By 2024, the era of short video has taken shape. Everyone uses short video shopping, everyone has a short video account.
Every year, the power of each platform is changing, and at present, Tiktok is the only one, and the small red book is emerging. The commercialization of short video platforms is encouraged by all platforms. In this process, traffic acquisition is becoming more and more expensive, and platforms are favoring controversial topics in order to attract stock traffic. This leads to the spread of negative information about the company quickly. Once the negative information released by the whistleblower steps on the "traffic password", it instantly explodes. In addition, many enterprises also operate their own social media accounts, and the content and comment area also have hidden dangers of public opinion. This lesson focuses on the crisis public relations of XiaoHongshu and Tiktok, two areas with high public opinion of user rights protection and personal Revelations.
到了2024年了，短视频时代已经形成。人人都用短视频购物，人人都有短视频账号。
每年各平台的势力此消彼长，目前是抖音一家独大，小红书异军突起的状态。短视频平台的商业化是各平台均鼓励的。这个过程中，流量获取越来越贵，各平台为了吸引存量流量，对争议型话题颇为青睐。这就导致了企业的负面信息的扩散很快。一旦爆料者发布的负面信息踩中“流量密码”，瞬间爆火。此外，很多企业也运营自己的社交媒体账号，内容和评论区同样存在舆情隐患。本课专门探讨小红书和抖音这两个用户维权型和个人爆料型舆情高发区的危机公关。
【课程大纲】
第一节：社交媒体舆情概述
今年的舆情新局势
各平台发动舆情的“推手”各有侧重
微信公号的“搬运手”
微博上的“热搜组织者”
小红书上的“维权用户”
抖音上的“爆料者”
第二节：流量偏爱的舆情故事
校招、招聘、办公室和年轻人的那些事
“行业潜规则”爆料与大众偏见
环保“斗士”和“废土”
不可触及的社会争议话题
一定有流量的“争吵型”话题
“弱者申诉型”的话题
企业高管的“侵犯利益型”言论
大牌企业的流量型话题
第三节：小红书的流量规则
小红书的算法规则
小红书的“热帖”跟别的平台不同
小红书真给免费流量：0基础首帖爆火
小红书酷爱争议型话题
企业做小红书应避免的话题
第四节：小红书的负面管理（他人账号）
小红书上的典型投诉案例
如何评估小红书上的负面帖子的“爆率”？
详解平台规则中可以利用的条款
哪些负面内容可以申诉删除？
他人帖子下的负面评论怎么应对？
第五节：重点舆情管理是小红书的评论区（自有账号）
评论区为什么会引来更大流量？
如何做好评论回复？
如何应对评论区杠精？
评论区出现大量差评如何应对？
如何应对明显恶意评论
第六节：抖音的流量规则
抖音的算法规则详解
算一下抖音的商业帐
抖音的用户分析
如何评估抖音
抖音更受流量欢迎的内容
第七节：抖音的负面内容管理
如何评估抖音上的负面帖子的“爆率”？
抖音的典型投诉案例
评论区的特点和应对策略
哪些内容可以申诉删除？
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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
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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 training, 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：
Please notice that European Union Chamber of Commerce in China might take photographs from the event and post these on its public web-page (or social media platforms) in order to create awareness of these events. By attending this event you consent to European Union Chamber of Commerce in China taking and using such photographs as described above.
请注意，中国欧盟商会可能会在活动期间拍摄照片，并将这些照片在商会的官方网站或社交媒体平台上公开发布。参加本次活动即表示您同意中国欧盟商会拍摄并使用上述照片。