Shirley Xie

Graduated from Fujian University of Technology, Shirley Xie, a senior media person, is now deputy director of MSG Head Office and Head of Brand Center. She shows perseverance and development in the exploration of information communication and digital media. Being good at building media communities, she is proficient in public relations and public opinion management and brand integrated communication.

Chinese Name:
Liyan Xie
Date of Birth:
Oct. 16th
Nationality:
Chinese
Position:
Deputy Director of Head Office & Head of Brand Center
Ethnic Group:
Han
Education:
Fujian University of Technology
Profile

Experiences

From 2009 to 2015, from campus media people to the mainstream authoritative media, she led the team to plan special reports, explore new ways of media integration, build new media matrix, create the first platform of hot news, and accumulate rich media industry experience, through keen insight and judgment.

Since joining MSG in 2016, with a very forward-looking innovation concept, she has deeply integrated information communication and digital media, presented the group's dynamic and characteristic culture in multiple ways, established a good brand image, realized the coordinated development of news, information and communication, assisted in the comprehensive integration of brand communication, and effectively maintained and improved the group's reputation.


Present Position

Deputy Director of MSG Head Office

Head of Brand Center


Work Results

Since acting as the deputy director of the group head office and director of the brand Center, she has made use of rich media experience, solid professional standards and the courage of exploration and innovation, to sum up the practical communication methods applicable to the development of the group industry, continue to promote the construction of news information, build a collaborative and efficient media communication matrix, and push the group information communication towards a "higher pattern, faster speed and better effect".


Build a Three-dimensional Communication Matrix

According to the current public opinion trend and media pattern, she plans according to the situation and moves according to the times, comprehensively grasps the new mode, channel, way and opportunity of media communication, builds a multidimensional three-dimensional communication matrix, and transmits group culture and MSG spirit to the public through various media. Taking the official website, WeChat and micro-blog as the center, the main platforms such as TikTok and Kuaishou are used to carry out the network propagation. Through the improvement of the communication mechanism, the rich dissemination of content, the innovation of communication methods, and the strengthening of the communication team building, the three-dimensional communication matrix is formed from top to bottom and multipoint linkage.


Promote the Integrated Communication of Cluster Industry Chain

Based on the deepening of the "four all" model, she makes every effort to promote brand publicity, improve the brand exposure and drainage effect, and help the brand integrate and spread in all aspects. She creates the whole process communication mode, namely, adopt, upload, audit and publish instantly and live broadcast all along, to truly break through the limitation of time and space, and realize instant release; the holographic communication mode to present the group's dynamic and brand image in a three-dimensional way in a variety of reporting forms; the whole staff communication mode, on the basis of fully mobilizing internal forces, to activate the forces of the media and Internet users, and further expand the group's brand influence; a full-fledged communication mode to enhance the effectiveness of the group's media and publicity work.


Set Up Network Public Opinion Management System

She makes a profound study of new ideas and methods of public opinion work, through the establishment of daily work mechanism, guidance mechanism, early warning mechanism and emergency linkage mechanism of network public opinion. She coordinates external publicity, breaks through the barriers of hierarchical structure, opens up the information island, and maximizes information communication and resource sharing through a variety of forms, to ensure that the group accurately grasps the network public opinion dynamics in public management and effectively controls and guides the public opinion direction.


Social Activities

In 2013, she went to Fujian Channel of People's Network for communication and study, and conducted in-depth study in the fields of news communication, media integration, informatization, etc.

In 2014, she participated in the media interview group of the Cross-strait Machinery Industry Expo for two consecutive years to promote the Expo publicity.

In 2016, she participated in China International Fair for Investment and Trade, and coordinated the communication program and implementation of a number of supporting activities.

In 2017, she made every effort to promote the "Children's Futsal League" and actively responded to the national strategy of vigorously promoting football development.

In 2018, she promoted the brand promotion of "Children Voice" to achieve strong momentum, fast promotion, high quality and wide coverage.

In 2019, she attend the 2019 Cross-strait & Hong Kong and Macao Sports Series for General Public — Tree Climbing Tournament to help the development of Tree Climbing.

In 2020, she attends the 9th China Charity Festival and works with public welfare people from all walks of life to promote charity activities and spirit.


 Social Assessments

Shirley Xie has rich experience in media industry and high professional level. She is well versed in the operation mode and process of social media marketing, and has a complete acquaintance of Internet dynamic information. At the same time, in the current public opinion ecology and media pattern, she can accurately grasp the law of media communication, and summarizes unique communication practice methods from an unique industry perspective, which demonstrates her outstanding ability of brand integration and communication.