After the release of Xiaomi cars, the phenomenon of traffic bullying?
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Preface. After the Xiaomi mobile phone was launched, a strange phenomenon appeared:"Traffic disturbs people"Is it in full swing?
In fact, the main argument is that traditional crisis PR tactics are no longer effective, as the strategic battlefield of PR campaigns has shifted from the early days to a broader social one, especially in the comments section of short-form sharing platforms such as Douyin and Kuaishou. Here, netizens are more receptive to genuine comments from other user groups.
This is not unfounded. Since the Xiaomi car press conference was held on December 28 last year, a large number of comments about Xiaomi cars have been broken out on short** platforms such as Nervous Sound and Kuaishou, whether it is praise or criticism, it is a normal thing. However, what is worrying is that many netizens have begun to break the news"Inside information"。
Road harassment"Is it getting worse?
Since the release of the Xiaomi Su7 in December last year, some negative reviews about Xiaomi cars have flooded the web.
Despite the sincere apology of the parties and the statements made by the intermediary, everything was in vain. In this case, many people complain:'In today's society, is there still anyone who pursues the truth?
Since the official launch of the Xiaomi Auto, reviews about the Xiaomi Su7 have appeared on major social platforms. But unfortunately, a large number of reviews did not discuss the performance, characteristics and even future development direction of this car product head-on, but broke out in the comment section with a large number of them"Bad news"。
with"A wave of whipping"、"The second wave of attacks"、"The final blow"and a series of actions, Milley drove step by step towards the abyss. So, what's lurking in this?"Fierce material"This?
In the comment section, some people expressed their dissatisfaction with the excellent engine system used in Xiaomi cars. About"Jiangsu Inovance Automobile"There are a lot of comments, mainly focused on:"The engine was not developed by Xiaomi itself"with"Jiangsu Inovance Automobile launched the corresponding model two years ago"。The main comments relate to:"The engine was not developed by Xiaomi itself"、"Jiangsu Inovance Automobile launched the corresponding model two years ago"Wait.
Secondly, some people pay attention to the 9100t die-casting mold used by Xiaomi cars, and some people say"This is the Haitian 8800T series products, the new 300T independently developed by Xiaomi"；There are also those who question:"Why do Haitian products claim to be developed by Xiaomi? "
In addition, many people have set their sights on Xiaomi's car ** chain, and netizens have given it"Xiaomi does not have a core technology"of"Full datasheet"。
Their purpose is very clear, ie"Mijo technique, I borrow from others"。
In this case, Xiaomi had to act like one"Accelerators"In the same way, doing their best to clarify their mistakes, several key figures of the company also had to make statements against Xiaomi.
It's easy to be deceived.
Not so long ago, Xiaomi released its brand of smart electric vehicles for the first time"Xiaomi car su7"。Not so long ago, Xiaomi released its brand of smart electric vehicles for the first time"Xiaomi car su7"。Worryingly, there is no shortage of fake news and malicious slander in these negative comments.
These waves"Sex News", from form to content, it is dazzling, and it has also pushed Xiaomi cars to the forefront of the world.
Obviously, all this fake news is planned and premeditated.
The first wave of fake news was mainly about Xiaomi's EV technology;
The second round focused on rumors about the forging technique;
The third wave pointed the finger directly at Xiaomi cars, citing its lack of basic technology. This gradual, systematic dissemination of negative information is undoubtedly the following"Traffic harassment"a performance.
When Xiaomi gave a positive response, the account that spread the rumors silently deleted the relevant content and disappeared from people's sight. Even if evidence is found, the damage caused is difficult to recover, which is a blow"Traffic harassment"Brought great difficulties.
The fundamental reason is that the entry threshold of the short ** platform is relatively low, and the cost of dissemination is almost zero, so the cost of creating works is negligible. All it takes is a blurry screenshot or a short ** to unleash the energy of the entire network.
At the same time, the majority of netizens have unequal access to information and are vulnerable"Rhythm"and become followers.
Whose cake did Xiaomi move?
Crucially, this slander and deliberate incitement seems to have become more subtle and sophisticated than in the past. They no longer publish short ** or articles directly one-sidedly, but to:"Ordinary netizens"、"Eat melons for the masses"The identity is mixed in the various comment areas of the network.
It was circulated on the forum"Xiaomi cars use Inovance's super engines, Haitian Machinery's die-casting machines, and CATL's batteries"and other comments.
While Xiaomi has made several statements, companies such as Inovance have also claimed that their V6 and V6S motors were developed in collaboration with Xiaomi, while the V8S series motors were developed in-house.
However, many netizens have lost their rational judgment in blind communication and rely too much on the fragmented information of the Internet.
Although Xiaomi officially released the details"Xiaomi Auto 100 asked", answered all the questions and misunderstandings about Xiaomi products, but did not achieve the desired effect, because rumors on the forums have begun to spread.
For example, some time ago a well-known professor posted a misinformation about the Xiaomi car, claiming that it was developed by himself, only to realize his mistake later and apologize to the public.
But now they are setting their sights on the comment area, using the traffic manipulation in the comment area**, this behavior is very blatant: first create**, then through an anonymous account**, and then delete the original comments, which makes it difficult for Xiaomi's legal department to find the source of these rumors, and there is no way to take effective legal means to delete these rumors.
Xiaomi PR can't"Send a lawyer's letter"Resolve issues quickly.
Some of the colorful descriptions attracted a large number of netizens, and even some well-known bloggers (KOLs) joined the discussion, making the topic increasingly popular.
However, this is just a craze, and then the issue of die-casting machines, titanium metal and other issues has attracted everyone's attention, and everyone's discussion is pointed at Xiaomi.
Faced with so many complicated comments, Xiaomi had to respond to clarify the rumors. The well-known enterprise Inovance Technology also clarified:"The Xiaomi Super Game Console V8S is independently developed by Xiaomi and has no cooperation with Inovance.
In addition, Xiaomi's official ** also specially released a special release entitled"Xiaomi Auto 100 asked"The Q&A column has answered many netizens' questions about Xiaomi cars.
Regrettably, however, many citizens seem to have only noticed the sensationalist remarks in the comment section and ignored the official statements to refute them. As a result, online rumors continue to proliferate with greater impact, and this trend of spreading is indeed worrying.
What's even more infuriating is that with more and more online rumors, these"Leakers of the insider"Comments can be easily deleted, and the vast online world is flooded"Second-hand"、"Second-hand"、"Three hands"、"Multi-handed"Rumors, making it difficult for Xiaomi's legal department to find the source of the rumors. Second-hand"、"Second-hand"、"Three hands"、"Multi-handed"Rumors are flying all over the sky, making it difficult for Xiaomi's legal department to find the source of the rumors.
At the same time, these social network accounts that spread rumors often have the following distinguishing characteristics: avatars as avatars, commonly used nicknames, account privacy settings, and no real names.
Due to the confidentiality of personal information, it is difficult for Xiaomi's PR department to combat these rumors quickly and effectively.
Conclusion. We can't help but ask, why did these mercenaries choose the forum as their main battlefield? The reason is simple. Nowadays, most people are suspicious and distrustful"Bloggers"and move on to a more reliable comment section. How to tell if they are"Mercenaries"This?
First of all, all the accounts that spread malicious rumors in the comment area have the following notable characteristics: they use online nicknames, and most of their avatars are online**, and they hardly publish any substantive content; At the same time, their fan data is hidden.
These trolls have taken advantage of the public's mentality. They induced the water army to frantically swipe comments in the comment area, which made many netizens infected when browsing"Trolls"Believe it. After all, few people would have thought that there would be a troll army in the comment section.
Therefore, the majority of netizens are requested to be vigilant when obtaining information in the future and distinguish between authenticity and falsehood. Nowadays, the activities of the trolls are becoming more and more frequent, and if you are not careful, you will be deceived.