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网络营销号无序发展必须终结
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Topic: 网络营销号无序发展必须终结 (Read 29 times)
reckone
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网络营销号无序发展必须终结
December 27, 2017, 02:34:34 AM
#1
微博、微信等社交媒体的崛起,改变了传播也改变了营销。许多自媒体借助这些渠道打造营销平台,于是出现所谓的网络营销号。营销号“爆款”文章是如何产生的,其营销效果如何,普通网民对此并不知晓。日前南都记者调查发现,网络营销号多有推手且为团队操作,有的账号会通过凭空捏造、拼凑、组装素材等一系列流程性操作来打造所谓“爆款”。
网络营销号以自媒体的方式运作,它们撰写文章在社交媒体上传播。运营者应该庆幸自己生在这个信息泛滥的社交媒体时代,如今的网民都产生了社交媒体依赖症——— 人们习惯于通过自媒体来获取信息,这场传播革命带来的结果是去中心化、去权威化,无论是内容的生产者还是公众,今天都在适应这样的变化。当然,变化的只是传播的方式,内容生产环节的法则却没有大的变化。和传统媒体一样,包括读者和题材的选定,网络营销号都会有自己的定位,读者喜欢什么,何种内容能够获得关注,写作者一般会有一套分析逻辑。这看似简单,其实并不容易,因为它意味着写作者必须了解网民心理,熟悉当下的社会情绪。
一篇文章是否兜售“私货”,有没有营销的成分,业内人士并不难判断。南都报道提及今年10月下旬一篇叫做《我的抗醛日记》的爆款文章,其中讲述一位3岁男孩疑似患上白血病之后,母亲深度解析了甲醛的危害,并开始尝试各种除甲醛的办法。在列举了活性炭、柚子皮之后,她进行了空气净化器的评测,并最终推荐了一款除甲醛最有效的产品。这样的文章之所以获得广泛传播,一个重要原因在于它涉及甲醛危害这个敏感话题。
再比如《生吃酱油会致癌》这类文章,就是通过编造耸人听闻或富煽动性的不实信息,依靠渲染紧张情绪来寻求病毒式的传播效果。显然,对这类文章稍作分析就不难发现其中的谬误,但是,对于很多网民来说,他们习惯于顺手转发,无法分辨信息的真伪,他们不知道这类文章带着营销的目的,仅仅是出于恐惧,或者以关爱家人、朋友的名义传播它们。
教育、养生、公益等领域,如今已经成了虚假信息的重灾区。除了各类鼓动恐吓情绪的虚假信息,南都记者调查还发现,很多营销号还依靠盗图、抄袭、“洗稿”、‘标题党’等方式批量生产“爆文”,有的甚至开发出“洗稿”软件。在传播环节也不乏造假行为,公众号刷阅读量早已是业内心照不宣的潜规则,第三方数据挖掘和分析机构艾媒咨询今年9月发布的《2017年中国微信公众号刷量专题研究报告》显示,2017年营运类微信公众号中,86.2%运营者曾有刷量行为。
网络营销号经过长时间的无序发展,其负面影响如今逐渐显现。对于公众来说,有必要对其重新审视。其一,网络营销号的影响力需要重新评估,依靠大V转发甚至机器刷量制造的病毒式传播,是小部分人的狂欢,抑或真的如数字显示的那样是传播“爆款”?2016年9月底,微信平台通过技术升级,屏蔽了公众号刷量工具,不少公众号阅读量呈现“断崖式”下跌。当时舆论一片哗然,大量公众号被指虚假繁荣。网络营销号自诩精准营销,显然依靠刷量不会制造出精准营销的效果。其二,网络营销号的内容生产手段需要重新审视,虚假信息泛滥,通过造谣、发布不实信息来制造噱头,这种充满侵权嫌疑的行为,在传播上获得成功并不等于营销成功,毕竟一家企业或者一项产品,在自我推广的过程中必须兼顾传播效果和社会影响。
网络营销号的各种乱象,并非技术发展的必然产物,它也反映了治理机制和法律规范的缺陷。
商誉权损害违法成本极低,就在一定程度上纵容了相应的侵权行为,顺应时势做出相应的改变,尤其是完善相关的法律制度,规范其运营,网络营销号野蛮生长该终结了。
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