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