The new media operation is a series of operation means of product promotion, promotion and product marketing by means of modern mobile Internet and using emerging media platform tools such as WeChat, Weibo and Post Bar.
By planning brand-related high-quality and high-communication content and online activities, we can push news widely or accurately to customers, improve participation and popularity, so as to make full use of the fan economy and achieve corresponding marketing purposes. Media is an important means to inherit human civilization and promote social and economic development. It has narrowed the distance between people and broadened the field of communication between people.
With the rapid development of science and technology, new media, as a new media form, have sprung up like mushrooms after rain. With its openness, indulgence, ubiquity and heroic expression, it broke the monopoly of traditional media (newspapers, television, radio, etc.). ) about information. Extended data:
Job responsibilities of new media operation: 1. According to the needs of the project, plan and formulate the operation strategies of new media such as WeChat and Weibo, and plan and implement promotion activities; 2. Set goals and tasks, complete KPI assessment through activities, communities, article content, etc., and build effective operational means to enhance user activity; 3. Have certain data analysis ability, extract data reports, analyze the promotion effect and optimize it; 4. Participate in the marketing planning and promotion of the company's overall brand and products; 5. Be responsible for external public relations, expand and maintain the network of external media resources, establish long-term friendly relations with KOL, and establish media files.
Requirements: 1, bachelor degree or above in Chinese department or journalism and communication related major; 2. More than 3 years writing experience in new media (Weibo, WeChat, etc.). ), familiar with network expression; 3. Excellent text editing and creative ability, able to independently complete the original content manuscript writing and pseudo original content editing; 4. Be good at thinking from the user's point of view and writing words to solve the user's pain points; 5. Good at capturing hot events and topics on the Internet, highly sensitive to online language, active in thinking, innovative and challenging; 6. I often hang out in various Internet forums/communities such as friends circle, Zhihu, Weibo, Tianya and Douban. I have strong copywriting planning ability, and can be creative for social topics; 7. Experience in copywriting in advertising companies or media (from media or large-scale) is preferred. 8. Love the Internet industry, be brave in innovation, have a wide range of knowledge, be active in thinking, have excellent creativity, be able to quickly respond to hot topics in society and industry, and have a deep understanding and experience in integrated communication, news communication, activities and event management. Baidu Encyclopedia-new media operation (product operation means).
What is new media? How does the new media work?
First, new media is a form of digital media.
Including all digital traditional media, online media, mobile media, digital TV, digital newspapers and magazines. Second, the new media operation mode is a series of operation means of product promotion, promotion and product marketing by means of modern mobile Internet and emerging media platform tools such as WeChat, Weibo and Post Bar.
By planning brand-related high-quality and high-communication content and online activities, we can push news widely or accurately to customers, improve participation and popularity, so as to make full use of the fan economy and achieve corresponding marketing purposes. New media can quickly attract a large number of readers in a short time, which is inseparable from its grassroots characteristics, making "everyone is a news disseminator" a reality.
It is precisely because of this feature that new media has gradually changed people's concepts and even lifestyles. This new way has opened up a new field of society, inspired the grassroots groups who have been "silent" and awakened their demands and rights to participate in the social process in person.
This is also the most fundamental and important force for the rapid rise of new media to promote social progress. Baidu encyclopedia new media.
What does the new media operation do?
1. What kind of new media operation do you belong to?
New media operation is a post brought by the development of Internet, but more and more traditional companies around us have joined this post. To understand the development prospects, it is better to look at the new media operation characteristics of traditional companies and Internet companies respectively.
Traditional company characteristics
Usually, one person is the whole department. Behind the fact is that the company will not invest a lot of resources in this position.
② Most responsibilities are defined as: sucking powder, chasing hot spots, seeking attention and exposure.
(3) It is usually required to have a big idea and a beautiful writing style, preferably a handy paragraph hand.
④ A HR corrected me seriously: The new media is "Weibo, WeChat!"
⑤ Turn the official WeChat account into an advertising space that is "too difficult to have friends".
Writing here, I suddenly heard people from traditional companies say, "We are not like this, and we will not take the blame." Simply put, this division is only explained by the overall trend deviation, and there is no absolute. Of course, there are also traditional companies that want to transform the Internet, and their performance in new media directly kills some Internet companies that cheat people by brushing data everywhere.
Characteristics of Internet companies
(1) The post has its own department, usually the operation department, not an independent individual.
② Weibo and WeChat are just a branch of new media channels.
③ The company invests more manpower and financial resources in the post.
4 Performance appraisal is not limited to exposure, but also includes retention, transformation, active fans and so on.
It can be seen from the characteristics of the post that the new media operation has a wider scope of work in Internet companies, and a wide scope means more opportunities, and more opportunities means greater value.
What are the responsibilities of the new media operation post?
-About new media and job responsibilities. First of all, you need to know what new media is and what new media work should do. In fact, just search on various recruitment websites. If you know the job responsibilities, you will know. At present, the mainstream platforms of new media include: the mainstream: WeChat/Weibo/Baijia/Headline/Big Fish and other information categories: a little information/Gale/Netease and other audio stations: Himalayan/Dragonfly FM/ Litchi and other short videos: Tik Tok/ Beauty Shooting/Second Shooting/Watermelon Video and other community portals: Zhihu/Douban/Post Bar/Simple Books and other fields: Little Red Book/Tao Wei and so on. Some may be based on the official WeChat account, and some may require you to operate Tik Tok, and even have a certain understanding of video shooting, scripts and editing. If you do channel promotion, it may involve many platforms.
So in the learning process, you can try to post, promote and answer questions on these platforms. You need to understand the platform mechanism, know how to do it, how to send it without being deleted, how to write it, what to write to get more recommendations, and so on. How to write SEO articles and how to optimize keywords are all things that need to be tried and summarized. And if you can raise an active tuba with a lot of fans on a certain platform, it will be very helpful for you to find related jobs in the future.
-the slogans of "content first" and "content is king" have been shouting, so copywriting ability is always mentioned. Some people may feel that their writing is not good when they hear the copy, and the copy is definitely not good.
In fact, copywriting mainly examines your sensitivity to the market and expresses it in copywriting, and this sensitivity can be obtained through exercise. So don't be afraid to write a copy.
Interested friends can pay attention to the official account of "Mao Rabbit" WeChat and reply to "Copywriting" to get a copy package ~ 2. Data analysis ability In a standardized Internet company, leaders will never clap their heads to make decisions, and everything is based on data. Data thinking should run through all aspects of work.
How do you know what to do next? Need data feedback. I wrote an article and put it in today's headline. The number of readings is only 3K, and the company's average is 6K. You can know that the article you wrote is not effective and you need to adjust the content or copy type.
In addition, you can also look at the number of comments to see if everyone has an emotional resonance with your article; You can also see the user's recognition of you by the number of likes. For example, if you want to apply for funds to test a new project and analyze the data of similar projects in the past, then your superiors can rest assured to grant you funds? In short, new media operations are based on data feedback.
And the foundation of all this is your data analysis ability.
What is new media operation? What's the use? -sogou, ask.
What is new media operation?
New media:
The media of new media content dissemination are mainly pictures, words, voices and videos. Of course, the concept of new media is relative to traditional media such as newspapers, radio and television, and is not limited to WeChat or Weibo. New media has a slightly formal definition. Wang Bin, secretary-general of the New Media Industry Alliance, said: "New media is an innovative media based on digital information technology and characterized by interactive communication." For example, the live broadcast platforms in everyone's mobile phones, such as Yingke, Aauto Quicker, YY, Himalayan, and Today's Headlines, are all new media platforms.
New media operation:
1. Do (edit) the content. The content is divided into words, pictures, videos and audio.
2. Do activities (activity planning). Take chestnuts for example. No matter which platform or software, the development company will provide our operators with many plug-ins to support activities, such as voting, answering questions, lottery and so on.
3. User operation. The previous content and activities are all aimed at serving users, guiding activists, mobilizing wait-and-see elements and capturing probability users. As an operation, to be good at user operation, it is very important to be able to chat and be an image person, which can be funny or knowledgeable. Only when there is an image and the image is prominent enough can it be remembered by users.
4. promotion. Roughly these categories.
Advertising promotion: online and offline can reach the user's place for promotion.
Activity planning: activity powder absorption is a relatively benign way.
Big promotion: find KOL (in short, big v) that is more in line with your own user group to promote powder absorption.
Fan community: gather a group of users to provide services and value.
Mutual promotion: Cooperation between official WeChat accounts can be achieved through some activities and content linkage.
Push: In short, hand out leaflets.
What's the use? Sell products, do word of mouth.
What is the operation of new media?
One means the promotion of the media, and the other means the management and development of the media.
1. According to the company's product strategy, plan and promote the company's business strategy, coordinate the implementation of all departments of the company, and realize the company's business objectives; 2. Establish and improve the systems and business processes related to daily operations, and establish a standardized and efficient operation management system;
3. Plan, promote, organize and coordinate the company's major operation plans, track market development and adjust strategies;
4. Formulate the strategic development and business plan of the operation department, coordinate all work, and build and develop an excellent operation team;
5. Formulate business indicators and annual customer development plans to promote and ensure the smooth completion of business indicators;