紅色：主句主干部分 藍色：從句主干部分 黃色：從句連詞、關系代詞 （）：修飾成分，包括定語、狀語等 灰色：插入語 下劃線：詞匯詞組 綠色：詞根詞綴 連詞

思考題

1. 有哪些經(jīng)驗教訓？

2. 有哪些相關詞匯？

The perils of using staff as online influencers

將自家員工作為網(wǎng)絡水軍的危險之處

Others can learn from Amazon’s failed social media diplomacy

其他人可以從亞馬遜失敗的社交媒體營銷中學到東西

• peril n. 危險

perilous adj. 危險的

• influencer n. （帶貨）網(wǎng)紅
• diplomacy n. 策略、手段

Amazon has finally scrapped a campaign to use paid “fulfilment centre ambassadors” to polish its image on social media and defend it against criticism.

亞馬遜終于取消了一項使用付費“履行中心大使”來提升其在社交媒體上的形象并捍衛(wèi)其免受批評的活動。

亞馬遜重于放棄了一項市場營銷活動，即付費給FA大使來提升其在社交媒體上的形象，并且在面對批評時捍衛(wèi)亞馬遜。

• scrap vt. 廢棄、取消 n. 廢品、廢料

scrape v. 刮、蹭

• paid adj. 有報酬的
• fulfilment n. 滿足

Fulfilment by Amazon (FBA) 亞馬遜的自有物流

fulfilment center 亞馬遜物流中心

• defend vt. 捍衛(wèi)、維護

defend sb. against sth. 針對某事，為某人辯護

The surprise is that it took the technology group so long to realise it could be spending its marketing dollars better elsewhere.

令人驚訝的是，亞馬遜花了這么久時間才意識到把市場營銷費用花在其他地方會好得多。

that引導表語從句，realise后是省略了連詞的賓語從句

• take vt. 需要...時間

take sb. sth. to do sth.

It took her three hours to repair her bike.

她花了三個小時修理自行車。

• marketing n. 營銷、促銷

段落大意

背景介紹：

亞馬遜終于取消了“FA大使”這個營銷策略。

Satisfied staff are great advocates.

對自己的公司滿意的員工是很好的推廣者。

• advocate n. 支持者、擁護者

That is why a version of the question “how likely are you to recommend this company as a place to work?” is a staple of employee engagement surveys.

“你有多大的可能把這家公司推薦為適合工作的地方？”這就是為什么這個問題的一個版本通常是員工參與度調查的一個重要組成部分。

• staple n. 主要部分、重要內容
• engage vt. 參與、加入

engagement 員工參與度

employee engagement survey 員工參與度調查

Referrals of job candidates are so highly valued that many companies will pay staff to recommend new recruits.

內推模式如此受重視以至于許多公司會付錢給員工來推薦新員工。

• referral n. 轉診

employment referral 內推

recruit vt. 招募、吸收新成員

• outsider n.（公司）外部人員

insider n. 圈內人、業(yè)內人士

And outsiders are generally more likely to trust a friend or family member who tells them their employer is great, or its products wonderful.

公司外部人員通常更可能信任朋友或家人，這些人告訴他們自己的雇主很好，或者他們公司的產(chǎn)品很棒。

who引導的定語從句修飾a friend or family member

• outsider n.（公司）外部人員

insider n. 圈內人、業(yè)內人士

段落大意

員工推薦的重要性：

1.為公司帶來新鮮血液；

2.員工的家人和朋友也會更相信員工的體驗

Allowing, and even encouraging, staff to carry out some brand diplomacy (on the side) has its merits, then.

那么，允許甚至鼓勵員工作為兼職進行一些品牌的推廣是有其優(yōu)點的。

本句是簡單句，并列的動名詞短語allowing staff to...和encouraging staff to....做主語

• on the side 作為副業(yè)、兼職

Most consultants do private work on the side.

大多數(shù)顧問都另外干私活。

• merit n. 長處、優(yōu)點

demerit n. 短處、缺點

Many companies have used employees to front advertising campaigns.

許多公司使用員工來進行廣告宣傳。

• front vt. 領導、帶領（項目）

A former art student fronted the band.

樂隊的主音歌手曾是一位藝術院校學生。

Such ads project workers’ enthusiasm (for their jobs), devotion (to clients), or care (for the environment).

這些廣告可以展現(xiàn)出員工們對工作的熱情、對客戶的投入和對環(huán)境的關懷。

project vt. 投射、映射、展現(xiàn)

projector n. 投影儀、幻燈機

I hope the team will project a smart professional image.

我希望該隊能展現(xiàn)一種時髦、專業(yè)的形象。

Hyundai recently hired photographer Annie Leibovitz to picture staff (for a marketing campaign (about its cancer charity).

韓國現(xiàn)代最近雇傭了攝影師安妮·萊博維茨為其員工拍攝照片來進行關于癌癥慈善基金會的市場營銷活動。

• Hyundai 現(xiàn)代：韓國車企
• Annie Leibovitz 安妮·萊博維茨
• picture vt. 拍攝

段落大意

員工推廣的優(yōu)點：

反映公司員工的積極面貌、公司的態(tài)度。

Social media has changed the way in which “employee advocacy” campaigns work, however.

然而，社交媒體改變了“員工推廣”活動的運作方式。

advocacy n. 倡導、主張

Online channels reach new, younger customers and potential recruits that more traditional media miss.

線上渠道可以接觸到更多傳統(tǒng)媒體錯過的新的、年輕的客戶和潛在的新員工。

• reach vt. 被...看到、聽到

Through television and radio we are able to reach a wider audience.

通過電視和收音機，我們能夠為更加廣泛的觀眾和聽眾所熟悉。

But they also contain many pitfalls (for employers). (For companies keen to use their staff as influencers), Amazon’s failed campaign offers useful lessons.

但對于公司來說它們也包含許多陷阱。 對于想要將員工用作網(wǎng)絡水軍的公司，亞馬遜失敗的活動提供了有用的教訓。

• pitfall n. 陷阱、隱患

即pit （坑）+fall（墜落）

段落大意

社交媒體改變了員工推廣的模式：

1.優(yōu)點：線上推廣接觸面不同；

2.缺點：亞馬遜失敗的推廣策略能帶來經(jīng)驗教訓

First, take care with the incentives you use and the messages you encourage staff to post.

首先，請注意你使用的激勵措施和你鼓勵員工發(fā)布的信息。

• take care with sth.?小心、注意某事

= be careful with sth.

• incentive n.?激勵、獎勵手段
• post vt.?發(fā)帖 n. 帖子

When other Twitter users spotted Amazon staff using the label “FC Ambassador” (in 2019), they attacked the company (for creepiness).

在 2019 年，當其他 Twitter 用戶發(fā)現(xiàn)亞馬遜員工使用“FC 大使”的標簽時，他們抨擊該公司令人毛骨悚然。

• spot vt. 留意到、發(fā)現(xiàn)

spot sb. doing sth.發(fā)現(xiàn)某人做某事

• creepiness n. 恐怖、毛骨悚然

The initiative, which had first come to light (a year earlier), also spawned multiple parody accounts (ridiculing it).

該項目在一年前首次曝光，也催生了多個嘲笑它的惡搞賬戶。

• come to light?為人所知
• spawn vt.（有時貶義）引發(fā)
• parody n.?戲仿；模仿
• ridicule vt.?嘲諷、譏笑

(Worse for Amazon), (far from defusing criticism (of working conditions) (in the group’s warehouses), the activity (of its part-time diplomats) drew attention to it.

對亞馬遜來說更糟糕的是，其兼職推廣大使的活動遠沒有平息對該集團倉庫工作條件的批評，反而引起了人們的關注。

• defuse vt. 緩和、平息

段落大意

教訓1：

公司要重點關注激勵措施和讓員工發(fā)的內容

Many companies try to ensure staff draw on common talking points (for online posts).

許多公司試圖確保員工使用常用話題來線上發(fā)帖。

• draw on sth. 利用、動用
• talking point n. 話題、論題

But (being too prescriptive (about what they should say) risks making the entire exercise look insincere.

但是，對他們應該說的內容規(guī)范過嚴可能會使整個活動看起來很虛假。

• prescriptive adj. 規(guī)定性的

英文釋義為telling people what should be done，即告訴別人應該怎么做

The psychologists insist that they are not being prescriptive.

心理學家堅稱他們并非一味灌輸。

• exercise n.（為達某種目的）活動

an exercise in public relations 公共關系活動

Trying to influence online media covertly is even worse.

試圖暗中影響網(wǎng)絡媒體更糟糕。

• covertly adv. 偷偷地

covert adj. 偷偷的

overt adj. 公開的、不加隱瞞的

Companies that allegedly paid staff to post favourable reviews (on Glassdoor), where workers can rate employers anonymously, suffered a stinging backlash.

那些被指認雇傭員工在 Glassdoor 上發(fā)表好評的公司遭到激烈抵制， Glassdoor是一個可以讓員工匿名給雇主打分的平臺。

• alleged adj. 被指稱的
• anonymous adj. 匿名的

synonym n, 近義詞

an- 沒有、無, -onym- 名字, syn- 同樣的

• stinging adj. 言辭激烈的
• backlash n. 強烈抵制

段落大意

補充說明教訓1 ：

1.管的太嚴會讓內容看起來不真實；

2.想偷偷地影響社交媒體只會適得其反。

Second, if you are going to encourage employees to talk about their work and workplace (on social media), it is best to allow such online chat to emerge naturally and to manage it loosely.

其次，如果你要鼓勵員工在社交媒體上談論他們的工作和工作場所，最好讓這種在線聊天自然出現(xiàn)并松散地管理它。

• emerge v. 浮現(xiàn)、出現(xiàn)
• loosely adv. 寬松地

(Unlike Amazon), Walmart, its US retail rival, has enjoyed some success prompting volunteer “micro-influencers” to promote local stores (via Facebook, TikTok and other media).

與亞馬遜不同，其美國零售競爭對手沃爾瑪取得了一些成功，促使有微影響力的志愿者通過 Facebook、TikTok 和其他媒體推廣當?shù)厣痰辍?/p>

• prompt vt. 鼓勵
• micro- 微小的

microeconomics 微觀經(jīng)濟學

macroeconomics 宏觀經(jīng)濟學

段落大意

補充說明教訓2：

公司管理員工宣傳的方式要更寬松。

Third, be prepared for the unexpected.

第三，為意外做好準備。

(Unlike real ambassadors), the corporate sort will not dutifully say what their superiors want the rest of the world to hear.

與真正的大使不同，員工類型的推廣者不會盡職盡責地說出他們的上級希望讓公司外面的世界聽到的話。

• corporate adj. 公司的
• superior n. 上司、上級

Social media provide ample space for staff to amplify alternative views, or muddy a clear commercial message (with inappropriate personal content).

社交媒體為員工提供了充足的空間來放大不同的觀點，或者用不恰當?shù)膫€人內容混淆清晰的商業(yè)信息。

• ample adj. 足夠的、充足的
• muddy vt. 使...變得渾濁 adj. 渾濁的

muddy the issue 添亂

The habits, tastes, tone, and content (of social media), not to mention the channels themselves, also shift faster (than most marketing departments).

社交媒體的習慣、品味、調性和內容的變化速度比大多數(shù)市場營銷部門都要快，更不用說這些渠道本身。

• not to mention 更不用說

段落大意

補充說明教訓3：

準備好應對突發(fā)情況。

Finally, do not bother putting ordinary staff (in the social media front line) if you have not already cultivated a healthy internal culture.

最后，如果你尚未培養(yǎng)出健康的內部文化，不要費心將普通員工置于社交媒體前線。

• the front line n. 前線
• cultivate vt. 培養(yǎng)、養(yǎng)成

Even the worst-run organisation will find some evangelists ready to sing about it.

即使是最糟糕的企業(yè)也有一些準備為它唱贊歌的支持者。

• run vt. 經(jīng)營、管理（公司）

badly-run 管理糟糕的

• evangelist n. 布道者/狂熱支持者

But if they are drowned out (by the malcontents), the resulting cacophony will not make for pleasant listening.

但如果他們的聲音被不滿者淹沒，由此產(chǎn)生的嘈雜聲將不會帶來愉快的聆聽。

• drown out sth. 蓋住、壓住某事
• malcontent n. 不滿的人

malnutrition n. 營養(yǎng)不良

• cacophony n. 刺耳的嘈雜聲
• make for sth. 使...成為可能

段落大意

教訓4：

如果公司內部沒有形成健康文化，就不要讓員工身處社交媒體的一線去宣傳。

文章結構

思考題參考答案

1. 官方水軍的經(jīng)驗教訓？

1. Take care with the incentives you use and the messages you encourage staff to post.

2. It is best to allow online chat about the workplace to emerge naturally and to manage it loosely.

3. Be prepared for the unexpected.

4. Do not bother putting ordinary staff in the social media front line if you have not already cultivated a healthy internal culture.

2. 積累到哪些相關表達？

社交媒體/市場營銷相關：

online influencer, micro-influencer, social media account, employee advocacy, tone, contents, channels

商業(yè)相關：

commercial message, marketing department, marketing/advertising campaign, social media diplomacy

職場相關：

employment engagement survey, referral, job candidates, new recruit, rate employer, favourable review, workplace, working conditions, cultivate a healthy culture