---
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)