I want to switch to new media. I would like to ask the bosses how to learn new media operations?

A fresh graduate who is about to graduate has also switched to new media operations with zero foundation and is currently in the process of getting started. From being confused, to deciding to switch to new media operations, to finally getting started, I took many detours during this process. I hope my experience can give you some inspiration and help. The table of contents of the article is as follows:

In addition, if you need information on new media operations, you can get it at the end of the article. I have sorted and classified it myself. It is very comprehensive. I hope it can help you.

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1. Switching to new media operations with zero foundation: you need to have a firm determination to change careers

Changing careers requires courage, which means starting from scratch. I think it is more important to figure out why you should engage in new media operations than how to get started with new media operations. Because you first have to convince yourself mentally, and secondly, you can convince yourself through action. Otherwise, if you are not firm in your heart or act blindly, you will give up easily. So, how do you strengthen your determination to change careers?

1. First of all, understand new media operations

When we understand new media operations, what we understand must be its work content and development prospects. This is also what I understand. Important reasons for choosing new media operations.

Work content: Mainly includes user research, content creation, channel operations, picture design, video editing, data analysis, etc. There is a lot of work content, but I personally think that I can learn a lot.

Development prospects: When it comes to development prospects, the first thing to look at is market demand, and the second consideration is salary and promotion opportunities.

(1) From the perspective of market demand, the demand for new media operations is very large. You can see on Lagou.com that almost all walks of life are recruiting for the position of new media operations. From There are no exceptions from traditional industries such as publishing houses and training institutions to Internet industries such as social networking, short videos, and e-commerce. Therefore, it can be seen that new media operation is still an emerging industry and is currently developing rapidly.

(2) From the perspective of development prospects, the salary of new media operations may not be particularly high in the early stage because it focuses on work experience. However, once you have 1-3 years of work experience, the salary will still be It is very impressive, you can refer to the salary on Lagou.com. ?

2. Secondly, understand yourself

The first is to understand your own interests and hobbies, and the second is to understand the life you want.

Hobbies: This depends on what you are usually interested in, what you are willing to spend time on, and what you are happier doing. For example, myself, I like listening to music, watching movies, reading books, writing articles, photography, etc. Generally speaking, I just like things that are more literary and artistic.

Lifestyle: You need to think about what kind of life you want. Is it stable or challenging? Is it relaxing or stressful? Do you want to be bitter first and then sweet, or are you not willing to endure hardship? This is also very important for your career planning and job selection.

3. Finally, job matching

The last thing to do is to match the work content of new media operations with your own interests, hobbies and lifestyle. Let’s take myself as an example:

In terms of hobbies, I like writing articles, photography, videos, etc., and new media operations happen to have these work content requirements, which is very consistent with my hobbies. Although my writing, PS, PR and other abilities are currently not very good or even incompetent, it doesn’t matter. Interest is the best teacher. I can learn slowly in the future. The most important thing is that I really like it when I learn. You will also be happy, motivated and satisfied.

In terms of lifestyle, I like a more challenging life and hope to learn something new every day. And I think new media operations can meet my requirements, because the Internet is developing very fast, and it requires you to constantly update your skills and adapt to new changes. At the same time, because the content of new media operations is relatively diverse, it also allows me to learn More knowledge.

In general, you need to consider whether you really want to engage in new media operations based on the work content, development prospects, and your own interests and hobbies. If you make a decision, you must stick to it. Go ahead and don't give up easily.

2. Switching to new media operations with zero foundation: you need to master the correct learning methods

1. Comparison of the advantages and disadvantages of different learning methods

Looking for entry-level new media When it came to the operation method, at the beginning, like everyone else, I searched for various answers on Zhihu and read many people’s answers. Although it was very rewarding, after reading it, I still didn’t know where to start learning.

There are two ways to learn, one is self-study, and the other is taking classes. The advantage of self-study is that it saves money, but the disadvantage is that it is time-consuming and the learning is not necessarily targeted. If you sign up for a class, you can save time on your own exploration, and the learning content is arranged by professional teachers, making it more efficient.

In fact, I was very resistant to enrolling in classes at the beginning. Maybe it was because I heard too much about the "IQ tax". Even when I took the postgraduate entrance examination, I prepared by myself and didn't enroll in any classes. .

But looking for a job is really different from studying. When studying, you can find a learning method that suits you based on your previous experience. However, for me, who has no work experience, it is still a zero-based career change. , I was really at a loss, so I gave in and just paid the IQ tax. Then I convinced myself that it was okay. I could earn the money back when I find a job in the future.

2. Recommendations for some learning platforms

When it comes to enrolling in classes, I considered the following institutions and chose one of them after many comparisons. If you are also planning to sign up for classes, you can refer to:

Three classes: Study duration: 7 weeks, valid for three months | Advantages: P1 class is cheap and has more practical homework | Disadvantages: Theoretical knowledge is not detailed and comprehensive enough; the number of students in the course is limited, and the course cannot be started at any time

Starting Point College: Study Duration: 90 days | Advantages: There are many practical projects, including content operation, user operation, and event planning etc. | Disadvantages: There is a limit on the start time of the course, you cannot study at any time, the course progress is arranged, you cannot study in advance

Half-time private school: Study duration: Depends on personal learning progress, limited to one year | Advantages : The course content is comprehensive and systematic, and it is professional in new media operations. There are teachers who will lead practical projects, and there are also job interview classes. | Disadvantages: The price is more expensive compared to others, but you can get 30% of the tuition back after completing the course within three months, which is actually not bad after all.

In general, when choosing to enroll in a class, At this time, you need to consider two questions. One is time. Do you have enough time? Do you prefer to arrange your time flexibly or have a fixed time every day? How long do you plan to finish studying?

The second is learning content. Do you want to learn a little bit or do you want to learn systematic and comprehensive knowledge? Do you want to specialize in new media operations or do you want to learn other operational knowledge? For example, Banji Private School specializes in new media operations, and Qidian Academy focuses on Internet operations also include new media operations, but they are not comprehensive, so it depends on your learning needs.

Finally, the most important point is that the master leads you in and practice depends on the individual.

3. Switching to new media operations with zero foundation: you need to understand the ability requirements of new media operations

Before understanding the ability requirements of new media operations, I first use my own understanding of new media operations understanding to explain why there are these competency requirements.

Why does new media operation exist? To put it simply, new media operation is based on understanding the needs of users, using new media as a channel to convey the selling points of the product to users, achieving the purpose of getting users to buy the product, and, after selling the product, let users Satisfied with the use, he will make repeat purchases or even recommend others to purchase.

So in this process, what core capabilities do new media operations need to possess?

User research capabilities: If an enterprise wants to develop sustainably, it must focus on user needs. Therefore, before producing products, it must understand user needs and continuously make adjustments based on user feedback. This requires User research ability;

Copywriting ability; Enterprises are all for profit. Since advertising costs are too expensive, you cannot rely entirely on traditional advertising to promote your products, and direct marketing The way of doing this will make people disgusted. Therefore, the job of new media operations is to promote the selling points of their products through stories or other methods, which requires copywriting skills;

Channel operation skills: writing The content needs to be exposed, so you need to use WeChat, Douyin, Zhihu, Weibo and other channels to promote articles or videos. This requires you to be familiar with the rules of each channel and have channel operation capabilities;

Data analysis capabilities. Due to limited costs, it is impossible to promote on all platforms, so one or two most effective channels need to be selected based on traffic, conversion rate and other data, which requires data analysis capabilities.

Of course, the ability requirements for new media operations are far more than these. These are just the abilities that I think are more important. For more ability requirements, you can refer to the recruitment requirements of Lagou.com.

4. Switching to new media operations with zero foundation: it is necessary to improve relevant abilities in a targeted manner

Now that we understand the ability requirements of new media operations, how should we learn and improve in order to get started? What about your own abilities in this area? The best way to learn is to practice. Only when you do it yourself will you know how to operate. Personally, I learn in the following ways.

(1) User research ability - do a real user research

The purpose of user research is to understand the pain points of your product’s target users, and then solve their pain points according to their needs problems encountered, and improve our products based on continuous feedback from users.

How to conduct user research. First, you have to understand the user’s basic information and create a user portrait. Second, understand their pain points and needs. In this regard, you can refer to this logic: Who are your target users? What problems did they encounter? How are they solving this problem now? What do they think of existing approaches? How do they feel about the solution you provided?

Take the user research I personally conducted as an example. My research is aimed at the problem of low course completion rates among students in online education institutions, to find the factors that hinder their learning, and to find solutions.

(2) Copywriting ability - write an article yourself according to the requirements of the operation

The core of new media operation is content creation. Only by creating good content can you Be accepted by readers, otherwise, no matter how fancy the form is, it will be useless if the content is not of good quality.

How to improve copywriting skills? First of all, choose a good title, mainly read more, pay attention to how the titles of popular articles are written, and then summarize and imitate; secondly, choose the appropriate article type. Article types are mainly divided into story articles and practical articles, for example, If you want to increase product awareness, you can choose story articles to tell a brand story; if you want to attract users to buy products, you can choose practical articles to provide users with valuable content and guide users to pay attention to your products.

(3) Channel operation capabilities - operating your own WeChat official account

From a utilitarian point of view, operating your own official account is for job hunting needs, because you are interviewing When operating new media, if you don’t have your own WeChat official account, you are likely to be looked down upon by the interviewer. Don’t ask me how I know this.

How to operate your own WeChat official account? There are two main ideas here.

A. For personal interests and hobbies.

For example, if you like movies, you can use the official account to record your feelings about watching movies and write movie reviews; if you are very knowledgeable about makeup, you can use the official account to share your experience in makeup and skin care, and you can also recommend some products that you think are useful. cosmetics; if you like taking pictures, you can share your photography;

B. If you don’t have outstanding interests and hobbies, you can try to run a public account related to new media operation knowledge. In this way, on the one hand, you can record and consolidate your knowledge and experience in the learning process, and on the other hand, the content is related to new media operation. There is also something to talk about during the interview. I chose the second method myself, as follows:

(4) Data analysis ability - use data monitoring tools to analyze relevant data

In addition to selecting channels, search keywords Selecting a topic requires data analysis. For example, when you are writing an article, in order to ensure the number of views, you need to know whether the keywords in the title of the article are hot words. If not, you can also look at the ranking of hot words. Put hot words in your title.

How to perform data analysis? In fact, for new media operations, you don’t need to master too profound data analysis capabilities. The important thing is to learn how to use relevant data monitoring tools. For example, when I analyzed whether a certain topic on Zhihu was viewed by many people, I used the Distill Web Monitor tool. The following is the change in the number of views for this issue that I monitored.

I also compiled various relevant materials on new media operations during my study in the past few months, including theoretical knowledge, necessary tools, PS courses, resume templates, interview experience, etc., if necessary You can collect it yourself! (Yes, I am so kind~)

Written at the end

Learning is a long-term process, and getting started is not achieved overnight. The theoretical knowledge still needs to be put into practice, no matter Are you in a dilemma like me before, or have you decided to change careers? I hope my experience can give you some inspiration.

If you have any questions, you can ask me. We are all from the same place, and I am very willing to share and communicate with you! See the picture at the end of the article for how to receive the information. I hope everyone can get the offer they want!

Code is not easy, but I squeezed out the time to write this article when I was writing a 50,000-word graduation thesis. Firstly, I want to share my experience, and secondly, I also want to exercise my writing skills and apply what I have learned. If you are inspired, please give it a like and go away! If you have any questions or need information, you can also contact me in the comment area!