High attention to financial services information The frequency of information release in strategic emerging industries is low

On April 18, Nandu evaluated the new media information release of 29 state-owned enterprises in Shenzhen and released the "Shenzhen State-owned Enterprise New Media Information Release Observation List" in the first quarter of 2022, which attracted attention from all parties. In addition to focusing on the release of information on state-owned enterprises in the category of people's livelihood services that are strongly related to epidemic prevention and control, Nandu also sorted out and studied the release of new media information of three types of State-owned enterprises in Shenzhen, namely, infrastructure construction, finance, and strategic emerging industries.

State-owned enterprises in infrastructure construction

Find a balance between corporate culture and people's livelihood services

Infrastructure utilities are the main body of state-owned enterprises in Shenzhen, and in this evaluation, two state-owned enterprises ranked in the top ten with comprehensive scores, namely Shenzhen Industry Group and Shenzhen Talent Settlement Group.

During the epidemic prevention and control period, more than 6,000 property personnel of Shenzhen Industry Group were active in the frontline of the fight against the epidemic. The "Shenzhen Industry Group" public account pushed a number of anti-epidemic deeds of enterprise employees. Some grounded topics are loved and forwarded by fans, such as "Holidays, this winter vacation homework your "god beast" must like", "Where to play after the Spring Festival?" Civic Center Cornfield! etc., the number of reads is 2000+.

The public account of Shenzhen Talent Settlement Group is updated once every two days on average, keeping up with the pace of epidemic prevention and control, focusing on the frontline of anti-epidemic and the resumption of work and production.

Tefa Group, Tianjian Group and Shenzhen Special Economic Zone Construction Engineering ranked 13th, 18th and 19th respectively. The official account of Tefa Group is rich in content, involving the company's business dynamics, cultural concepts, development history, advanced figures and other information.

The tweets released by the public account of Tianjian Group have a sense of planning, such as "Hall of Honor", "Media Focus", "Fresh Look", "First Line of The Project", and the anti-epidemic theme "Frontline of Anti-epidemic". Good at using the short video of the enterprise video number, into the media promotion video.

The video number of Shenzhen Special Economic Zone Construction Engineering is the highlight, and the use of short videos to increase readability has launched 6 video content in the first quarter.

The public account of Shenzhen International Holdings Co., Ltd. "Shenzhen International", the public account of Shenzhen Urban Public Safety Technology Research Institute, and the special economic zone C&D Group ranked low, 21, 24 and 25 respectively. The total amount of information on the official accounts of these three state-owned enterprises is not high, and few tweets that are in line with social hotspots are released, resulting in low number of tweet views. The public account of Shenzhen Urban Public Safety Technology Research Institute is highly professional and insufficient. The public account of the C&D Group of the Special Economic Zone rarely involves the content of people's livelihood, and it is suggested that these three state-owned enterprises can integrate the hot spots of people's livelihood with corporate culture in the future, and push it to the general public through the expression of grounding gas.

Financial Shenzhen state-owned enterprises

There are both "dark horses" and "bottom" financial services information with high attention

The financial category of Shenzhen state-owned enterprises new media information release is seriously polarized, including the dark horse of Guosen Securities that launched multiple 100,000+ tweets, and the state-owned enterprise public account of Shenzhen Kunpeng Capital, which only released 4 tweets in the first quarter.

Shenzhen Investment Control has the highest comprehensive score among financial state-owned enterprises, Shenzhen United Equity Exchange has the largest amount of information release, and Shenzhen Innovation Investment has an average monthly release volume of more than 20, and the update frequency is stable. Shenzhen Trading Group responded to special hot spots, and had a strong sense of planning, such as "Earth Hour" and "Double Carbon" were once again written into the Government work report of the State Council, and actively responded through the public account. Shenzhen Capital Group has a small amount of information releases, which can tap the potential of hot topics.

Shenzhen Kunpeng Capital's public account only published 4 articles in the first quarter, ranking at the bottom due to the small amount of information released. In fact, the public's attention to Shenzhen state-owned enterprises is very high, as can be seen from a recruitment announcement, such as Shenzhen Capital Group in the first quarter of only 3 tweets reached 2,000+ reads, one of the recruitment announcements reached 10,000+ reads. It is recommended to grasp the frequency of information release and topic selection in the follow-up, and further improve the ability of information services.

State-owned enterprises in strategic emerging industries

Low publishing frequency and increased readability of information

The public accounts of Shenzhen state-owned enterprises in two strategic emerging industries ranked low, namely SEG Group's public account ranking 22nd, and Shenzhen Smart City Technology Development Group Co., Ltd.'s public account "Shenzhen Wisdom City Group" ranked 23rd. Nandu evaluation found that these two public accounts have unstable push frequency and the reading volume needs to be improved.

SEG Group is a comprehensive development platform for municipal state-owned strategic emerging industries designated by the State-owned Assets Supervision and Administration Commission of Shenzhen Municipality. In the first quarter, SEG Group released a total of 29 public account tweets, most of which focused on corporate party building and corporate culture in the early stage, and mainly focused on epidemic-related themes in the later period. Most of the topics published are linked to the company's business, and the information is not highly public, resulting in low reading.

As an important platform and starting point for the construction of Shenzhen smart city, the performance of Shenzhen Smart City Science and Technology Development Group Co., Ltd. in this evaluation is not satisfactory. Only 3 of the 14 articles published responded to the topic of the outbreak. It is suggested that in the follow-up, starting from the functions of enterprises, we should actively publish relevant policy interpretations and classic cases of smart cities, which will help Shenzhen Wisdom City improve the public service of information.

Expert reviews

The new media of state-owned enterprises is not only a propaganda tool

Professor Zhang Zhi'an, president of the Applied News Communication Branch of the China Journalism History Society and a scholar of news communication, believes that short videos have gradually developed into an important way of new media communication, and enterprises can actively try, because of the problems involving operational manpower and input, they must be opened on demand. What kind of enterprise is more suitable for opening a short video account? An important consideration is that when the communication channels of new media are valuable to the marketing of enterprises, enterprises will really put into operation of new media accounts.

For example, Guosen Securities has become a "dark horse" for the new media operation of state-owned enterprises in Shenzhen. Zhang Zhian analyzed that because the driving force of Guosen Securities comes from using new media as a marketing means, not just using new media as a means of publicity. Guosen Securities shared a lot of financial experience, investment risk warning and other original information, for Shenzhen, a city with many young people, everyone pays attention to hard work, these financial information and industry trends are undoubtedly of reference value for investors. New media can reach young people with investment needs, while the traditional form of advertising cannot achieve knowledge output, so Guosen Securities has created the IP and personnel of the enterprise, and actively and actively operates the new media matrix. Because its new media account is not a simple image publicity of the enterprise, but through the output of knowledge, expand the source of customers and provide customer service.

Therefore, whether the new media is used as a means of publicity or the new media is used as a marketing tool determines the importance that enterprises attach to new media to a certain extent. If the new media as a marketing tool, the matrix layout of the enterprise will be more active, if not, in a short period of time, most enterprises do not have much motivation and input cost to do the new media matrix operation.

Planner: Wang Ying

Coordinator: Li Ying

Producer: Shenzhen State-owned Enterprise Information Release Observation Group

Written by: Nandu Wan Finance Agency reporter Cheng Yang, researcher Lin Yande, intern Chen Chao, Zhong Lingyi, Bai Hongguo, Hu Ailing