Let me give an example. Many companies now have official accounts, video accounts, and Douyin accounts, but the operators and bosses of most of these self-media platforms have great differences on this matter. The editor often thinks from his own point Fax List of view: the higher the reading volume and playback volume, the better, so that the face will also have face. Under this KPI assessment, the editor likes to take shortcuts, follow hot spots, play tricks, and eventually create a bunch of junk content, and the value of brand creation is close to 0. The editor is thinking from a short-term perspective.
They hope to post a piece of content to get higher exposure, and then keep their jobs. The boss's ideas are generally more direct, or straight men. Boss: "I don't care how many views, views, and fans you have, I only care how many customers your content can bring me?" Bosses think from the perspective of results, and obtaining results is a long-term behavior that requires higher human abilities. Under this kind of assessment requirements, the editor regards the new media as a place to spread hard and widely. Many people pay attention to the official account and video account. They don’t come to see your advertisements. They actually want to learn more useful things from you.
Information. so what? The editor posted a crappy and uninteresting hard-broadcast, and once it was posted, the fans lost once. Until one day, the boss couldn't bear it any longer, and the editor left with a blanket, and the account was immediately stopped. I have Fax List worked for a lot of companies in the past. The biggest feature of these companies is that everyone shouts "content is king", but they don't really care about actual actions, because content marketing is so fucking hard. I once went to an interview with a company, and the planning director at the time told me that they would make 100 million exposures on Douyin this year.