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企業如何利用LinkedIn做公關

企業如何利用LinkedIn做公關

2015-05-25 18:07

社群經營、粉絲團、打卡等網路世代的企業行銷手法崛起,已推翻傳統廣告、公關、辦活動的行銷窠臼。聰明的企業懂得順勢而為-LinkedIn近來當紅的發文功能不失為企業的發聲管道。這種半官方公關平台該如何巧妙拿捏,才能發揮效益,達到企業行銷的目的。



閱讀暖身:
社群經營、粉絲團、打卡等網路世代的企業行銷手法崛起,已推翻傳統廣告、公關、辦活動的行銷窠臼。
 
聰明的企業懂得順勢而為-LinkedIn近來當紅的發文功能不失為企業的發聲管道。這種半官方公關平台該如何巧妙拿捏,才能發揮效益,達到企業行銷的目的。

進入文章之前,先想想下列單字要怎麼說:

a) 美化,粉飾

b) 網民

c) 盜獵,挖角



If you can't fight it, why not embrace it? That might not have been the motto the management at LinkedIn had in mind when they purchased the news service Pulse, but many a company nowadays is realizing the better way to 1) cope with the ever-powerful social media is, indeed, by embracing it. With the integration of Pulse into LinkedIn pages to present a forum-like platform, users are offered not just an opportunity to display their business skills, but a chance to share an insider's view with job seekers and customers alike.

如果不能抵抗,何不擁抱它? LinkedIn高層在買下Pulse新聞服務的時候,或許並未參酌這句箴言,但今日許多企業都開始理解到,面對日益強大的社群媒體,最好的方法就是擁抱它。在LinkedIn與Pulse整合,添加類似論壇的平台功能之後,使用者不僅可以藉以嶄露工作能力,更能夠從局內人的角度,向求職者和客戶介紹自己的公司。


If the idea of allowing average workers to a) window-dress your corporate image 2) leaves you in a cold sweat, consider this: employees active on social media get 10 times more followers than their companies according to LinkedIn's own statistics. No just that, even more remarkable is the fact that posts and shares from employees often enjoy more views, likes and re-shares than original posts from the companies themselves.

如果說讓一般員工參與企業門面美化的工作,讓你輾轉反覆,不妨看看這個數據:根據LinkedIn統計,在社群媒體上活躍的員工,所擁有的追隨者人數是所屬企業的十倍之多。不只如此,更值得注意的是,企業員工發表或分享的文章,經常比企業的原始po文享有更高點閱率,更多人按讚,也更多人分享。


Take Dell for example. The PC maker keeps in-house a team of writers to constantly engage in social activities on the web. Conventional PR wisdom calls for tightly-controlled scripts in those engagements, yet Dell's senior executives simply instructed the team to write what they were "passionate about," in the belief that b) netizens are naturally attracted to people's experiences and stories, and generally avoid sales pitches.

以戴爾電腦來說,這家電腦大廠在內部聘請一組寫手,專門在社群網路po文互動。按照傳統公關做法,這些互動應受嚴格規範和管控,但戴爾的資深高層卻僅僅告訴這組人員放手去寫「自己感興趣的東西」,其所秉持理念,是網民只會被人的故事和經驗所感動,對產品促銷則敬而遠之。


A recent case proved this point. One of the company's marketing executives posted an article about personal reflections on his father's death from Parkinson's disease. The message touched on work and what it's like being a Dell person, and in a short period received more than 200 thousand views and still there are ongoing responses and queries from curious parties.

最近一個案例也證明了這點。戴爾行銷部門某主管在父親因帕金森氏症過世之後,在網路上寫了一篇個人感言,內容觸及工作以及戴爾內部文化,結果短時間內這篇文章就累積超過20萬次點閱,至今仍持續收到網友回應以及相關詢問。


One potential risk of giving employees the stage is exposing the normally non-public, even secretive, side of the business. Workers could be c) poached, sensitive data leaked, but companies 3) bucking this social network trend would instead face the bigger risk of being overlooked.
 
當然給予員工一個公開發聲管道也有風險,有可能曝露通常維持一定神秘感的企業內部情況,導致員工遭人挖角,或是機密資料外洩。不過在社群網路大潮流下,故步自封的公司恐將面臨被市場拋棄的更大風險。


口語詞彙

1) Cope with 巧妙處理

Cope 當名詞是教士的斗篷。當動詞有處理,等於deal with的意思。

I will try to cope with his rudeness. 我會處理他的無禮態度。

2) Leave one in a cold sweat 讓人(驚嚇,緊張)冒出一身冷汗

The metro accident involving fire in one of the cars left many riders in a cold sweat.

地鐵車廂起火事件讓許多乘客嚇出一身冷汗。

3) Buck the trend 逆勢而為

Buck 當動詞有強烈反對的意思。She bucked at her boss’s plan. 她強烈反對老闆的計劃。Buck the trend 意思就是和潮流相抗衡。

Bucking the digital trend, this reclusive hotel in the mountains offers no WiFi connection, and few extra sockets in the room.

刻意抗拒數位潮流,這家位於山裡的幽靜飯店不但沒有WiFi,房間裡連多餘的插頭都找不到。

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