Corporate Weibo Marketing Positioning
For enterprises, it is necessary to clearly define what you want to do and what effect you want to achieve through Weibo, which is the functional positioning of Weibo. The determination of this positioning limits the content released by Weibo enterprises, that is, the content of Weibo should be determined by the functional positioning. Taking the official Weibo operation of Vancl as an example, Vancl should have two official Weibo accounts: one assumes the function of a media, and the company will release major news here as soon as possible, with a relatively conventional wording style; the other account is the Vancl fan group, which is an interactive platform, mainly organizing various interesting activities such as discounts and promotions, new product launches, etc., to interact with fans, maintain brand loyalty, and increase product sales.
In terms of language, the fan group is more personified, communicating with fans as friends. The main reason for this division is that the audience of the first account is mainly the media, competitors and investors in the industry, while the audience of the second account is consumers. In this way, there will be no constant switching of identities due to two different positionings.