The process of online hype itself involves integrating a company's own characteristics with the focus points of internet users' attention, leveraging public interest and using online media to continuously spread and diffuse information. This focal point is the idea, which is the soul of corporate online hype and also the most important factor for success. The commercial traits of a company are often hard to align with the attention demands of netizens, so event hype will be the best way to shape the approach to online hype. Through event hype, social hotspots can be combined with self-interests, allowing flexible creation and utilization of trends for business planning. Effective event hype can quickly enhance a company’s reputation, strengthen trust and word-of-mouth, and drive sales of products and services. It should be noted that corporate event hype must effectively integrate the company's own image and philosophy with the interests of internet users, balancing both aspects well. A single-minded pursuit of hot topics may deviate from the company's overall strategy and even contradict its philosophy, leading to adverse effects.
For companies utilizing online hype to plan event themes, it is essential to understand that event hype is merely a promotional tool—a double-edged sword. Companies need a high level of risk awareness. Event hype drives news dissemination, but the risk lies in the uncontrollability of media platforms—it’s difficult to control the direction and trend of public opinion. Additionally, as news readers become increasingly discerning, even successful event hype can lead to disaster if netizens discover the truth behind the events, potentially causing significant harm to the company. Therefore, the best way to reduce the risks of event hype is for the planners to have the right understanding: event hype spreads value and creativity. Clearly defining the value of the event—events that can spark controversy and interest among netizens, and that provide some benefit to them—are more likely to attract media attention. Consequently, enhancing the company’s reputation becomes a natural outcome.