What is the job like in new media operations? What are the requirements for the position?

New media operation work is a kind of work that is difficult to say and easy to say. It has requirements for operations, planning, copywriting, design, etc. It requires a certain foundation. Novices can learn but they have to grow up quickly.

We must come to new media operations. If we don’t understand them before, we need to become familiar with their operations as soon as possible and understand the core capabilities required for new media operations. First, copywriting. Copywriting is particularly important for new media. It is a way to transmit information to the outside world. If you operate various platforms, such as Weibo, WeChat public accounts, etc., you need to rely on the literary talent of copywriting to attract readers' interest.

Second, planning. Being able to write copy is not enough. It is becoming increasingly difficult to achieve massive growth in fans by relying on content alone. Although it is still an era when good content is scarce, we still need good event planning plans to attract new customers and retain them.

Third, marketing. If we want new media to be able to continue to operate, then it must be inseparable from marketing. Only when customers invest money can we survive. We have to use our own powerful resources to let customers pay their own way to contribute to us. Fourth, we should also learn some other common skills, such as making PPT, drawing, etc.

How can you quickly improve your strength? So let me just say a few words. Scientifically planned writing exercises can improve your quantitative skills. Focusing on writing time with high intensity will improve the quality of our writing. If we practice in chunks, we can develop in many aspects.

To sum up, it is not easy to operate new media well, and it requires all-round development. If you want to engage in new media operations, you must first understand what new media is, understand the entire industry, and how to avoid falling into the "pits" of new media operations during operations? I have summarized several major misunderstandings to remind business owners who are preparing to do or are doing new media operations!

1. So how to play with new media?

The simpler way is to go to these platforms and create a new account yourself, and you can figure out what it is by playing around. As for how to master new media, it requires a lot of manpower, material resources and energy, which means burning money.

2. What is the difference between common new media promotion information and offline advertising?

The simple explanation is that there is no difference in purpose, but the most important difference is that new media burns less money, has good effects, has a wide area, and has quick results.

3. Isn’t it enough for new media to attract fans, read, and like?

To use new media, you need to tailor different information, different advertisements, different activities, different entertainment information, etc. to the fan groups in different periods. You also need to conduct data on the effect of communication. Collection and analysis. Of course, new media is not as simple as the editor made it sound. Anyway, every node in high-quality new media plays a brain-burning game.

4. What is the most direct role of new media?

This differentiates between individuals and businesses. For individuals, the most direct way is to form your own personal network and a group with certain commercial marketing value, such as WeChat business. The most direct benefit for an enterprise is to form a corporate brand, create a good atmosphere for the enterprise in the market, gather customer resources, increase market value, enhance corporate cohesion, promote corporate culture, etc.

5. Why is it so difficult for most small and medium-sized enterprises to engage in new media?

Mainly because of the proliferation of online advertising in recent years, there are many bad elements who use it to commit crimes. Therefore, relevant companies and relevant government departments have jointly formulated many provisions and regulations that restrict new media. Moreover, because emerging micro-businesses use them to bombard customers with coverage, people are so visually fatigued that they ignore the customized content they provide and cannot achieve the expected results. 6. Is it still necessary for new media to exist?

I can only tell you here that due to the rapid development of the Internet, traditional TV advertising and paper advertising will soon be replaced. The more direct form is end-to-end optional customized content. As long as the industry rules are perfected, new media will emerge like a fire and the future will be bright.

1. Plan and formulate operation strategies for new media such as department WeChat and Weibo according to project needs, and plan and implement promotional activities;

2. Set goals and tasks and complete them through activities, communities, article content, etc. KPI assessment, build effective operating methods to increase user activity;

3. Have certain data analysis capabilities, extract data reports, analyze promotion effects and optimize;

4. Participate in the overall company Marketing planning and promotion of brands and products;

5. Responsible for external PR work, expand and maintain external media resource network, establish long-term friendly relations with KOL, and establish media archives.

Job requirements:

1. Bachelor degree or above in the Chinese department or news communication related major;

2. More than 3 years of new media (Weibo, WeChat etc.) Copywriting experience, familiar with online expression methods;

3. Outstanding text editing and creative abilities, able to independently complete original content manuscript writing and pseudo-original content editing;

4. Be good at thinking about problems from the user's perspective and write text that solves users' pain points;

5. Be good at capturing hot Internet events and topics, be highly sensitive to Internet language, be active in thinking, have a sense of innovation and a spirit of challenge ;

6. Frequently participate in various Internet forums/communities such as Moments, Zhihu, Weibo, Tianya, Douban, etc., have strong copywriting planning skills, and be able to publish on social topics. Want to create;

7. Applicants with copywriting experience in advertising companies or relevant work experience in media (self-media or large media) are preferred.

8. Love the Internet industry, be brave in innovation, and have broad knowledge Broad, active thinking, excellent creativity, able to quickly respond to social and industry hot topics, and has deep understanding and experience in integrated communication, news communication, activities and event management. Hello! First of all, new media operations refer to a series of operational means for product publicity, promotion, and product marketing through modern mobile Internet means and by using emerging media platform tools such as Douyin, Kuaishou, WeChat, Weibo, and Tieba. By planning high-quality, highly disseminable content and online activities related to the brand, we can push messages to customers extensively or accurately to increase participation and visibility, thereby making full use of the fan economy to achieve corresponding marketing purposes.

Secondly, the development prospects of new media are great. According to big data statistics, the number of users of China’s short video industry has reached 857 million in 2020, and the market size has reached more than 60 billion yuan. With the development of 5G With the advent of the times, new media will develop more rapidly with the help of social short video platforms such as Douyin, Kuaishou, Li Video, and Miaopai. Especially this year’s epidemic has further promoted the development of new media, so you can try to do new media. .

Finally, you can refer to the job responsibilities of new media operations:

1. Mainly responsible for the online operation and maintenance of all the company's brands, new media thinking, and able to independently operate mini programs and Douyin , Weibo, Kuaishou, and official accounts;

2. Be familiar with the operating rules of major self-media platforms, and be responsible for the daily operations of the company’s self-media matrix, such as content collection, editing, and release;

3. Responsible for the collection, organization and analysis of self-media operation data, including the number of fans, fan stickiness and community activity;

4. Establish the brand's online direction and establish the brand label;

< p>5. Participate in the planning and writing of original content, and be responsible for the communication value of the content;

6. Able to independently complete the planning and production of short videos and posters.

7. Participate in other brand publicity and promotion related work required by the company.

In short, the job of new media operation is still very promising. You can try it. I hope it can help you! ---------------About new media and operation job responsibilities----------------------You must first know what new media is , you can actually know what a new media operation position entails by searching on various recruitment websites. If you understand the job responsibilities, you will know what kind of abilities you should have if you want to engage in new media operation work in the future. In fact, to summarize, the current mainstream platforms of new media are: Mainstream: WeChat/Weibo/Baijia/Toutiao/Big Fish and other information categories: Yidianxun/Dafenghao/NetEase and other audio stations: Himalaya/Dragonfly FM/Lizhi and other short videos : Douyin/Meipai/Miaopai/Xigua Video, etc. Community portals: Zhihu/Douban/Tieba/Jianshu, etc. Other fields: Xiaohongshu/Weitao, etc. In fact, the new media operation positions recruited by each company have different focuses. , some may focus on public accounts, and some may require you to be able to operate Douyin, or even have a certain understanding of video shooting, scripting, and editing. If you do channel promotion, many platforms may be involved. Therefore, during the learning process, you can try posting, promoting, answering questions, etc. on these platforms. You need to understand the platform mechanism, know how to operate it, how to post without being deleted or blocked, how to write, how to write What can we do to get more recommendations, etc., how to write SEO articles, how to optimize keywords, these are all things that need to be tried and summarized. And if you can raise an active account with many fans on a certain platform, it will be a great bonus for you to find related jobs in the future. ------------------Essential skills------------------1. "Content first" and "Content first" in copywriting The slogan "King" is still shouted, and the copywriting ability is also constantly mentioned. Some people may feel that their writing skills are not good after hearing the copywriting, and the copywriting must be bad. In fact, this is not the case. Copywriting mainly tests your sensitivity to the market and expresses it in copywriting, and this sensitivity can be acquired through exercise. So don’t be afraid of writing copy. Interested friends can follow the "Maotu" official account and reply to "Copywriter" to get the copywriting information package ~ 2. Data analysis capabilities. In a standardized Internet company, the leaders will never make decisions based on their heads. Let the data speak for itself. Data thinking should be integrated into all aspects of work. For example, how do you know what to do next? Data feedback is needed. I wrote an article and put it on Toutiao. The number of views was only 3k, and the average number of companies is 6k. Then I can know that the article I wrote is not effective, so I need to adjust the content or the type of copywriting. . In addition, you can also look at the number of comments to see if people have any emotional reactions to your article; you can also look at the number of likes to see how users recognize you. For example, if you want to apply for funds to test a new project, if you provide data and analysis from similar projects in the past, your superiors will be able to allocate funds to you with confidence, right? In short, new media operations must be based on data feedback. The basis of all this is your data analysis ability.