E-Ladies: Navigating the Wired World
Chapter 203: Episode 203: One-on-One Teaching with Hands-On Guidance on Microblogging

Chapter 203: Episode 203: One-on-One Teaching with Hands-On Guidance on Microblogging

Zhou Xueyin felt there was something off when she received the content Liu He had submitted; there was an inexplicable dissonance, an odd sensation of not fitting into the world of Weibo.

"Xiaotian, are you there? I think it’s necessary to ask your company’s Weibo editor-in-chief to train our editors," Zhou Xueyin left a message for Chen Yitian.

"Huh? Sister Zhou? What happened?" Chen Yitian was at a loss.

"Take a look at the Weibo posts our editors made..." Zhou Xueyin sent over the Weibo posts Liu He had put together. They appeared to be the cream of the crop with the highest number of shares.

"Hmm... It’s a bit subtle haha, it feels like they are still using the way of managing forum socials, on Weibo. Actually, there’s no need to fill up all 140 characters. Weibo is just about simply sharing thoughts through pictures," Chen Yitian explained to Zhou Xueyin succinctly.

"Could you speak with Sister Bai, and send someone to my company for training tomorrow... It’s not just for one account; we all need it," Zhou Xueyin added with a crying face emoji.

"No problem, Luoluo also mentioned indeed you guys need some training!" Chen Yitian affectionately mentioned Bai Luoran.

The next day, Chen Yitian brought the editor-in-chief, Zheng Huding, to Zhou Xueyin’s company to conduct a specialized training session for the editors on how to create a qualified Weibo post.

The training was actually quite effective. Through practical application, the previously verbose and complicated copy became simple, clear, and succinct, with just one sentence being enough to get the point across.

Bai Luoran specially approved that the day’s training content could be used as a test case and could be reposted for free. It was also a good chance to see which types of content Weibo users preferred.

For fashion and styling, as long as the model looked good, the sharing rate was high—after all, everyone loves beautiful things.

For beauty products, the tutorials had a no-brainer higher sharing rate compared to single product introductions.

For style-related content, invariably, multiple images got more shares than single images.

After this training, everyone knew what kind of content they should create.

"However, to avoid too much homogeneity in the content, it’s still better to mix it up to prevent users from getting aesthetic fatigue and ending up not sharing anything!" Zheng Huding concluded, "Alright, I’ve passed on the secrets to you. It’s up to you to research from here on out!"

"Let me see your account..."

"Let me take a look at this post..."

"Help me check if this one is okay?"

Everyone looked at each other’s content and sought for surprises, while also considering if there were other captivating approaches.

Zhou Xueyin, pulling Zheng Huding aside, was also discussing, "According to my observations, users have a very simple pattern: share, comment, follow. They can only do one... If it’s not reflected in the text, they won’t even consider sharing..."

"You’re absolutely right. I’ve experimented before myself. I posted content that was meant for discussion, but I explicitly stated in the post, ’Please share your opinions.’ Guess how many shares it got in one night?" Zheng Huding said secretly.

"How many? 500?" Zhou Xueyin conservatively estimated.

"Guess again..." Zheng Huding chuckled, shaking his head.

"800?" Zhou Xueyin guessed again.

"More than 1500 shares!" Zheng Huding exaggeratedly said.

"What? 1500 shares? On those big accounts, the highest I’ve seen is just around 800 shares at most. What did you post to get 1500 shares?" Zhou Xueyin looked at him in disbelief.

"Just a discussion about operating systems..." Zheng Huding shrugged it off lightly.

"Then the number of fans must have increased a lot that day, right?" Zhou Xueyin thought logically.

"No, no, no, the number of fans actually grew the least on that day..." Zheng Huding once again shattered Zhou Xueyin’s assumptions.

"Really? 1,500 shares, meaning almost every netizen saw the topic, yet there was no increase in followers? Why?" Zhou Xueyin was utterly puzzled.

"The reason for this mainly boils down to two points. First, because everyone’s actions were taken up by sharing, there were very few who followed! And more importantly, the content didn’t match the account’s persona, which is why the increase in followers wasn’t as high as expected," Zheng Huding said with a resigned smile.

"That makes sense. You treat the netizens as fools, but they really aren’t that foolish; yet to say they’re smart? They’re not as smart as one might think... It’s just that most people have given up on thinking and simply act according to the guidance in the copy!" Zhou Xueyin thought to herself, piecing it all together.

"Yes! Exactly! So you should be pretty clear on what you need to do now!" Zheng Huding said with a meaningful smile, "Alright, I need to get going. Let’s stay in touch, and if there’s anything you don’t understand, feel free to bother me!"

"Thanks so much, Brother Hu, for your tremendous help! I’ll talk to Sister Bai about giving you a bonus!" Zhou Xueyin joked.

After seeing Zheng Huding off, everyone started preparing the content for the next day.

"Hehe, before you post Xiaotian’s content tomorrow, send it to me first. After both of us have reviewed and approved it, then post it on Weibo, to prevent any typos or issues with the wording that can’t be edited later," Zhou Xueyin instructed Liu He.

"No problem!" Liu He made an OK gesture.

"Yinyin, are we taking on Weibo account management business now?" Li Jiniang asked, hand over the phone receiver.

"Who is it?"

"Niu Chongtian..."

"How much are they offering?" After all, he was considered a returning client, and if the price was right, they should be able to take it on.

"I’ll ask..." Li Jiniang then ducked her head back down to continue the phone call.

Never mind Li Jiniang; even Barbour wanted to test the waters with some cash after knowing that they had moved on to the Weibo platform.

It’s just that his own account hadn’t taken off yet, and trying to manage other companies’ accounts was worrisome; he was afraid of biting off more than he could chew and choking on it.

So Zhou Xueyin decided to wait and see the results of the next day’s sharing before making any plans, regardless of the budget.

"Yinyin, I’ve sent the content to your email. Check it and if there are no issues, post it!" Liu He looked up and called out to Zhou Xueyin.

Zhou Xueyin opened the email and checked it, finding the format was fine, easy to understand, simple, and clear. No typos, hmm! None, and there were not two typos; any editor making such errors couldn’t be kept.

She double-checked the account in question to confirm that the content indeed matched the account’s persona.

"OK, everything’s fine. Oh, add a sentence at the end, ’To learn more, please follow...’" Zhou Xueyin added, "We need to maximize the use of the resources given to us by the client!"

"You got it! No problem!" Liu He made another OK gesture.

"Yinyin, General Manager Niu said money is not an issue. As long as we manage their operations, we can name our price..." Li Jiniang relayed the other party’s requirements with an awkward expression.

"Well, talk about money being no object. How much do they trust us... Besides, aren’t they in the automotive industry? We don’t have anyone who understands that..." Zhou Xueyin fretted a bit.

"Yinyin, if you don’t mind, may I help you? I’m not that into cars, but I have friends who are!" Guo Yu offered to resolve Zhou Xueyin’s biggest concern just in time.

"Great! Bring them in for an interview tomorrow. If they qualify, they’ll be in charge of General Manager Niu’s Weibo account right away!"

If this Weibo account could take off, it would be a successful case, and they would legitimately be able to take on Weibo account management business.