课程背景:
近两年来,网络舆情的负面影响日益引起监管部门的重视。网信办多次发起清朗净网行动,包括针对企业遇到的“黑媒体”敲诈勒索现象等。但是,企业依然面对的舆情风险依然存在,道高一尺,魔高一丈,治理带来的是负面风险的幕后推手更加狡猾,手段更加隐蔽。与此同时,新一代消费者更加善于运用网络信息来维权,这是企业日益面对的挑战。
In recent years, the negative impact of online public opinion has increasingly attracted the attention of regulatory authorities. The CAC has launched several campaigns to clean up the Internet, including targeting companies for "black media" extortion. However, the risk of public opinion still exists in the face of enterprises. Governance brings about more cunning and more hidden drivers of negative risks. At the same time, a new generation of consumers is becoming more adept at using online information to defend their rights, this is a growing challenge to businesses.
中国欧盟商会南京分会联合乌兰老师把最近一年来出现的新型舆情风险做个盘点。
受众:
企业的市场部。
企业的新媒体运营团队。
内容大纲:
第一节:网信办的新政策,你关注了多少?
1. 理解整体网络信息管理原则,企业不掉坑不被坑。
2. 强化平台责任,企业可以加强申诉
3. 打击追星和治理青少年有关问题,企业日常要自查
4. 规范财经自媒体,打击敲诈勒索和造谣传谣。
第二节:自媒体负面舆论攻击的新套路
1. 方式一:标题和内容脱节
2. 方式二:“一鱼多吃”
3. 方式三:自造媒体信源
4. 方式四:长期营造负面,按月制造危机
5. 方式五:避免违规,打恶意擦边球
6. 方式六:引用核心负面信息
7. 方式七:“套娃式”负面传播
第三节:不高兴的消费者
1. 传统投诉渠道
2. 黑猫投诉
3. “聊天截图式”维权。
4. 微博小作文式维权
5. 抖音式维权
6. 知乎式维权
第四节:测评号带来的挑战和隐患
1. 老爸评测和小红花的斗争
2. 测评号的兴起给企业声誉带来的隐患
3. 自媒体有权做测评吗?
4. 企业如果遇到负面测评,该如何自保?
第五节:90后是网络维权和网络负面舆论的主力人群
1. 90后是伴随网络成长的一代人,有鲜明的特征。
2. 90后善于运用网络组织和网络规则。
3. 90后消费者善于维权,勇于维权。
4. 90后新一代人群已经是员工主力,传统的人力资源、传统的企业文化建设,应顺应时势。
5. 90后的新媒体使用纪律,应纳入企业体系建设。
Payment:
1. Bank transfer:
RMB Bank Account
A/C Name: 中国欧盟商会
A/C No.: 7110210182500027543
China CITIC Bank 中信银行京城大厦支行
Capital Mansion Sub Branch
No. 6, Xinyuan Nan Road
Chaoyang District, 100004 Beijing
北京市朝阳区新源南路6号京城大厦
S.W.I.F.T. Code: CIBKCNBJ100
2. Online pay through Wechat.
Terms & Conditions:
This event has limited seating and requires registration and payment in advance. No walk-ins accepted.
Cancellation Policy:
If you cannot attend this event, please cancel your registration at least 3-working days before. If you fail to notify us of your cancellation in a timely fashion, you will be charged for event costs.
To cancel, please contact Ms. Annie Zhou at azhou@europeanchamber.com.cn.
Disclaimer免责声明:
Participants must maintain proper social distancing norms and abide by the Government ’s Epidemic Prevention and Control Rules. If you do not follow the relevant regulations, the European Union Chamber of Commerce in China accepts no responsibility for any of your physical discomfort caused during and after the event. Thank you for your cooperation.
参与活动时,参会人应与他人保持适当距离(防疫考虑)并遵守政府颁布的疫情预防控制要求(例如佩戴口罩等)。如您违反要求,中国欧盟商会对于您在活动中或者活动后的身体不适,不承担任何责任。 感谢您的理解和配合。