Around 7: 00 or 8: 00 last night, Elk saw the first forwarding of "Luo, stop for me" in the circle of friends. At one o'clock, a bright photo of a three-or four-year-old girl smiling came into view. The photo was taken unprofessionally. It should be seen that ordinary parents took it with ordinary mobile phones. Words are a father's blood and tears, expressing his attachment and reluctance to his seriously ill daughter, and also expressing his determination and boldness of vision to accompany her to the end.

Forwarding this link is an out-and-out "sunbathing party" in my circle of friends. Almost every day, I can see the update of her maternal flooding: photos of her daughters from various angles, small videos on various occasions, and forwarding of various "parenting classics". Oh, by the way, she is also a fan of a big X Meng. Every time a hot spot appears, she will turn to X Meng's comments, just like the news that a badminton star cheated a few days ago. She longed for X's vibrating arms.

When I saw her forwarding, the tweet had reached "10w+", and the praise had exceeded 10,000. Who doesn't have a few dollars in WeChat wallet now? I wonder if this mother in my circle of friends appreciates it?

But I felt something was wrong at the time. I looked at the author of this tweet and his official WeChat account, both named as "Rolle", and in front of the author's name, there was an "original logo" eagerly sought after by countless "media people". Elk has been writing for a year, and I know what this "original logo" means to "self-media people"-with the original logo, the author can open messages, comments and other functions, and the most important thing is to "reward", which means that words can be realized directly.

In the era of "one point is also love", no one can underestimate this "reward" function; Different platforms (such as Jianshu, Douban, WeChat official account, Weibo) have put down their attitude and put the reward function directly on the article publishing interface. It is said that some media celebrities can earn more than 10 thousand yuan a day just by rewarding them, and financial freedom has long been a dream; Some friends around Elk who opened the official WeChat account earlier and got the original bid pushed the post of "selling a cute girl, sending a girl and asking for a cup of yogurt" at the end of the official WeChat account, and made great strides on the road of realizing words.

Then I clicked on the blue word of the official account name of WeChat: Raul, I saw this introduction:

Let's talk about the official WeChat account itself, and let's not talk about the personal profile of the titanium alloy "Deer Eye" of Elk. The publication date of this article is165438+1October 25th. I don't know how many official accounts of WeChat fans are labeled as "Personal"? But it can reach 10w+ forwarding volume in four or five days, which is quite remarkable. From this, it can be judged that this "Rolle" is undoubtedly the red man of WeChat official account circle. It can be seen from Mr. Rolle's profile that he has been immersed in paper media for many years. He is not only well versed in public psychology and communication skills, but also has several friends of Niu X. There should be many ways to raise money for children's treatment. By the way, isn't there always someone in the circle of friends who turns to that "easy to raise"? With teacher Rolle's experience and ability, if you want to raise money for sick children, that "experience" can be enough to open several successful micro-classes.

Thinking of this, Elk silently looked at the few fans in his official WeChat account (all friends who are close to Elk himself, and I would like to thank these friends who put up with the daily nagging of Elk, a middle-aged woman), and thought that he would have to get up early tomorrow and continue to work to move bricks. Elk clicked the X in the upper right corner, and we don't eat this melon.

Elk are not cold-blooded animals. Elk is also the mother of a four-and-a-half-year-old child. Although there are many doubts about the content of this news, Elk is still very concerned about whether an innocent child is really sick and has been properly treated. As a result, gossip elk still paid attention to this matter. When sleeping at night, some people in the group gathered by media friends began to ask questions similar to elk, and some even wondered if it was a virus. By this morning, the circle of friends has been overwhelming-all kinds of people and groups are turning; Most of them are mothers, and even a friend of Elk, who is still in confinement after giving birth, forwarded it, saying that she is a new mother and understands this father too well, and has already rewarded her.

By this morning, I had vaguely smelled the "routine". Look at the comments attached to this friend's forwarding: every time this article is forwarded, an organization donates one yuan.

I don't think this was written by my friend. I think she copied it directly. Then the problem is coming. Who manipulated and promoted this event behind the scenes? Who is the "related organization" that will donate one yuan? Is the donation process supervised by the formal department? Is the destination and use of donations transparent and fair?

The elk, who was still worrying about salted radish, saw this push again after a while:

The powerful human flesh engine started, and the mysterious veil of Rolle was unveiled a little bit; If these revelations are true, the content does not seem surprising. Behind the tearful appearance, Mr. Rolle's family is well-off, and his daughter's medical expenses have been helped by relevant departments through formal channels. A P2P company deeply participated in the whole process of this "fund-raising reward" event. The following content comes from the network:

Shenzhen Social Security Bureau verifies Luo medical expenses:?

165438+1On October 28th, we received a message from public opinion monitoring. Netizen "Liu" posted "Jesus, please don't make me your enemy" on its WeChat, saying that the insured Luo was hospitalized in Shenzhen Children's Hospital for leukemia. It is mentioned in the article that the daily medical expenses range from 10,000 to more than 30,000, and more than half of the children can't get medical insurance. After receiving the news, our bureau attached great importance to it, immediately launched an investigation and took the initiative to contact the parties. The relevant information is hereby notified as follows:

First, the basic situation?

After investigation, the insured Luo, computer number 50074555 1, female, 5 years old, started to participate in the insurance on February 20 10, and has been participating in the insurance for 7 1 month. Up to 20 16, 1 1, * * was hospitalized twice, and the total hospitalization expense was 80,336.72 yuan. The expense details are as follows (twice consolidated calculation):?

1, total cost: 80336.72 yuan; ?

2. Out-of-catalog self-expense: 1 1633.66 yuan, with self-expense ratio of14.48%; ?

3. Expenses in the catalogue: 68,703.06 yuan; ?

4. Bookkeeping of medical insurance in the catalogue: 6 17 18. 18 yuan, accounting for 89.8% of the payment in the catalogue and 76.8% of the total payment; ?

5. Cash payment in the catalogue: 6,984.88 yuan; ?

6. Total cash payment (self-paid+cash payment in the catalogue): 186 18.54 yuan, accounting for 23. 18% of the total expenses. ?

Among them, during the treatment, Luo paid *** 102 15.72 yuan at his own expense when he was hospitalized for the second time, and he used Peimendong enzyme injection twice (self-funded drug), with a unit price of 4,005.87 yuan/piece. ?

Our office actively contacted Shenzhen Children's Hospital. The hospital said that relevant media have come to the hospital to interview this matter today. Luo Jiaren admitted to exaggerating the facts on WeChat and said that crowdfunding had stopped. Shenzhen Children's Hospital has prepared relevant documents to prevent public opinion from fermenting.

= = = = = = The dividing line with too deep routine = = = = = = = = =

Seeing this news, Elk can't help but praise the quick, clear and objective response of Shenzhen social security department. Then, elk, like many people who eat melons, once again fell into deep disappointment-we were once again "marketed" and played again.

This picture, also from the circle of friends of elk, may express the feelings of the people who eat melons:

Throughout the afternoon, several groups where Elk is located are still discussing this matter. I won't comment on Mr. Rolle for the time being, but everyone agrees that this is indeed a successful marketing case. Some people predict that even if being skinned is condemned, the fact is that "Rolle" is on fire; After the limelight has passed in a few days, it is good to write a few sensational articles to wash away the white. Compared with X, Fu Bao confidently entered the social circle, but it came to an abrupt end because the "circle" was full of oversized photos. This marketing routine is really classic.

And all this is based on a premise: since the media era, traffic is king. As long as you can attract attention, as long as you can increase the number of clicks and reposts, you will win.

It is said that the original bidding application of Tencent WeChat official account will include the number of fans and forwarding, which means that Tencent will only issue an original bidding application if it has enough fans and articles to forward. He also said that "regardless of morality and scale, 10W+ is my real mother". Compared with some women who often call names from the media population and discuss "size" in their own articles without changing their faces and jumping through the air, Raul's tweet of selling tears for sympathy and appreciation is simply too many paragraphs.

If Raul and the P2P company behind him are deeply involved in teaching marketing routines and micro-courses on how to quickly suck powder for WeChat official accounts, they will definitely make a big profit again.

Having said that, back to the problem itself, Elk must first explain that we still hold the best wishes and hope that the sick little girl can get the best treatment and recover soon. But at the same time, if the self-media people want to "talk about heroes by shochu" in this way in the future, then such self-media people, elk would rather not do it. "The wine is also afraid of the deep alley", but even if you want to market, you can't cross the bottom line; You can't treat the onlookers as fools, and you can't treat the sympathy of the public as a bargaining chip.

Raul is not the first to sell tears of sympathy; The appeal of literature and art lies in truth. Nowadays, many young writers and self-media people start their careers by telling their own stories about the struggle history of going north, Guangzhou and Shenzhen. Speaking of this topic, I can write another article to discuss the secret and subtle public psychology of voyeurism and sympathy-I live like a dog, and it turns out that someone is worse than me, so I am psychologically balanced; Compassion, in turn, will bring a high sense of satisfaction and superiority, and it is no big deal to reward you with a few dollars.

Elk has been in Shanghai for ten years, and has basically experienced the experience of studying, working, getting married, renting and buying a house here. Elk, like elk, has always held a big sister's expectation and encouragement for young people who came to Shanghai from their hometown town to work hard-until one day, Elk happened to see a little sister in the same town who opened an official WeChat account. In her own article, she played up the huge gap between Elk's hometown (a westerner's identity) and the magic capital, trying to describe the backwardness and isolation of her hometown (which is not the case), and the lines were full of grievances. Elk couldn't help it, and left her a comment: writing an article should have true feelings, but it is wrong to sell your feelings without restraint or even exaggerate your weaknesses and play weak cards.

However, there are always some people who have repeatedly tasted the sweetness in the position of the weak. The young lady mentioned just now, many fans admire her for jumping out of the farm and working hard alone in the magic capital. "Crying children have milk to eat", and coquetry women have the best life. Women who teach women how to eat their partners in the official WeChat account all day long always say that a woman who is gentle as water will easily catch a man's heart. In other words, Elk really feels that some of the truths it publicizes are unwilling to read. Just like the news that a badminton star cheated a few days ago, many "female pioneers" are "furious" for their spouses; Of course, they can easily read 10W+ articles, which may not be what they really think. As long as you can improve your reading ability, you can write articles with different views on the same problem.

Do media people have no bottom line and ethics? The only metric is 10W+?

How much sympathy can we consume after the Luer incident? ?

Compassion can't be bought and sold. Raul incident, there will always be a day in the past. In addition to wishing innocent children a speedy recovery, we people who eat melons will continue to face daily life. I just hope that the media circle will be cleaner and less grandstanding and traffic will be king.