广告：是一门帮助品牌搭流量顺风车的生意，还是帮助品牌创作流量的生意? Advertising business: Is it a business that helps brands hitch a ride on traffic or create traffic for themselves?

其实都是，只不过今天大家更加看重的是前者，因为操作简单，但是从长期来讲，也一定是最昂贵的。 Actually, it's both. However, today people pay more attention to the former because it's simpler to operate, but in the long term, it must be the most costly.

对于后者，很多人一直有一个误会：简单的认为顾客关注了你的公众号、关注了你的店铺就算是变成了一个长期的品牌粉丝，其实这个观点错的离谱。 Regarding the latter, many people have always had a misunderstanding: simply thinking that when customers follow your official account or your store, they become long-term brand fans. In fact, this view is completely wrong.

今天的商业环境，泛社交化是一个关键的特征。无论是电商平台、娱乐内容平台还是互联网社交平台，都在努力吸引粉丝的持续关注和订阅。但是从顾客的角度来讲，无论他关注一百个账号还是五百个账号（部分人甚至关注了一千个以上的账号），但实际上真正能够有机会被每天看到的账号或者店铺仅占了极少数。 In today's business environment, pan-socialization is a key feature. Whether it's e-commerce platforms, entertainment content platforms or internet social platforms, they are all striving to attract continuous attention and subscriptions from fans. But from the customer's perspective, whether he follows a hundred or five hundred accounts (some even follow over a thousand), in reality, only a very small number of accounts or stores have the chance to be seen daily.

不客气的讲，这些被圈进“私域”的粉丝们，其实谁的粉丝也不是，即便他没有取关，也大概率会在日常对品牌采取置之不理的状态。 Frankly speaking, these fans included in the "private domain" are actually not fans of anyone. Even if they don't unsubscribe, they will likely ignore the brand in daily life.

所以重视品牌自身产生流量的能力，应该考虑更多事项。 作为品牌方，需要重点考虑几件事情： So emphasizing a brand's ability to generate its own traffic should consider more matters. As a brand owner, several things need to be focused on:

1、如何改变潜在人群对品牌的态度？品牌内容的有用、有趣、有关联价值是一个品牌吸引关注的高招，而无趣、无用、无关联价值则是让流量远离你的直通车。

1. How to change the attitudes of potential people towards the brand? Useful, interesting and relevant brand content is a great way for a brand to attract attention, while boring, useless and irrelevant content is a direct way to drive traffic away from you.

2、如何持续强化与关注人群的关系： 2. How to continuously strengthen the relationship with the followers:

1）关注几个数据：

1. Pay attention to several data:

（1）你的关注者在某个有效传播周期内打开你公众号的占比是多少？（为什么没有打开？怎么解决？） (1) What percentage of your followers open your official account within an effective communication cycle? (Why not? How to solve it?)

（2）你能够占有关注者的社交媒体时长占比是多少？（包括被内容吸引的打开/讨论/转发等等行为，做或者没有做的原因是什么？） (2) What percentage of your followers' social media time do you occupy? (Including behaviors such as being attracted to open/discuss/forward, etc. What are the reasons for doing or not doing?)

2）关注者对于品牌的态度变化是什么？（路转粉和粉转黑的原因是什么？） 2) What are the changes in the followers' attitudes towards the brand? (What are the reasons for turning from strangers to fans or from fans to haters?)

3）如何与关注者群体维系长期的健康关系？（注意，不是短期的荷尔蒙上头，要东西用户心态，才能走进用户心里） 3) How to maintain a long-term healthy relationship with the followers? (Note: It's not a short-term hormone rush. Understand the users' mentality to get into their hearts.)

3、作为品牌主必须面对的问题： 3. Problems that brand owners must face:

1、关注者不等于忠实用户，因此关注者有可能就是一个非常普通的关注者，他们有可能因为一时冲动点了关注，随后就把品牌丢到了脑后（因为这种行为实在没有什么成本）；

1. Followers are not equal to loyal users. So a follower may just be a very ordinary one. They may follow impulsively and then forget the brand later (because this behavior costs nothing really);

2、品牌和关注者的关系不是一成不变的，粉转黑对品牌声誉的伤害有可能更大。 2. The relationship between the brand and the followers is not constant. Turning from a fan to a hater may cause greater damage to the brand's reputation.

3、低交互量的关注者不等于差评者，高交互量的关注者不等于好评者。请注意保持与粉丝之间关系的舒适感。 3. Followers with low interaction are not equal to bad reviewers, and those with high interaction are not equal to good reviewers. Please pay attention to maintaining a comfortable relationship with the fans.