First, the basic operation of WeChat official account 1. WeChat official account background WeChat official account background has many functions. (1) Material management. Editing and typesetting materials. It can be graphics, pictures, videos, audio and applets. (2) User management. Users can be viewed, flagged and blacklisted. (3) Message management. Set up official WeChat account message reply, pay attention to message reply and collect messages. (4) mass information. You can set the group sending target, gender and region. Group sending can be in the form of pictures, words and pictures. (5) automatic reply. You can set attention reply, default reply and keyword reply. Forms can be graphics and text. It can be bound with third-party platforms, such as Pocket University and Tencent Micro School, and managed on the third-party platform. (6) Custom menu. It is divided into first-level menu and second-level menu. Can be bound to a third-party platform. (7) Appreciation function. You can start this function from three original articles (8) message management. Manage user messages, reply to featured messages, and set the top. (9) Original management. Your own original content can be applied for originality when it is published, so as to protect your own articles. (10) data reference. Cite data for user analysis, graphic analysis, menu analysis, message analysis, interface analysis and web page analysis. (1 1) settings. WeChat official account setting, administrator setting, operator binding. 2. Third-party platforms can bind multiple third-party platforms to help them better manage their official WeChat accounts. For example, you can set the attention reply as a campus micro-site or a mobile phone homepage by using a handheld university; You can insert the number of fans in the text reply; Set the graphic reply to insert any hyperlink. By using the Mike form, you can better manage your own users and user information. Second, give your official WeChat account a positioning and planning 1. User Portrait-"User Portrait", that is, the tagging of user information, abstracts the business panorama of users by collecting and analyzing the main data of consumers' social attributes, living habits and consumption behaviors. In short, user portrait is to enable operators to put aside their personal preferences, focus on the motives and behaviors of target users, and plan and operate activities according to their own characteristics. Only by knowing what your users look like can you know where to find them, what they like, what activities can impress them, and what articles can speak to their hearts. What you wrote is what he likes. He will forward your article to his circle of friends, and he will be excited to comment under your article. Every time he talks about the official WeChat account, he will recommend your official WeChat account to people around him. The elements of user portrait include region, gender, income, age, education level, industry characteristics and product use behavior. How to make a portrait of a user: Step 1: Find a user; Step 2: observe and communicate; The third step: keep trying and making mistakes; 2. Let your users think of you for the first time (1) and pay attention to reply to the location. What does the official WeChat account do? How does it help fans? (2) User interaction. Guide keywords to reply, gain benefits, and enter relevant communities. (3) Custom menu. Show your own columns and contents. (4) The orientation of the article. User demand, product promotion, verticalization. An official WeChat account often needs accurate positioning to ensure that it is relevant to every user, even if not every user likes it. Otherwise, it is easy to be misled by some push with high reading volume and increased powder content, but it has nothing to do with the platform, and fall into a "powder trap" to attract followers who are not their target users. If we make a summary of the way the user portrait guides the operation, it should be like this: content: write articles that users like to read to attract more target users; Service: Give users a reason to care or not care about you through service; Channel: Know where your users are, find them and attract them; Activity: Do activities in a way that the target users like, regardless of whether the users don't catch a cold; Community: Pull your users to play together. Third, the article pushes 1. Topic selection of article push process and reference (1). Hot topics and user issues. A good topic should be useful, relevant to readers and attract their attention. (2) material selection. Dry goods, emotional articles, topic articles. (3) editing. Title, cover picture, text, head and tail picture. (4) push. (5) Data analysis. Mainly observe the reading volume of articles within 1 hour after push. 2. Content and typesetting (1) title of the article. Types: exclamatory sentences, declarative sentences, interrogative sentences, numbers and celebrity blessings. Elements: arouse curiosity, be simple and rude, subvert common sense, express emotions, be relevant to readers and be useful to readers. (2) article operation. A good article should have six elements: * * singing, forcing, storytelling, chicken soup, knowledge and political correctness. Four elements: anti-common sense, knowledge increment, humor and strong emotion. Decompose the topic and find the angle; Ask questions and give counterexamples; Constantly reward readers; Reliable source (3) editing. You can use the editor that comes with WeChat official account background, but it doesn't have many functions. You can bind online editing platforms, such as Xiu Mi, 135 typesetting machine, I typesetting, etc. Now edit the article on the typesetting machine, and then synchronize it to the official account of WeChat. 4. What is the experience of operating a personal official WeChat account? When the pen falls on the paper, the most common keywords that can be thought of are: tired, lack of time, a lot to know, strong ability to learn quickly, and persistence enough to find light in dim light ... The biggest feeling of being an official WeChat account is tired, really tired: Do you want to think about the business strategy of the official WeChat account? Should the contents of the official WeChat account be collected, typeset, written and published? Do you want to collect the materials in the article? Do you want to analyze the data performance after the release and constantly optimize and adjust it? ..... these are enough to spend most of the time and energy in a day. Tiredness is the norm. If we want to ensure quality and do our daily work well, time is often not enough. To operate a personal official WeChat account, you are a new media editor+design+promotion+handyman. Choosing this starting line is actually not much different from choosing to start your own business. The gun went off, and if you want to run far, you need more learning ability besides persistence day after day. Whoever has strong learning ability and quick adjustment and response speed may gain more.