AI 堆里做传播，得换个活法了

Core Insights - The article discusses the evolving landscape of media channels and the challenges faced in effectively allocating marketing budgets in a fragmented media environment [1][2][21]. Group 1: Media Channel Classification - Media channels should be categorized by their functional value rather than traditional classifications like type or audience [2]. - There are four main types of media channels: endorsement channels (e.g., top financial media), recognition channels (e.g., industry KOLs), penetration channels (e.g., community forums), and capture channels (e.g., SEO) [3][5][7]. Group 2: Selecting Influencers - When selecting influencers from a vast pool of self-media, companies should assess the source of information, risk judgment, audience alignment, and peer recommendations [10][12][13]. - The credibility of influencers is determined by their ability to generate original content and their willingness to take risks in their conclusions [10][12]. Group 3: Content Strategy - Companies should focus on creating content that AI cannot replicate, such as personal experiences and specific insights from industry interactions [17][18]. - Valuable content often has a narrow focus and a clear stance, which can engage audiences more effectively than generic statements [19][20]. Group 4: Measuring Effectiveness - The effectiveness of communication strategies should be measured by the accumulation of trust and content assets rather than superficial metrics like views or impressions [22][23]. - Successful communication builds a narrative that shifts audience perceptions, which is essential for long-term brand positioning [26][27]. Group 5: Strategic Questions - Before launching a project, companies should clarify the problems to be solved, target audience perceptions, and the lasting assets to be created [28].