Social Media Perspective:Research On Public Relations Of Knowledge-based Enterprises

In the era of mobile Internet,the prevalence and widespread use of social media has led to the integration of education,content publishing,and media.With the help of mobile Internet technologies and social media platforms,this new species of “ paid knowledge products ” has emerged.As a result,a knowledge-based company that provides "content business" has emerged,among which are the Himalayas,Luo Jiji,Zhihu,and points.In 2016,platforms such as Get,Himalayan,Appointments,and Zhiyi explored paid audio and video,paid consulting,paid quiz,and paid column subscriptions.They started a paid sharing economy model using “knowledge” as a product and service.In the industry,a variety of knowledge-based companies,mainly individuals or teams,have emerged.Through knowledge services and the economic realisation of the community,the use of the Internet as a means of communication and payment has led to transactions,which has triggered a boom in the knowledge economy.With the advent of the age of knowledge,information,globalization,and intelligence,knowledge-based companies will not only be more and more,but will also contribute to the development of society.However,knowledge-based companies relying on social media platforms Development is still at an exploratory stage,and knowledge-based companies' products and services often encounter various problems.Based on this,it is the responsibility of public relations to strengthen the research and guidance of knowledge-based companies.In the highly popularized mobile Internet and smart mobile terminals,social media has brought the relationship between human relations,organizations,and the public into a new era of time and space.The human-based relationship network based on social media construction has become more common.In the context of information explosion and over-information,the public has,due to the increasing choice ofinformation,will,to some extent,lead to the dissemination or even neglect of the public relations of social organizations.In this case,Difficult to do public relations,brand promotion effect is difficult to do well,and naturally become a hot topic in public relations theory circles often talk about.Therefore,based on the analysis of the value of the development of knowledge-based companies and the hot topics of public relations in the context of social media,the study adopts the perspective of social media and draws on existing public relations and social media related theories and research methods,and adopts literature.Laws,case studies,qualitative research methods,interviews,and other research methods are based on the case of "Luo Ji Si Wei",a representative of a knowledge-based enterprise under social media,to analyze the public relations strategies and issues in the development process.It is from the "Luo Ji Si Wei" to use social media to strengthen the uniqueness of public relations,strategies and issues of crisis public relations management,and the enlightenment to the management of knowledge-based enterprises' public relations,and predict the future of knowledge-based enterprises along with the future development trend of social media.In order to bring some inspirations to the management of public relations of knowledge-based companies in the context of social media,we explored the direction of relationship management innovation.According to the logical relationship,this paper is divided into the following seven chapters:The first chapter is the question.This chapter mainly focuses on the background of mobile Internet and China's "Internet +" policy proposed.It analyzes the impact of social media on the organization of public relations in the context of mobile Internet.Knowledge-based enterprises use social media to shape the organization's image worthy of exploration and other issues,to illustrate this research issue.Present reasons and realistic basis.The second chapter is literature review and research design.The review mainly focuses on domestic and foreign scholars' research on the public relations of social media perspectives and the research of Luo Ji's thinking.It also combines academic research in the field of public relations and social media,and defines the relevant concepts of this research.The theoretical significance and practical significance.In addition,according to the needs of the research,design the research plan of this article,including the research object,purpose,and main research methods.The third chapter analyzes the uniqueness of "Luo Ji Si Wei" using social media to strengthen public relations.This chapter focuses on the social organization,public communication and communication of the three elements of public relations,and combines the characteristics of the social media.It explores brand building,internal and external public relations management,and communication and communication management as an organization's "Luo Ji Si Wei".The Innovation and Uniqueness of Public Relations Management in "Luo Ji Si Wei".The fourth chapter analyzes the strategies and problems of crisis public relations management of "Luo Ji Si Wei".From the perspective of crisis public relations,this chapter combines the characteristics of the times of social media and the 5s principles of crisis public relations processing.It analyzes the specific crisis public relations cases of "Luo Ji Si Wei" and draws some of them from the perspective of social media to deal with public relations crisis.Experience and lessons learned.The fifth chapter is the other enlightenment of "Luo Ji Si Wei" on the management of public relations of knowledge-based enterprises.This chapter mainly focuses on the "Luo Ji Si Wei" in the social media development and the prevailing context,from its development of the whole process of summing up and refining the knowledge-based business public relations inspiration.The sixth chapter explores the management innovation of public relations in the future.This chapter is mainly based on the irresistible progress of science and technology in the future.The prominent feature of social media is the changing trend of continuous integration with the development of technology.It explores the future direction of public relations management of knowledge-based companies represented by "Luo Ji Si Wei".The seventh chapter is the conclusion and deficiency of this study.Mainly summarizes and summarizes the overall content of the article,and explains and analyzes the deficiencies of the study.This study finds that "Luo Ji Si Wei" uses social media thinking and tools to have strong uniqueness and innovation in its brand building,internal and external public relations management,public relations communication and communication;and its crisis public relations management,there is no lack of Excellent crisis public relations processing experience,but also there are some lessons worthy of knowledge-based companies to learn;In general,the inspiration of knowledge-based companies in publicrelations management should closely follow the development of the times,with social media thinking,close contact with the internal and external public,efficient Use public media in the context of social media to conduct innovative public relations activities.Finally,according to the characteristics of social media and the future development trend of social media,three key directions for future public relations innovation of knowledge-based companies are proposed.They are: focusing on "efficiency" and"immersing" as means,and Based on "identifying" ".The significance of this study is to systematically explore the value,characteristics,methods,strategies and future development of the public relations of knowledge-based enterprises in social media era,and analyze the importance and necessity of the development of public relations in knowledge-based enterprises.At the same time,"Luo Ji Si Wei" is a very typical knowledge-based enterprise in this era.The public relationship construction and management of "Luo Ji Si Wei" has universal value.The public relations characteristics of "Luo Ji Si Wei",which is dissected by this research,have the reference value and guiding significance for similar knowledge enterprises.