What professional knowledge and skills should a qualified operator possess?

With the development of the Internet today, enterprises have an increasing demand for operating personnel, and the requirements are becoming higher and higher. Although the threshold for engaging in operational positions is very low, in order to be competent in operational work, you need to master a lot of necessary professional knowledge and skills. What is operations? All direct or indirect work that involves product acquisition, activation, retention, monetization, and fission for target users is called operations. One side of operation is to explore user needs, and the other side is to improve product experience and drive operation work through user thinking. The content of operations includes user operations, product operations, channel operations, content operations, data operations, e-commerce operations, brand/self-media operations, etc. Its core is to promote the growth of users and revenue, and it is effective growth. What is the core purpose of new media operations? 1. Promote user growth User growth (UG) refers to the growth of user-related indicators. The premise for user growth is that the product meets demand and matches the market, but there are obstacles to reaching users. Therefore, the main task of user growth is to reduce obstacles and reduce transaction costs (such as cognitive costs, trust costs, sharing costs, etc.). Therefore, when recruiting for operational positions, many companies will emphasize performance appraisal based on the number of users increased, which can also be regarded as a capability requirement for operational work. 2. Promoting revenue growth refers to helping enterprises achieve the total economic benefits generated in the process of selling goods and services. Explain: It can help companies make money and increase corporate profits. Revenue growth is achieved on the basis of promoting user growth, which means that to a certain extent, the scale of user growth determines the room for revenue growth. What professional knowledge and skills should a qualified operator possess? 1. Copywriting planning ability When outputting content, you need to have good copywriting creation and planning abilities. The output content can be pictures, text, or video content. The creation of copywriting is inseparable from the accumulation of experience. Without sufficient knowledge reserves and experience accumulation, it is difficult to create excellent copywriting. My advice to scholars is to read more, watch more, summarize more, and imitate more. If you insist on reading for 2 hours every day, your creativity and copywriting skills will be greatly improved in 1-2 months. Copywriting reading content can be filtered from self-media platforms, such as WeChat official accounts, Zhihu, Baijia accounts, Toutiao accounts, Xiaohongshu, etc. WeChat public account copywriting case 2. Picture design and processing Picture design and processing is also one of the skills that operators must master. Whether you are making promotional posters, content pictures, or new media illustrations, you need to use image processing skills. There are currently many software for designing and processing pictures. Photoshop is the first choice for graphic design. However, PS is relatively difficult to learn and is difficult for beginners. 3. Marketing and promotion Marketing and promotion is a very important skill for operators. In order to increase the revenue of the enterprise, the ability of marketing and promotion is particularly important. Nowadays, most companies will conduct marketing and promotion on the Internet, whether it is a paid section or a free section. Free promotion: forums, post bars, short videos, soft articles, emails, online sweepstakes, Q&A marketing, website ranking SEO optimization, etc. Paid promotion: (Baidu, 360, Sogou, Shenma) bidding advertising, huge engines (Douyin) , Xigua Video, Toutiao) information flow advertising, Tencent Guangdiantong (QQ Kandian, UC Browser, Tencent News) information flow advertising, WeChat Moments advertising, Zhihu information flow advertising, Meituan Takeout, Ele.me takeout bidding and advertising, etc. Moreover, marketing and promotion have very high requirements for operation personnel, and all promotional behaviors and actions are evaluated based on results. Therefore, you must have solid advertising capabilities to be competent in marketing promotion work. WeChat Moments Advertising Case 4. Video Shooting and Editing Short video promotion has now become a mainstream marketing method. The intuitive content presentation method lowers the user's acceptance threshold and has a very obvious effect on corporate marketing promotions. Then video shooting and editing have become one of the essential skills for operators. Common video shooting equipment: SLR, mobile phone Common video editing software: PR, AE, iEditor, Quick Edit, Cut Screen, KineMaster, etc. 5. Live broadcast operation and planning With the rapid development of the mobile Internet, live broadcast delivery and live marketing have subverted traditional marketing methods and also changed the purchasing habits of most users. The marketing planning capabilities, product packaging, live broadcast scripts, and live broadcast room promotion for product or service live broadcasts all fall on the operators. The requirements for live broadcast operation and planning capabilities of operators are higher. Common live broadcast platforms: WeChat live broadcast, Douyin, Kuaishou, Taobao and other live broadcast rooms 6. Event planning capabilities There are generally two purposes for event planning. The first is to increase the number of users and increase the exposure of products or services, thereby enhancing the corporate image and popularity. The second is to increase marketing growth data, increase corporate revenue, and increase ROI. Common event planning: traditional festival event planning, fission There are many methods for event planning, voting event planning, and online H5 interactive game planning. In the follow-up content, the brothers will continue to share with you the methods and means of event planning. 7. Data analysis A qualified operator is definitely inseparable from data analysis capabilities. Whether it is user growth data, corporate revenue data, product sales data, promotion indicator data, or live broadcast data, operations personnel need to analyze and summarize it.

Only through data analysis can adjustments to the operation plan be made, thereby providing effective assistance for the next product or service operation. Judging from the comprehensive data provided by many recruitment platforms, the market gap for operating personnel exceeds 2 million+ and continues to show a growth trend. Learning operations, doing operations, and doing operations well have become everyone’s blind spots. The brothers will continue to share with you knowledge points and videos related to website operation, advertising, new media operation, short video operation, and e-commerce platform operation. Friends who like it are welcome to share and like it, and click to watch! If you have better suggestions, please leave a comment.