1.9 KiB
1.9 KiB
title, type, tags, sources, last_updated
| title | type | tags | sources | last_updated |
|---|---|---|---|---|
| 舆情监控 | concept | 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
- Direct response: Issue an official statement addressing the concern
- Indirect narrative steering: Share related positive content to shift the narrative
- 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)