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wiki/concepts/舆情监控.md

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+---
+title: "舆情监控"
+type: concept
+tags: []
+sources: []
+last_updated: 2026-04-26
+---
+
+## Overview
+
+舆情监控 (Sentiment Monitoring & Crisis Management) is the systematic practice of tracking, analyzing, and responding to public sentiment on social media platforms — with a focus on early warning, rapid response, and brand reputation protection.
+
+## Core Framework
+
+### Sentiment Early Warning System
+
+- **Real-time monitoring**: Brand keywords, competitor keywords, industry-sensitive terms
+- **Four-tier alert system** (蓝/黄/橙/红):
+
+| Level | Criteria | Response Time | Response Team |
+|-------|----------|---------------|---------------|
+| 蓝 (Blue) | Negative mentions < 100 | Within 4 hours | Operations team |
+| 黄 (Yellow) | Negative mentions 100-500 | Within 2 hours | Operations + PR |
+| 橙 (Orange) | Negative mentions > 500 or KOL involvement | Within 1 hour | Management + PR |
+| 红 (Red) | Hit trending list or mainstream media coverage | Within 30 minutes | CEO + Legal + PR |
+
+### Golden 4-Hour Response Rule
+
+**Detect → Assess → Respond → Track**
+
+The response must be: **fast + sincere** — "perfect + slow" loses in crisis situations.
+
+### Response Strategy Selection
+
+1. **Direct response**: Issue an official statement addressing the concern
+2. **Indirect narrative steering**: Share related positive content to shift the narrative
+3. **Strategic silence**: Monitor without immediate response (for low-severity issues)
+
+## Key Concepts
+
+- **Comment section management**: Pin key replies, identify and handle astroturfing, guide fan response
+- **Brand reputation moat**: Stockpile positive content proactively
+- **Opinion leader cultivation**: Build relationships so supportive voices are ready when needed
+- **Post-incident review**: Event timeline, spread pathway analysis, response effectiveness assessment
+
+## Sources
+
+- [[marketing-weibo-strategist]]
+- [[Baidu-SEO]] (for brand keyword monitoring)