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The job of public relations firms is to control the news cycle. PR professionals are supposed to be able to get news out to people via media outlets when and how their clients want. But in this relationship, the media largely holds the upper hand — we ultimately decide when and how we report news fed to us by PR reps. Good reporters can usually cut through the spin and take control of the story away from the PR people. But over the last few years, blogs and social media utilities have allowed companies to get into the conversation and circumvent the media and the PR firms completely.
公关公司的工作是控制新闻周期。 公关专业人员应该能够在何时何地以及如何通过客户通过媒体将新闻发布给人们。 但是在这种关系中，媒体在很大程度上占据了上风–我们最终决定何时以及如何报告由公关代表提供给我们的新闻。 优秀的记者通常可以避免公关人员对故事的控制。 但是在过去的几年中，博客和社交媒体实用程序使公司可以参与讨论并完全规避媒体和公关公司。
To see evidence of this in the technology sector, one needs only look at tech news aggregator Techmeme. According to CrunchBase’s BloggerBoard, two of the top 35 sources on the site over the past two years are press release wires — Business Wire at #22, and PR Newswire at #33 — and official corporate blogs from Microsoft and Google are almost among the top 100 sources, as well. When a news story breaks in the tech blogosphere, it is not uncommon for the company’s official blog post or press release to be a top source for the news.
要查看技术领域的证据，只需查看技术新闻聚合商Techmeme即可 。 根据CrunchBase的BloggerBoard的数据 ，在过去两年中，网站上排名前35位的来源中有两个是新闻稿，第22位是美国商业新闻，第33位是PR Newswire，微软和Google的官方公司博客几乎都位居前列以及100个来源。 当科技博客圈中的新闻报道破裂时，该公司的官方博客文章或新闻稿成为该新闻的主要新闻来源并不少见。
What does that mean? It means that companies are increasingly able to control the news cycle themselves by initiating and taking part in the conversation around their products and news. Here are four tips for how to bypass the press and speak directly to your customers.
那是什么意思？ 这意味着公司通过发起并参与有关其产品和新闻的对话，越来越能够自己控制新闻周期。 这是有关如何绕过媒体直接与客户交流的四个技巧。
Setting up a blog is easy, figuring out what to blog about is much harder. Unless you’re a big company with rabid fans like Google, Facebook, or Apple, no one is going to want to subscribe to a blog that reads like a list of press releases. So take a cue from 37signals, who write the wildly popular Signal vs. Noise blog, and don’t just write about your company or your products.
建立博客很容易，弄清楚要写博客的内容要困难得多。 除非您是一家拥有像Google，Facebook或Apple这样狂热的粉丝的大公司，否则没有人会愿意订阅一个读着新闻稿清单的博客。 因此，请从37signals那里获取线索，他们撰写了广受欢迎的Signal vs.Noise博客，而不仅仅是撰写关于您的公司或产品的文章。
Instead, offer insight into your industry, your methods, and your thoughts. Signal vs. Noise is successful because the employees at 37signals, who all contribute to the blog, don’t just write about the company’s products, but rather writer about design and development practices in general. They give business advice, links to things they enjoy, tips on how to manage time, and insight into their personal and professional lives. By doing so, 37signals has been able to foster a connection with their community and turn customers into die-hard fans who evangelize their products for them.
相反，提供对您的行业，您的方法和想法的见解。 Signal vs. Noise之所以成功，是因为37signals的员工都在博客上做贡献，他们不仅撰写公司产品，而且还撰写有关设计和开发实践的文章。 他们提供业务建议，与他们喜欢的事物的链接，有关如何管理时间的提示以及对个人和职业生活的见识。 这样一来，37signals便能够与社区建立联系，并将客户转变为顽固的粉丝，为他们宣传产品。
They also control the news cycle. Any time they want to announce something, they can speak directly to their most passionate user base and communicate the story on their terms.
他们还控制新闻周期。 每当他们想要宣布某件事时，他们都可以直接与最热情的用户群对话，并以自己的方式传达故事。
The Apple Students page on Facebook has almost 450,000 members. The Microsoft page has over 25,000. Social networks offer a huge number of potential customers who can be turned into potential fans. Utilizing social networking services to form or enhance a dialog with your customers is a smart move.
Facebook上的Apple Students页面有将近450,000个成员。 Microsoft页面有超过25,000。 社交网络提供了大量潜在客户，这些潜在客户可以变成潜在粉丝。 利用社交网络服务形成或增强与客户的对话是明智之举。
Apple and Microsoft have been able to build large communities on Facebook that the companies use to sell products, recruit, and generally build their brand image. By engaging their communities with exclusive news, information, promotions, and media, and by participating in the conversation surrounding those elements, both companies have built goodwill among their most die-hard fans and spread their brand message.
苹果和微软已经能够在Facebook上建立大型社区，这些公司用来销售产品，招募和建立品牌形象。 通过与社区交流独家新闻，信息，促销和媒体，并通过围绕这些要素的对话，两家公司在最顽固的粉丝之间建立了良好的信誉，并传播了品牌信息。
Adobe, on the other hand, is missing out. Their Photoshop page has 30,000 fans — people who could potentially be turned into vehicles for viral marketing. But it appears that Adobe isn’t in control of their own fan page, or if they are, they’re doing a lousy job engaging their community.
另一方面，Adobe缺少了。 他们在Photoshop的页面上有30,000个粉丝-可能会变成病毒营销工具的人。 但是，看来Adobe无法控制自己的粉丝专页，或者如果他们能够控制，则他们在与社区互动方面做得很糟糕。
There is a conversation going on about your products or services whether you like it or not. People talk, and they don’t always say things you probably want said. The trick is to keep tabs on what is being said and then jump into the conversation. Respond to both the positive and the negative. Engage the people talking about you, but try to avoid arguing with them (if someone has made up their mind to really dislike your product or service, it is better to let them then to draw attention to their negativity by getting sucked into a shouting match).
无论您是否喜欢，都会有关于您的产品或服务的对话。 人们在说话，他们并不总是说出您可能想说的话。 诀窍是密切关注正在说的内容，然后跳入对话。 响应积极和消极两种 。 让参与讨论的人参与进来，但要避免与他们争论(如果某人已下定决心真正不喜欢您的产品或服务，最好是让他们被吸引到一场喧闹的比赛中来吸引他们的消极情绪)。
Some things you should monitor:
您应该监视一些事情：
Twitter – Use Summize to monitor Twitter. You can set up a search for your company or product name, and then put an RSS feed of the search results into your feed reader.
Twitter –使用Summize监视Twitter。 您可以为公司或产品名称设置搜索，然后将搜索结果的RSS feed放入feed阅读器中。
Blogs – Daily searches on Technorati and Google Blog Search will keep you in the loop. If something big happens, hop over to Techmeme to watch the discussion unfold.
博客 –在Technorati和Google博客搜索上进行的每日搜索将使您始终处于循环状态。 如果发生什么大事，请跳到Techmeme观看讨论。
Comments – Once blogs are talking, keep track of the comments people leave on posts using a service like Co.mments. You can then jump in and respond to thoughts coming directly from users.
评论 –博客开始交谈后，请使用Co.mments之类的服务来跟踪人们对帖子发表的评论。 然后，您可以进入并响应直接来自用户的想法。
Forums – BoardTracker can keep tabs on over 37,000 forums and give you a holler when someone posts something about your company or product.
论坛 – BoardTracker可以跟踪 37,000多个论坛，并在有人发布有关您公司或产品的信息时为您提供警报 。
Wikipedia – It’s a good idea to occasionally check in on your Wikipedia page (if you’ve got one) and see if anyone has edited in something objectionable that you need to fix, clean up, or respond to.
Wikipedia –一个好主意是，偶尔在Wikipedia页面上签入(如果有的话)，看看是否有人编辑了您需要修复，清理或响应的令人反感的内容。
News – Google Alerts can watch mainstream news sources, blogs, videos, and news groups for you.
新闻 – Google快讯可以为您观看主流新闻来源，博客，视频和新闻组。
You can also consider a prepackaged solution like Andy Beal’s Trackur, which will track most of these things for you and alert you when something happens.
您还可以考虑使用预先打包的解决方案，例如Andy Beal的Trackur ，它将为您跟踪其中的大多数情况，并在发生情况时提醒您。
And while you’re keeping tabs on the conversation taking place about your company or service out on the web, there is one type of thread in that conversation that you should respond to as quickly as possible — customer complaints. Happy customers are the ones that go from being users to being fans to becoming fan boys.
而且，当您不停地在网上就有关公司或服务的对话进行记录时，对话中有一种线程应尽快响应，即客户投诉。 快乐的客户是从成为用户到成为粉丝再到成为粉丝男孩的客户。
One place you should definitely have a presence, is Get Satisfaction, which is quickly becoming the go to source of crowd sourced customer service for web 2.0 apps. Should Do This is another site to keep an eye on, where customers can give you ideas for how to improve your product or service. In fact, you may consider encouraging your customers to use sites like Get Satisfaction and Should Do This. Showing users that you’re listening will have a huge positive effect.
获得满意度绝对是您应该存在的一个地方，它很快就成为Web 2.0应用程序众包客户服务的来源。 应该这样做这是另一个值得关注的站点，客户可以在该站点上向您提供有关如何改善产品或服务的想法。 实际上，您可以考虑鼓励客户使用“获得满意”和“应该这样做”之类的网站。 向用户显示您正在收听将产生巨大的积极影响。
By utilizing sites like these, you may be able to nip any negative press that’s headed your way in the bud by dealing with problems directly at the source before they become major issues.
通过利用此类站点，您可以在问题成为主要问题之前直接从源头处解决问题，从而消除任何即将出现的负面新闻。
翻译自: https://www.sitepoint.com/how-to-speak-directly-to-your-customers/
mina客户端与客户端交流
