEO of 58.com, also said in the circle of friends, "The name of 58.com means common prosperity, and the main business is to serve the people." In addition, with the tightening supervision of the game industry, Tencent Game King Glory is also trying to cooperate with the industry. Field cooperation vaguely reveals the social value of the enterprise.
It is a good thing for the bigwigs to speak out about Common Wealth and to try to empower the real economy with game companies. This shows that Internet giants represented by Tencent and Meituan are seriously thinking about their social value. But technically, there are still many places that can be discussed and optimized. For example, in the dissemination of social value direction, there is a need for a complete set of methods.
Whether it is to reinterpret the connotation of the company name, or the mobile game brand is close to industrial manufacturing, from the perspective of brand social PR, it is inevitable to be a bit "embarrassed".
First of all, for large manufacturers, it is more necessary to look at social PR from a third-party perspective.
The social PR of an enterprise is not to dig out "social value" by itself, but to let people take the initiative to discover the social value of the event after the enterprise has actually done three distributions and empowered industrial entities and other things with long-term social value.
For enterprises, it is better not to spread and not to "embarrass" spread. Spreading embarrassment may make people feel that you are "hypocritical", which can have a negative impact on the brand.
Secondly, in the selection of information dissemination points, it is more necessary to be close to the essence of the event.
For example, there is no deep internal connection between game companies and the Industrial Internet, and cooperation may be limited to IP marketing, which is essentially a fan economy. Actually it doesn't make much sense. Telling a story about Made in China may not be as effective as it should be.
In fact, corporate social PR is not about how much communication it has done, but whether it is felt by people. The key is to create a contrast. This contrast makes the audience feel the value of sharing.
For example, Hongxing Erke, which exploded before, although it was an accidental event, there are also points for reference.
Why do people suddenly have so much enthusiasm for Hongxing Erke? To a large extent, as a very difficult company in people's perception, it still provided enough sincerity and resources to support the disaster area during the disaster, which made netizens really feel that this is a warm company.
On this point, I also have a deep experience. We have experienced the 720 rainstorm in Zhengzhou, and our hometown is the worst-hit area. Therefore, it is difficult not to have a favorable impression of such a company. Friends who have been following our WeChat video account recently will find that I often appear in Hongxing Erke's products, which is also a good impression of the brand that comes from the heart.
Finally, the purpose of social PR is to build a sense of identity.
The sense of identity comes from a consensus based on an event, which means that in the dissemination of social value orientation, we must first find a consensus with the audience.
How to find identity?
On the one hand, around a certain consensus event, we should objectively look at the role played by ourselves from the perspective of a third party. For example, rural revitalization is a consensus, then, as an enterprise, how can it really play its role in rural revitalization? And how to express it in a down-to-earth way is particularly important.
For example, in terms of communication methods, it is necessary to be closer to the audience, because modern people are most concerned about the telemarketing list things closest to themselves, and they can more resonate with society.
In fact, social value is non-standard, and everyone's perception of social value is different.
Taking Meituan as an example, in the eyes of the outside world, Meituan’s greatest social value is the employment brought by millions of riders. Therefore, issues such as riders’ salaries and social security are the focus of social attention, an