Zero-based white, how to get started with new media operations? Xiaobai enters the media operation ...

Written for the small partners who intend to enter the new media operation post, this article will answer three questions: 1, new media operation, what to do every day? 2. What core skills do you need to get started with new media operations? 3. How to learn the skills of new media operation? 1, new media operation, what do you do every day? First of all, let's clarify the definition of new media operation. The word "new media operation" contains two words, one is new media and the other is operation, which just represents the scope of work of new media operation. The job content of new media is to use Internet social channels (Weibo, WeChat) to drain products, which is the job content; Operation means that this position needs to contact users, do user activities and operate users, which is the part of communication with people. /kloc-I didn't do Taobao 0/5 years ago. 10 years ago, I didn't do self-media work. Now, you can seize this opportunity that everyone can do: short videos are different from doing WeChat marketing. You need the ability to do practical things (such as live selling, video shooting, video editing, writing scripts, etc.). ), innovative ability (know all kinds of new Internet stalks, and know how to make stalks), and know more about short videos. This knowledge of dry goods is included in the courses of Internet marketers. In addition to short video operation, there are professional knowledge courses such as on-site sales, product selection and platform management. Students who want to change careers, start businesses, work part-time or full-time can learn about it. After all, under the background, online marketing is the trend. Network marketing is a new profession born under the influence of the development of the times and the epidemic situation. Published by People's Society, with high gold content and easy entry, you can learn at the age of 18. Good prospects, breaking through the income ceiling, part-time, full-time, employment recommendation. Recommend Zhongsi Zhishu, an officially authorized research institution for Internet marketers, with formal qualifications, rich courses and high pass rate. 1v 1 intimate service, online part-time job and employment recommendation service! ! ! You can click on the business card below to add the details of the teaching assistant consulting research. Their family also has the opportunity to work part-time online: the general job responsibility of new media operation is to help the company drain. Therefore, we can see that new media operation is not only a market work, but also an activity related to users. This is a full-stack position, which means you must be able to do anything. Because of this, it is very beneficial to improve individual comprehensive ability and exercise problem-solving ability. Now let's take a look at what new media operations in different segments do. I now divide new media operations according to the difference between experience and ability. As the picture shows, I divide the operation of new media into four levels: white, primary, intermediate and advanced. Now we need to make a role description and definition for each level of new media operation. Little white player: An inexperienced player. Xiaobai means not knowing how the system works at all. This is the case with pure newcomers. Xiao Bai can do administrative work, which belongs to manual labor. Usually, the company will let Xiaobai make content. For example, many bosses let new media operators write original articles; Junior player: If you start to know how to adjust and optimize your work instead of silly work, then you will become a junior new media operation. Beginners don't just perform, but start thinking, such as how to evaluate performance; Intermediate player: The operation of intermediate new media has been well-founded. They are very clear about the process of scientific work. They will do user surveys, collect portraits of users, investigate users' needs, make content according to needs, choose channels and know how to evaluate performance. Finally, they will adjust and optimize their work through feedback. Intermediate players are like this. Senior players: Senior players are more flexible. Senior players are already doing it themselves, and their work is completely performance-oriented, and they are responsible for the final transformation. He can help the product bring traffic in various ways. The above is to distinguish and describe the functions of new media operations at different levels through different experiences and abilities. Let's look at different levels of new media operations, usually specific work. From three angles, they are responsible for channels, work content and performance appraisal. ① The channels responsible for the operation of small white new media are usually the company's Weibo and WeChat. The work content is to use Weibo WeChat platform to write articles and other content, as well as Weibo and WeChat activities. Usually, the performance appraisal of small white new media operation is based on workload and exposure figures, such as how many original articles can be written, how many articles can be read and how many articles are forwarded in Weibo. Ok, this is Xiaobai's new media operation. If you are looking for a job or changing careers, as a pure white boy, you should do all these jobs. ② Weibo and WeChat are usually the main channels for the operation of first-class new media. At first, we can explore some other channels, such as trying to promote it in Zhihu and trying to promote it in today's headlines. The work content has not changed, but I use Weibo WeChat platform for content and activities. The performance evaluation of primary new media operation, in addition to the exposure figures and workload just mentioned, usually adds the number of users participating in the activities or the drainage figures brought to the products as KPI. Well, this is the situation of primary new media operation. We can see that the working channels are gradually widening, and the performance of the work depends on the actual effect from pure physical strength. (3) The channels responsible for the operation of new media are no longer specific to Weibo and WeChat. According to different businesses, they will be responsible for the channels that can bring traffic to the company and have the right to test new channels themselves. There are no clear restrictions on the work content. You can write articles, do activities, do cartoons and cooperate, as long as you can prove that your work is effective through data feedback. At this time, performance appraisal is no longer based on workload and exposure, but on traffic figures or user stickiness indicators. We found that once the intermediate new media is operated, it will feel like an old driver, right? (4) Senior players who operate advanced new media have no restrictions on channels and work content, and are not limited to specific channels. They can choose their own jobs flexibly, and the work content is in full compliance with the law and there is no prohibition. In other words, you can try anything that you are not allowed to do, and you can do anything that can bring traffic and user stickiness to the product. Performance appraisal is based on pure effect data, and will be based on traffic, conversion rate and user stickiness. Well, we have analyzed the different levels, specific channels, work contents and assessment of new media operation. Now we know what you will do if you choose a new media operation position, and what you will do after your promotion. Now the new media operation should not be a very elusive position for you. 2. What core skills do you need to get started with new media operations? There is a particularly simple way to find the core skills needed for new media operation, that is, open an Internet recruitment website and click on a new media operation recruitment information casually, like this: core skills 1, user survey: you need to know what kind of users your product is suitable for, what kind of users are the easiest to convert, and what kind of conversion path each user needs. In my shallow experience, 90% of the students in charge of content in China are just patting their heads and thinking about the content, and they can't even use the tools related to user survey, let alone contact users and understand them. To put it bluntly, you don't even know what users want, so you wrote a lot. Who are you writing to? It is strange that the data of this kind of content can look good. Core skills 2, data analysis: Baidu statistics, GA, CNZZ, piwik, growingIO, Zhuge IO, you will get at least one, right? How long does the drained user stay? What is the bounce rate? Have you followed the path set by your product manager since you came in? What's the matter? What can be further optimized? I don't know these things, then you can only beat around the bush like an old ox every day. A promotion and salary increase is of course a piece of meat hanging on a pole-you can always see it, but you can't eat it. Core skill 3, do a good job in content adjustment and optimization: the higher people go, the better the content will be. You always know where to optimize and how to change it after optimization, right? Otherwise, it's still an old ox. Core skill 4. Copywriting: Copywriting is different from writing ability. Articles are more about self-expression. Copywriting is written for users, understood by others, and written in readers' minds, which is a qualified copy. Therefore, the copy does not need too many flowery words, and it has nothing to do with good writing. The fundamental question of good copywriting is whether you know your target users well enough. Basic skills, understanding the planning and background operation of commonly used self-media platforms (refers to the background operation of commonly used self-media accounts, such as WeChat official account, Weibo, headline number, Zhihu number, etc.). ). The better these new media operation skills are mastered, the easier it is to do practical work, and the rapid transition from the small white stage to the primary new media operation. At the end of the article, you will share some learning materials about new media operation skills, and then let us see how Xiaobai got these skills. 3. How to learn the skills of new media operation? To tell the truth, when I was in Xiaobai, I really didn't know how to learn. With only a little skill, I was particularly discouraged when I was looking for a job interview. Until I joined the operation post, I took over the official WeChat account of the company and practiced the skills of copywriting, data analysis and user survey I had learned before. So much so that I found that the best learning method for me at that time was actually to run an official WeChat account and put the theoretical knowledge I had learned into practice. Let me sum up, Xiaobai can at least exercise these abilities by operating an official WeChat account: ① Content operation ability: copywriting, typesetting, content production, data sorting and topic selection, web sense of content, information research and communication with target users, obtaining feedback and content optimization; ② Product operation ability: Take the official WeChat account as one of its own "products", determine the positioning of this "product", and do a good job in user research and operation research. Wechat official account menu bar, welcome language, welcome guidance, content needs to be set. It is necessary to set the transition point, set the jump between different contents, and analyze the data of each link regularly. ③ User operation experience: conducting user surveys, organizing activities with users, establishing communities, organizing discussions, and establishing an operation mechanism to provide users with content and suggestions. We can find that just operating an official WeChat account, skills such as copywriting, user survey, data analysis, content optimization, community operation and event operation can be practiced, which is basic.