New media operation refers to the use of self-media platforms such as WeChat Weibo for brand promotion and product marketing; Plan brand-related, high-quality and highly disseminated content and online activities.
What are the responsibilities of the new media operation post?
According to the job requirements of major recruitment websites, Damei summarized the following seven new job responsibilities for media operation:
1, responsible for the daily operation and promotion of mobile Internet from media platforms (mainly WeChat, Weibo and mobile terminals);
2. Be responsible for independently operating the official WeChat account and planning and providing high-quality and highly disseminated content for fans;
3. Responsible for planning and implementing the daily activities and tracking and maintenance of the WeChat marketing line, and sending all kinds of WeChat content according to the project;
4. Responsible for increasing the number of fans, improving their attention and activity, and interacting with fans in time;
5. Excavate and analyze users' habits, emotions and experiences, grasp news hotspots in time, and efficiently complete special planning activities;
6. Keep up with the development trend of WeChat, pay extensive attention to the official account of benchmark WeChat, and actively explore the operation mode of WeChat;
7. Fully understand user needs, collect user feedback, and analyze user behaviors and needs.
What do new media operations need to do?
1. Content operation
There is no so-called bonus period now. A small interaction can survive in this new media circle without a little cleverness, such as a sharp starting point. Now is the time to fight for real ability and strength, and the most basic embodiment of strength is content.
Recently, some friends with ideas chatted with me and said they wanted to be the official WeChat account. My first sentence is recognition and encouragement, and my second sentence must be exhortation. If you can produce good content, as long as you stick to it, you will definitely go on. However, it is difficult to continuously produce good content.
Therefore, content has become a problem that must be solved in the operation of new media.
Formally divided into: text, pictures (moving pictures and still pictures), audio and video. Now you can recall that there are basically n large sizes for each field.
The specific content of how to do it well will not be expanded today. Here is a chestnut to talk about how to do it from another angle.
For example, an official WeChat account for cooking food assumes that most people who like food are girls, which is actually the case. Haha, the content must be done around girls and food, and the general content output is such an idea. However, at this time, is it possible to change the angle? Everyone's affairs are multifaceted, for example, everyone's needs are multifaceted.
Whether it is a girl or a gourmet, you can use the "nine-square grid method" to divergent thinking. Please see the picture below:
The user is a girl and the theme is food. Can any combination of the above two pictures give birth to countless content entry points, such as: small fresh meat chef, diet nutritious meal, skin care ingredients, and each point can be divergent?
2. Active operation
This activity can be understood as interaction, operating official WeChat account, Weibo or other platforms. No matter which platform or software, the development company provides many plug-ins for our operators to support activities, such as voting, answering questions, lottery and so on.
Then we should do a good job in an activity, which needs to be attractive enough, popularized enough, and designed with wonderful communication. Many friends may be very upset. I can't think of so many activities and I don't know what to do. In fact, the easiest way is to "copy".
Let's take "gourmets" as an example. If someone else does the goddess competition, we can do the chef competition. If someone else makes a prize-winning composition, we can name a dish. If someone else holds an offline meeting, we can make an appointment for dinner directly.
Now everyone is talking about the fish pond theory. How do fish survive in stagnant water? The same is true for new media platforms. It must be alive. Only by holding regular activities can users feel that this platform is alive and have been working hard. I didn't participate in one activity, and I didn't participate in two activities. If I persist in doing it, it will definitely have an effect.
3. User operation
Then the above activities will definitely have an effect. In fact, users usually fall into the following categories:
Enthusiasm: basically, he does everything, comments and praises every time, participates in every activity and makes suggestions on his own initiative.
Calm wait and see: low-frequency interaction, not taking off, is silent attention.
Probabilistic user: This is the most uncontrollable. I may have paid attention to it, but it will open occasionally, or it may be an accident.
Peer: Now the proportion of peers is also very high, but these users can basically be ignored, because you should do well whether he is here or not.
Dead powder: That's dead powder.
The two points mentioned above, content and activities are for users. We constantly change the theme, track hot spots and change the form to meet the tastes of different users as much as possible. We constantly organize interactions and plan activities to guide activists, mobilize calm and wait-and-see users, and capture as many probability users as possible.
The new media people mentioned here should be good at user operation. In fact, they mainly chat. Isn't there a Taobao shop owner who was very popular some time ago? He just uses personalized user operation to add points to his "service", create differentiation, increase communication points and improve user stickiness. Whether you are coquettish or full of knowledge, it is not enough to be an image person in short. Seriously is not necessarily an image, only an image can make people remember.
In addition to chatting, we should learn to analyze and manage users and label them, which is a common means to facilitate grouping, accurate management and push, and occasionally do user surveys, question-and-answer interactions and chats. In fact, they are all doing user analysis and management.
I admit, this point is a bit of a title party, because everyone is concerned about this topic, how to increase powder, how to promote it, how to improve reading and so on.
In my opinion, good content is promotion, good activities are promotion, and accompanying users is actually promotion, not just that you have to spend money on advertising.
Thus, promotion is of course a necessary skill for new media practitioners.
Finally, the intimate Damei added some questions that may be your greatest concern. How much money can you make as a new media?
In fact, the operation of new media is just like Taobao. Sellers who insist on two or three years in the early days have a normal annual income of tens of millions. If you are a self-employed new media e-commerce, there is no salary data worthy of reference.
Operating post salary data
At present, the average salary of the industry operating this position is around 8 K.
I believe that people who see this figure are worried. Is it this high? In fact, when you look back and think about the time you entered this industry, you will feel relieved.
Observation of salary prospect
This year is 4.69 k; 1-3 years is 7.32 k; 3-5 years is12.33k.
Usually, the probation period is 4K, and there will be a clear salary plan after becoming a full member.
New Media Assistant 5-8K
New media editor 10- 15K
Editor-in-Chief of New Media 20-25K
30,000-50,000 new media directors