什麼是社交媒體？

社交媒體是一種線上媒體，它加速了與傳統媒體相反的對話，它傳遞內容，但不允許讀者/觀眾/聽眾參與內容的創建或開發。

社交媒體本質上是線上媒體的一個類別，人們在網上談論、參與、分享、交友和做書簽（bookmarking）。

社交媒體種類繁多，比如YouTube和Facebook、LinkedIn、LINE、微信等社交網絡。

社交媒體已經成為人們關注的前沿，因為它很有趣。多虧了社交媒體，很容易與全世界分享你的想法、照片、視頻、喜歡和不喜歡，並找出人們對事情的看法。你可以找到朋友，生意上的聯系，成為社群的一部分，或者是一群不同的社群。社交媒體給了你電視所不能及的機會——參與和接觸他人的機會。

正因為如此，社交媒體是企業特別感興趣的。現在，各種規模的企業都在把社會化媒體行銷作為一種低成本的商業推廣形式，抓住如何進入似乎是一種特別的病毒途徑來獲取他們的資訊（以及他們的產品）的問題。

如果你經營一個小企業，如何創建一個社交媒體計畫，說明你如何選擇最好的社交媒體來促進你的業務，以及如何設計和實施一個成功的社交媒體策略。

以下，簡略介紹Facebook、LinkedIn：

Facebook

Facebook成立於2004，是最知名的社交媒體，擁有超過十億名活躍會員。

它允許用戶創建設定檔並共享狀態更新、照片、視頻和交換消息。創建一個Facebook粉絲頁面是一個流行的低成本的管道來促進您的業務，並讓您的客戶瞭解您的產品和服務。

LinkedIn

LinkedIn是商業專業人士的社交網路服務。用戶可以通過與其他用戶“連接”來創建設定檔並形成專業關係。企業可以通過發佈產品/服務聲明或其他公司新聞，使用LinkedIn作為一種低成本的行銷工具。

員工可以發佈自己的簡介和連結到企業，從而展示公司的人才與潛在客戶。

寫得清晰，比寫得簡短重要

我在之前的博客文章【寫好你的商業文件】中，提到：

儘量簡短：無論你是寫郵件或是寫100頁的方案文件，盡可能簡短而不要損失重要的內容。但是，要注意邏輯與客觀資訊/資料，不要空談概念，避免只使用空泛的形容詞。

事實上，寫得清晰，比寫得簡短重要！

我經常看到員工的報告、客戶的來信，或是在網頁上看到的網友留言，經常過於簡短到我不知其所云，要費心猜半天。

這些錯誤通常發生於：

1. 自我假設閱讀者瞭解故事背景
2. 缺少邏輯，組織不好
3. 敘述概念多於敘述事實
4. 沒有明確說出目的與需求
5.  文句不通順

商業書信固然要求簡短，但是不要因此犧牲了重要內容。

一個簡單的檢查方式，在發出信件前，自己以收信人角度再讀一次，看看自己是否看懂了。

發佈日誌，寫報告，盡可能避免像寫日記文體一般。注意斷句、段落、盡可能使用列表、加注標題。

Clear writing is more important than short writing

In my previous blog post [Write Your Business Documents], I mentioned:

Keep it as short as possible: Whether you're writing an email or a 100-page proposal, keep it as short as possible without losing important content. However, we should pay attention to logic and objective information/materials, not empty talk about concepts, and avoid using only empty adjectives.

In fact, it is more important to write clearly than to write simply.

I often see reports from employees, letters from customers, or messages from netizens I see on the web, often too short to know what they are talking about, so I have to guess for a long time.

These errors usually occur in:

1. Self-Hypothesis Readers Understand the Background of Stories
2. Lack of logic and poor organization
3. Narrative concepts are more than facts.
4. Failure to specify goals and needs
5. Incomplete sentences

Business letters require brevity, but don't sacrifice important content.

A simple way to check is to read the letter again from the recipient's point of view before sending it to see if you understand it.

Publish a journal, write a report, and try to avoid writing like a journal style. Pay attention to clauses, paragraphs, lists and headings whenever possible.

物超所值的銷售

你的產品可能不是你所在行業中最低價的產品。但不要認為這是一個問題，事實上，更高的價格實際上可以幫助你的銷售工作。畢竟，每個人都知道這樣一句話：“你得到什麼，你付出什麼。”如果你能對你的潛在客戶展示出你的產品的價值大於你所要求的價格，你就不必擔心更便宜的競爭對手。

銷售價值，而不是基於價格的銷售，也會讓你有更好的客戶，不太可能甩掉你，而出現第二個更好的交易出現。

大多數失敗的銷售都是因為潛在客戶害怕改變。任何購買都需要改變潛在客戶的生活，而變化是可怕的。變化的影響越大，它就越可怕。成本在購買變化因素中起著很大的作用。如果一個潛在客戶面臨著在一個產品上花費大量的錢，這意味著他將沒有足够的錢花在其他潜在的購買上。昂貴的購買也喚起了害怕被撕開的恐懼。如果花了太多的錢在一個值得的產品上，對他是很尷尬的，並可能導致出現重大的問題。

你可以克服這兩個障礙，害怕改變和害怕被欺騙，通過對你的潛在客戶展示你的，為什麼你的產品值得這筆花費了，以及產品將如何在他的生活中發揮的是積極的改變而不是消極的。

如果你能證明這兩點對一個潛在客戶的滿意，你不應該可以贏得客戶採購。

提供客戶證言和評論

客戶證言、客戶推薦、科學數據和產品評論都是證明你觀點的好方法。客戶證言特別有助於鋪平你的道路，因為他們講述了一個在你的客戶中受益於你的產品的人的故事。

案例研究和發表評論也有助於顯示中立者也認可你的產品價值。必要時，你可以安排一名最好是在類似的行業或生活的情况下的現在用戶，來分享他的使用經驗給一名潛在的客戶。如此，這名潛在客戶會對你的產品有好的觀感。

在購買前提供試用的機會

另一種降低你的潛在客戶的風險感知，並給出產品價值的具體證據的方法是給他一個機會在購買之前試用產品。理想情况下，你可以提供不情願的潛在客戶免費試用你的產品幾天或幾周。如果你的公司或產品的性質使得免費試用很困難，看看你能否得到一個演示模型來進行銷售約會。如果你的潛在客戶能够操作產品，簡單地使用它，看看它如何在現實生活中工作，他將更放心的購買。

提供擔保

最後，如果你能提供擔保的話，昂貴的購買就不會那麼令人擔憂了。保證和退款可以降低新客戶的風險。如果你的產品是一種可能會破碎的類型，一個便宜的甚至免費的維修計畫是另一個選擇。

你也可以一個緊張的潛在客戶，安排提供一個延遲收費的計劃。這就給了他一個機會，在他需要把錢交給你的公司之前，讓產品通過它的步伐。

展示產品對潛在客戶的價值往往足以完全消除他對價格的抗拒。然而，一個已經做了一些研究的人可能已經發現了你競爭者的價格的細節。如果你的潛在客戶提出了一個特定的競爭對手可以較低的價格提供類似的產品，那麼，你挖掘更多細節。如果所提供的價格比你的價格低得多，那麼競爭者的產品可能缺乏重要的特徵，或者隱藏的成本沒有反映在公佈的數量中。

Value-for-money sales

Your product may not be the cheapest in your industry. But don't think it's a problem. In fact, higher prices can actually help your sales work. After all, everyone knows the phrase, "What do you get, what do you give?" If you can show your potential customers that your product is worth more than the price you want, you don't have to worry about cheaper competitors.

Sales value, rather than price-based sales, will also give you better customers, and it is unlikely to dump you for a second, better deal.

Most failed sales are due to potential customers' fear of change. Any purchase needs to change the lives of potential customers, and the changes are terrible. The greater the impact of change, the more terrible it is. Cost plays an important role in the factors of purchase change. If a potential customer is faced with spending a lot of money on a product, it means that he will not have enough money to spend on other potential purchases. Expensive purchases also arouse fears of being torn apart. If you spend too much money on a worthwhile product, it will be embarrassing for him and may lead to major problems.

You can overcome these two obstacles, fear of change and fear of being deceived, show your potential customers why your product is worth the cost, and how the product will make positive changes in his life rather than negative ones.

If you can prove that these two points are satisfactory to a potential customer, you shouldn't be able to win customer purchases.

Provide customer testimony and comments

Customer testimony, customer recommendation, scientific data and product reviews are all good ways to prove your point of view. Customer testimonies are especially helpful in paving your way because they tell the story of a person who benefits from your product in your customers.

Case studies and comments can also help show that neutrals also recognize the value of your product. If necessary, you can arrange for an existing user, preferably in a similar industry or life, to share his experience with a potential customer. In this way, this potential customer will have a good view of your product.

Provide trial opportunities before purchase

Another way to reduce your potential customer's risk perception and provide specific evidence of product value is to give him an opportunity to try out the product before buying it. Ideally, you can offer unwilling potential customers a free trial of your product for a few days or weeks. If the nature of your company or product makes free trials difficult, see if you can get a demo model for sales appointments. If your potential customer can operate the product, simply use it and see how it works in real life, he will be more assured to buy it.

Provide guarantee

Finally, if you can provide guarantees, expensive purchases won't be so worrying. Guarantee and refund can reduce the risk of new customers. If your product is a potentially fragmented type, an inexpensive or even free maintenance plan is another option.

You can also arrange for a tense potential customer to provide a plan for delaying charges. This gives him an opportunity to let the product go through its pace before he needs to hand over the money to your company.

Showing the value of a product to a potential customer is often enough to completely eliminate his resistance to price. However, someone who has done some research may have found the details of your competitor's price. If your prospective customers suggest that a particular competitor can offer similar products at a lower price, then you dig for more details. If the price offered is much lower than yours, the competitor's product may lack important features or hidden costs are not reflected in the published quantity.

寫好你的商業文件

很多經理人寫出很爛的商業文件，你不要成為其中之一。

1. 讓你的方案（proposal)成為客戶的最優選擇。一個好的方案，可能會讓你贏得一個新的生意機會。全神貫注在寫好你的商業方案，讓你有最大贏得客戶專案的機會。你應該怎樣寫？
2. 從客戶的關切點來寫你的方案。客戶希望立即知道你的建議方案是什麼，他甚至希望不用讀你的文件就知道你的建議是什麼。他希望能夠立即得到解決方案，做出他的決定。他希望知道你提供的資訊、創意與建議。那麼，你該如何寫呢？
3. 在時間緊迫下寫好你的方案。即使你才華橫溢，有千百個創意，你還是會面臨極為有限的截稿時間。儘管如此，你還是要做好一份清晰而動人的簡報。
4. 寫好摘要說明（Executive Summary)。一段簡明的執行摘要，可以將你的關鍵資訊、預期結果與可能衝擊，清楚地描述完畢。
5. 即使是技術內容，也要簡明易懂。如果你的方案中無可避免的必須包含技術內容，如果不能讓客戶簡明易懂，那麼你的生意就死定了。然而，一個簡明的技術說明，可以點出關鍵要素與價值，不要輕易忽略。
6. 要適合當下的生意氛圍。生意氛圍遠比將文字寫下來還要重要。如果你寫的不搭調，不符合你的客戶的調門，你多半要吃閉門羹了。如果能夠讓客戶感受到你的方案是為他量身訂做的，將為你加分不少。
7. 儘量簡短。無論你是寫郵件或是寫100頁的方案文件，盡可能簡短而不要損失重要的內容。但是，要注意邏輯與客觀資訊/資料，不要空談概念，避免只使用空泛的形容詞。
8. 注意用詞、語彙要正確。不正確的用詞、語彙會讓你顯得不專業，甚至會讓讀者產生誤會。
9. 謹慎發送你的郵件。最後，在遞交郵件前，再仔細想一遍。什麼時機是成熟可以遞交你的方案？如何讓對方收到你的郵件後會有效回應你？你稱呼對方的敬稱合乎禮儀嗎？

Write Your Business Documents

Many managers write lousy business documents and you don't want to be one of them.

1. Let your program (proposal) has become the optimal choice for customers. A good plan may let you win a new business opportunity. Be absorbed in your business plan in writing, let you have the greatest opportunity to win customers project. What should you write?
2. From the customer's point of concern to write your plan. Customers want to know what is your proposal immediately？He even doesn't want to read your document will know what is your suggestion？He hopes to get an immediate solution, make his decision. He wants to know the information, ideas and suggestions provided by you. So, how will you write it?
3. Write your plan in the pressing time. Even if you have thousands of creative, full of wit, you will still face the extremely limited deadline. Nevertheless, you still have to make a clear and moving on.
4. Write a summary note (Executive, Summary). A brief executive summary can clearly describe your key information, expected results, and possible shocks.
5. Even the technical content, should be concise and understandable. If the inevitable must contain technical content of your project, if you can not let the customers easy to understand, then your business is dead. However, a simple technique, can point out the key factors and value, not easy to ignore.
6. To fit the current business environment. Business atmosphere is more important than the text to write down. If you write a tune not meet your customer's tone, you probably want to eat cold-shoulder treatment. If we can let the customer feel your program is tailored for him, will give you a lot of extra points.
7. As brief as possible. Whether you are writing a mail or a 100 pages proposal, as short as possible without loss of important content. However, attention should be paid to the logical and objective information / data. Don’t just talk concept, and avoid using only vague adjectives.
8. Pay attention to the proper use of words and vocabulary. Incorrect words and phrases will make you appear unprofessional and even misunderstand the reader.
9. Carefully send your email. Finally, before submitting messages, carefully think again. What time is ripe can submit your proposal? How to make your mail receivers will effectively respond to you after reading your mail? Dose the honorific appellation you call each receiver is proper or not? 

關注你的對象，做一場精彩的演說

無論你將簡報內容準備的多麼充實，或是你拜訪客戶之前已經在肚子裡打好多少腹案，當你開始演說時，不要只顧著滔滔不絕的說。

你應該將你的目光不斷的關注你的對象，抓住他的眼神或是身體語言反應，包含他丟出來的問題或是言語回應。

你如果能夠針對他的回應，適時調整你說話的內容，他會知道你抓住到了他的關注點，感覺到你在重視他。這種受到關注的感覺，經常比你要告訴他的內容，更能夠滿足他的情緒。這樣，你有很大的機會，做了一場精彩的演說。

當你面對眾人說話時，也是如此。你要將目光流過在場的每個人，至少是幾個重要的人。你可以向他點個頭，或是向他微笑一下。這會讓他受到激勵，更注意你的演說。對於坐在後排，稍有距離的對象，你可以用手勢招呼一下，引起他的注意。

即使是一對一的普通對話，你也要隨時關注對方的反應。

不顧他人反應的說話，只是在作秀，自我感覺美好，不能達成有效的溝通。當你滔滔不絕的說完，人家心裡在想的是：總算說完了，對你說的內容價值，已經不知道打折了多少。

Pay attention to your target audience and give a wonderful speech

No matter how well you prepare your presentation, or how many belly cases you've had before visiting clients, don't just keep talking when you start your speech.

You should keep your eyes on your target, catch his eyes or body language response, including the questions he throws out or the verbal response.

If you can adjust what you say in time to respond to him, he will know that you have caught his attention and feel that you are paying attention to him. This feeling of attention is often more satisfying than what you have to tell him. In this way, you have a great opportunity to make a wonderful speech.

It's the same when you talk to people. You have to look at everyone present, at least a few important people. You can nod to him or smile at him. This will motivate him to pay more attention to your speech. For the person sitting in the back row, a little distance, you can gesture to attract his attention.

Even in a one-to-one conversation, you need to keep an eye on the other person's reaction.

Speaking regardless of other people's reactions is just showing off, feeling good about oneself, and can't achieve effective communication. When you talk endlessly, people think that after all, the value of what you say has not been known how much discount.

撰寫文件，做好有力的結論

前面談過，撰寫文件，從擬定動人的標題開始。(標題，或是主題：Subject)

接下來，我先提醒大家，也要做好有力的結論（Conclusion)。

這裡經常發生的誤區，是許多人在文件結束時，要嘛就是沒有一個結尾，讓收件者必須從頭到尾再讀上幾次，去揣摩作者究竟想要收件者作甚麼，回應甚麼，這樣很容易讓收發雙方產生認知的差距；另外一種情況，就是作者來個總結（Summary),將前面寫的長篇大論，再摘要重複一次，這也經常會讓收件者感到疲累，還是抓不到作者究竟要我做什麼。

因此，文章結論，哪怕只是摘要，最好不要再重複本文內容，再重申你的論點。比較好的文章結論方式，是能夠起讓收件者去思考，或是去採取行動，或是直接提出要求給予回應，例如要求得到批准，或是得到支持。

要知道，一般人閱讀，通常就只對文章開頭有興趣，或是只記得文章的最後一段或是最後一句話。所以，不要再重複你的論點，在結尾直接告訴他你要他想什麼，或是要他做什麼。

Write documents and make strong conclusions

As mentioned earlier, writing a document begins with a moving title. (Title, or theme: Subject)

Next, I would like to remind you that strong conclusions should also be made.

The misunderstanding that often occurs here is that at the end of a document, many people have to read it several times from beginning to end to figure out what the author wants the recipient to do and what the response is, so that it is easy to create a cognitive gap between the sender and the sender. Another situation is the author's summary, which summarizes the previous long article. Again, it often makes the recipient tired, or fails to grasp what the author wants me to do.

Therefore, the article concludes that, even if it is only a summary, it is better not to repeat the content of this article and reiterate your argument. A better way to conclude an article is to get the recipient to think, act or respond directly to a request, such as approval or support.

You know, when people read, they are usually only interested in the beginning of the article, or they only remember the last paragraph or the last sentence of the article. So don't repeat your argument. Tell him directly at the end what you want him to think or what he wants him to do.

撰寫文件，從擬定動人的標題開始

無論是企業內部報告、發信給客戶、或是在博客上發日誌，擬定一個動人的標題，是寫作任何文件的第一步。以下是幾點應該注意的事項：

1. 以收件閱讀者的角度撰寫文件，而不是從作者的角度來寫作。
2. 考慮你要發給誰看，他是否對你的主題有相關興趣或是具有充分的背景瞭解。
3. 具體表達你要訴求的重點，希望收件者獲得什麼關鍵資訊，或是希望他採取什麼行動。
4. 重視你文件的標題，讓收件者能夠從一句話就抓住你要表達的要義。
5. 一份文件內容，只闡述圍繞主題的展開說明；一份文件，只發展一個主題，不要牽扯其他主題，若有其他主題需要表達，另外建立一份文件。

Write a document, starting with a moving title

Whether it's internal reports, letters to customers, or blogs, writing a moving title is the first step in writing any document. The following points should be noted:

1. Write documents from the recipient's point of view, not from the author's point of view.
2. Consider who you want to send it to, whether he is interested in your topic or has a good background.
3. Express the focus of your request, what key information you want the recipient to get, or what actions he wants to take.
4. Pay attention to the title of your document, so that the recipient can grasp the meaning you want to express from a sentence.
5. The content of a document only elaborates the explanations around the theme; a document only develops one theme, not involving other themes, and if there are other themes to express, another document should be established.