A must-read for new media novices—the overall idea of ??new media operations

Recruitment for new media operation positions can be seen everywhere, which shows that companies are paying more and more attention to new media positions. This is a signal and an affirmation of new media operation positions. It also creates the illusion that the threshold for new media operation positions is low. Many people think that the threshold for new media operations is low and the remuneration is good, so they have switched to new media careers. However, They may not know that the threshold for entry into the new media industry is very low. As long as you can write articles and maintain accounts, you are basically doing "odd jobs", but real new media operations are definitely not like this. The core focus of new media operations is on "operations", but many new media operations work done by novices are just as "editors" and there is still a long way to go before operations. Let's talk about the new media operations. I hope the overall idea of ??media operations can bring you some inspiration. 1. Understand the entire marketing system. Be familiar with the entire marketing system. Through online inquiries and industry information, summarize the overall new media operation process. 2. Think deeply about the general direction 1. Position the company’s purpose of opening new media. If it is the e-commerce industry, it must focus on specific products, whether to focus on brand promotion or sales. 2. Determine the target group. Analyze the purchasing group through product characteristics, including the amount paid, age group, geographical location, and shopping time. 3. Analyze the scenario-based analysis of the purchasing crowd: Through telephone return interviews or online chat tools, we conduct separate interviews with the purchasing crowd on the circumstances under which they decided to purchase. For example, the brand and product are clear; or the product ranks high when you need to buy this type of product, deciding to buy and other factors. Labeling: whether the consumer is a professional or an outdoor enthusiast, a homebody or a dating expert, etc. Personalization: the places he likes to visit, areas of concern, etc. 4. Determine whether to push content or satisfy the service. Establish what type of graphic content to push to the target group. , or you just need to provide query services, or meet social needs. 3. Publishing channels and building new media platforms in addition to Weibo and WeChat. There are also Penguin Media Platform, Toutiao, UC Subscription Account, Yidian News, Sohu Media Platform, Baidu Media Account, Maimai, Certified QQ Space, Miaopai, Inke Live, Youku Video Self-Channel, Tencent Video Personal Channel, etc. Moreover, these platforms are recommendation mechanisms and do not have fan base requirements. 4. Activities (official account as an example) 1. Main online activities Fission activities: planning activities that will max out the circle of friends WeChat activities: such as Plato APP’s personality test, big characters, paradise umbrella, etc. Red envelopes: giving anything is better than giving money It is simple and crude, you can use Alipay password red envelope method. If it is an enterprise service account and you have a certain budget, you can directly send WeChat red envelopes. Some of the more convenient ways to do this are "Nut Mobile Send" and "Baidu Service Account". You can follow their account to see how to send red envelopes. 2. Artificial type of offline activities: focus on gift giving; hold offline training meetings and self-service types: common ones include wifi attention, attention in shopping malls, WeChat free printers, etc. 5. Promotion 1. News source promotion: through press releases (People's Daily, NetEase News, vertical health websites), self-media platforms (Today's Toutiao, Sohu, Tencent Open Platform), WeChat Weibo and other social media for exposure and dissemination 2. Video naming: naming TV, online variety shows, movies TV series brand advertising placement, online movie brand placement 3. Short video promotion: homemade videos related to brand culture or products for social media and short video platform promotion 4. SEM search engine keyword bidding advertising: search engine advertising placement 5 , Public account promotion: paid promotion by large accounts or mutual promotion 6. Social platforms: QQ, Weibo, Maimai, Momo; 7. WeChat group: join a large number of other people’s WeChat groups, build your own WeChat group, and have skills in the group Do promotion. 8. Moments: Create a personal account and add a large number of fans; 9. Video platform: Create your own or download a video to add your own promotional information and then upload it. 10. Search engine: You need to choose a good name and make an entrance to search engines such as Baidu Zhizhi and Wenku. 11. Q&A platforms: Wukong Q&A, Weibo Q&A, Baidu Knows, Zhihu Q&A, SouSouQ&A, 360 Q&A, etc. 12. Forum community promotion: Tieba, Tianya Forum, Maopu, Xici Hutong, 19th Floor, etc. 13. Since Media platforms: Zhihu, Jianshu, Douban, Toutiao, Penguin, Dayu, Sohu, Phoenix, Baijiahao, Yidianhao, Weibo Toutiao, etc. 14. Weibo platform: free blog post promotion, Paid fan links, hot searches, topics, etc. 15. Encyclopedia: Baidu Encyclopedia, Wikipedia, 360 Encyclopedia, Sogou Encyclopedia, etc., with high weight and high ranking