Don't! ! ! New media operation is far from as simple as you think! ! !
Watching their chat reminds me of the scene of my new media operation in into the pit at that time. How similar it is, I am excited and longing for it.
Therefore, I think it is necessary for me to say that novices should take warning from the common misunderstandings of new media, friends! ! !
Pick three points:
1, Myth 1: New media operation is more than just writing articles and replying to fans.
2. Myth 2: There is a big gap in the operation of new media, and interviews can be successful without foundation.
3. Myth 3: New media operation is a chore, and the work is messy.
These three points are the main misunderstandings, which can just explain what new media is, whether zero foundation can really join the new media operation, and the positioning and personal development prospects of the new media operation department. I think reading this answer may help you have a clearer understanding of new media and its operation.
First of all, it is really the daily work of new media people to write articles and reply to fans. But that's it? Obviously not. A qualified operation foundation is to master the background operation mode of major new media platforms, and have a keen sense of the Internet, coupled with users' research ability, editing ability, typesetting ability, copywriting ability, design ability, marketing planning ability, communication and business cooperation ability ... New media operation is indeed a wide-ranging work, thanks to the rapid development of technology and the emergence of a large number of SASS tools and operating software.
What are the specific manifestations of these abilities in daily work?
Write articles, dry goods articles, story-telling articles, and sorting out resources articles. One purpose of writing an article is to attract people, what is the most important! Title! In the era of fragmented reading, a large number of articles and video advertisements are all around people, 3 seconds! One determines the longest time that users can click on your article or video, and what they can watch in 3 seconds, only the title. This is why the "title party" is now bullying. UC browser is full of "shocking" titles and has become a hilarious stalk on the Internet. From another point of view, this does not better represent the importance of the title, otherwise why it is so popular after so long.
"Two men fought over a bowl of noodles."
"Shocked! ! ! Two people fought in the street, actually for the sake of ... "
It is clear at a glance which is more attractive. Of course, the title does not match the content, and it is wrong to tempt readers to click. Many platforms have punished this behavior, which also proves the "shocking body" and "title party" from the side.
Besides writing articles, there are also videos. In recent years, there has been a fire in Tik Tok, and there is no need for major companies to give up this treasure. Therefore, there is a great demand for "Tik Tok surgery" in the surgical market. Others include planning activities, annual lottery, giving back to old customers and so on. Business pushing each other, finding the relevant big V for traffic replacement, or directly letting them "just eat" are all operational work. Responding to fans, forming a fan/user community, keeping the group active and increasing the conversion rate of group members' fees are also operational tasks.
Of course, new media operation is a general concept. According to the platform you operate, it can be divided into Zhihu operation, Weibo operation and Tik Tok operation. The service object is subdivided into user operation, community operation, product operation and so on.
New media operations, even Internet operations, are labeled in the eyes of many people. There are mainly two categories: "low threshold" and "zero foundation". In the final analysis, the two are still the same. It is true that when an industry just comes out, there will be a large number of people shortage. A large number of people shortage will lead to the original industry being unused and hiring people from other industries. As long as you are interested and know how to operate, you should start working first, and then someone will teach you how to do it slowly, but this was three or five years ago! !
Friends, the year 2020 is already half over! !
Is there still a shortage of people for new media operations now? Lack! But what is lacking is good operation, vision, ability and technical operation. Is there a shortage of people for ordinary operation? It is also lacking. Now normal companies want to expand their influence or increase sales channels, and they will not give up this big platform online. If the platform wants to promote itself, it needs to operate. Therefore, operation is a normal industry, and there are obvious promotion channels: basic new media operation assistant-new media operation-operation director-operation director. It depends on whether you choose to continue to take on bigger projects or find someone to cooperate as a partner. A clear promotion route will make you not confused and immersed in the question of whether the operation has a future.
Therefore, in the case of more and more operating employees, you can't get an offer on a zero basis unless the leader of the company is your relative.
As long as you are not blind, everyone knows how to choose between a small white with no skills and no experience and an old white with skills and experience.
The above are the recruitment requirements for a website's new media operation, and it is clear what abilities you need!
Zhihu is also full of answers about switching from zero-based to new media operation. If you look carefully, you will find that everyone is talking about switching from zero-based to new media operations, not zero-based job-hunting new media operations. People spend a long time studying before job interviews. Of course, many posts are marketing soft articles of those training institutions, but the knowledge shared by others is useful. Different people have different views on whether to apply for training institutions. It depends on your actual situation. Just talk about knowledge. In fact, the majority of netizens in training institutions have arrangements, and the knowledge points are all * * *.
Having said that, I have to mention the positioning of the operation department. Because this department can run through the enterprise market, R&D, marketing, sales and after-sales, it is ridiculed that anyone in the operation department goes to any meeting.
What is the focus of operational work? Attract users or transform to improve life? Both, but most of them are like this, or in general, in the final analysis, it depends on the company's strategic goals.
As mentioned earlier, the operation runs through the market, research and development, marketing, sales and after-sales, so it depends on which point the company focuses on and where the operation department is.
The strategic purpose of the company is to promote the company, promote the brand or simply promote a product. Everything in the operation will be carried out around publicity, such as writing articles, promoting, advertising, establishing brand terms and so on.
If the company's strategic goal is R&D, then the operation department should keep close contact with the product department, and the operators should undertake user research, product function research, product online activities planning, AB testing, and product feedback processing.
If the company's strategic goal for the operation department is marketing, then the operation department and the sales department are closely linked. A brother who eats in a pot may of course compete with each other for the meat in the pot. At this time, operators need to do market research, formulate marketing strategies, master sales skills, and even become community operations and e-commerce operations.
Therefore, operation is actually a big department with a bigger framework. Every normal department needs an operation team, or conversely, the operation department can be divided into marketing team, sales team, R&D team, etc ... In the past, the work of dealing with people was offline, so the departmental structure of classic companies was offline. Now it's more online. It is the choice of major companies whether to merge into various departments or to establish a new operation department to cooperate with various departments.
Therefore, the operation in the company looks very complicated, and everything is one-sided, mainly depending on how each company locates its operation department.
The above is a common misunderstanding of personal cognition, just a family statement.
Image source network, invasion and deletion.