企业公关管理中的意见领袖传播策略:一种社会化媒体情境

Communication Strategies of Opinion Leaders in Corporate Public Relations Management:in the Context of Social Media

在这个"人人都是自媒体"的数字化时代,如何界定、识别、并善加利用能够影响更多受众的意见领袖,对企业公共关系是一个全新且重要的课题。本文回顾了"两级传播"的概念的提出,提出了社会化媒体环境(情境)下企业公共关系的意见领袖传播策略模型。企业更需要利用金字塔腰部和底部的意见领袖资源来持续制造小而深的影响力,充分发挥"意见领袖"的关键性作用。

In the digital era of "Everyone is from the media", how to define, identify and make good use of key opinion leaders who can affect more audiences is a new and important topic for corporate public relations. This paper reviews the concept of "two-level communication" and puts forward the communication strategy model of opinion leaders in the context of social media. Enterprises need to use the key opinion leader resources at the waist and bottom of the pyramid to continuously create small and deep influence and give full play to the key role of "opinion leader".