What is the new media operation matrix?

In today's information fragmentation era, we learn to read more information with scattered content than before through online media. It is very difficult for enterprises to spread their own brands through a single new media platform. Therefore, if we want to make rational use of the new media platform and maximize its value, we need to establish a good "new media matrix" to achieve the effect of 1+1≥2. So, what is the "new media matrix"? What's the role? Today, Mao Rabbit will take you to know about the new media matrix and discuss the operation method of the new media matrix of enterprises. What is a new media matrix To build a new media matrix, we must first understand what the matrix is. "Matrix" was originally a mathematical concept, referring to a set of complex numbers and real numbers arranged in a rectangular array. At present, there is no unified definition of new media matrix in the industry. At present, most people tend to define it as a combination of various new media channels that can reach the target group. There are two types of matrices: horizontal matrix and vertical matrix. 1. Horizontal Matrix Horizontal matrix refers to the layout of an enterprise on all-media platforms, including its own App, websites and various new media platforms such as WeChat, Weibo, Today Headline, Sohu.com, Penguin, etc. It can also be called external matrix. 2. Vertical matrix Vertical matrix mainly refers to the ecological layout of an enterprise on a certain media platform, which is the in-depth layout of its product lines, and can also be called internal matrix. These platforms are generally big platforms, such as WeChat. Subscription number, service number, community, personal number and applet can be laid out on WeChat platform. Why should enterprises create a new media matrix? 1. Diversification of content Each platform has its own unique content style. For example, WeChat official account mainly focuses on graphics and texts, Weibo mainly focuses on short state with photos within 14 words, and Tik Tok mainly focuses on videos of 15 seconds to 1 minute. Enterprises establishing accounts on multiple platforms can diversify the content forms and attract different audiences. For example, * * * Youth League Central Committee settled in bilibili, which gathered after , and released original videos to attract the attention of these young users, who can post barrage comments. 2. Enterprises with diversified risks are concentrated on a certain platform. If there is a "black swan incident" unfortunately, for example, it will be abandoned. In June 217, tubas including "Poisonous Tongue Movie" and "Caring for the Eight Diagrams Growth Association" were permanently banned. Before that, "Poisonous Tongue Movie" made related apps to guide fans to the new platform in time, so the influence of the title was reduced. The establishment of matrix is also a reliable solution in the case of fluctuation and uncertainty mentioned by nassim nicholas taleb in his book Anti-Fragility. 3. After the matrix is established, the products and tonality of different platforms can complement each other. In order to get more traffic and greater exposure, enterprises need more platforms to publicize and promote platforms and products from the media. At present, the birth of many new media platforms provides a good opportunity for enterprises. According to the requirements of different platforms, enterprises apply to settle in, from easy to difficult, and gradually build a new media matrix network, so as to obtain more traffic and greater exposure. Case: Dr. Lilac 4. The whole network marketing that enterprises must take is the abbreviation of the whole network integrated marketing, which refers to a new marketing model integrating a series of e-commerce contents such as product planning, product development, website construction, website operation, brand promotion and product distribution. It is a marketing model integrating traditional network, mobile Internet and PC Internet. The advantages of integrated marketing of the whole network are: enhancing brand image, standardizing sales market, promoting overall sales, solving offline sales bottleneck, improving customer service system and sorting out distribution channels. Although the resources, funds and personnel invested by each enterprise are different, and the marketing efforts are also different, for most enterprises that pay more attention to brand awareness, the whole network marketing is their inevitable goal. How to create a new media matrix? 1. Differentiated operation Different platforms have different deep cultivation directions, and the content expression of the same brand on different platforms will be different in ways. For example, WeChat: Through WeChat official account, businesses can realize all-round communication and interaction with words, pictures, voices and videos of specific groups on a trusted platform. Formed a mainstream online and offline WeChat interactive marketing method; Weibo: Find something new anytime, anywhere! Weibo takes you to appreciate every wonderful moment in the world and understand every behind-the-scenes story; Zhihu: If there is a problem, go to Zhihu. Zhihu is a reliable Q&A community, with the mission of making everyone get reliable answers efficiently and connecting users from all walks of life. Users share each other's knowledge, experience and opinions; Tik Tok: Vibrato short video, a short video sharing platform designed to help mass users express themselves and record a better life! Therefore, in different platforms, we must have a clear control over the content to be expressed, the process of activities and the process of each link, and the content expression in different platforms must be different, so as to establish a good operation and management route and a reasonable and orderly new media matrix. 2. From the perspective of content, from the perspective of commercial value, we can attract the attention of some audiences and bring traffic through some social marketing methods by using new media. However, it is not easy to find loyal users of your own brand and establish a brand community in the vast sea of people. Besides your content is attractive enough to others, you also need more accurate communication methods to promote and publicize your product information. Therefore, in the content operation of new media, we should be the promotion idea of light products and heavy communication. Spread the dough wide enough first, and then show the user's demands with a variety of different scenes, causing * * * sounds, strengthening the serial memory of the target users and improving the brand goodwill. 3, hot spots In today's new media era, people will instinctively reject praise words. The popular grandstanding at the beginning will not win respect now, and exaggerating strange talk will only be resisted. On the contrary, when the product has a continuation of style, the product and marketing are integrated into a story, a scene or a plot, which brings more and more traffic. In other words, it is a very practical and efficient practice to rub hot spots, package the latest focus topics according to brand attributes, and increase the exposure of enterprises by taking advantage of the situation. And an excellent operation can always combine the brand attribute of its own enterprise with the content of hot events, and use people's attention to hot events to form an opportunity marketing. However, it should be noted that hot spots are hot spots because they have strong timeliness. Operators of enterprise new media need to capture the current hot information in time and do not stir up cold rice. 4. Providing services The new media platform of the enterprise needs to provide some services that are practical and beneficial to users to increase attention, and it can also help you establish a good interactive link with users. In fact, most corporate players will ignore the establishment of a points system on their new media platform. Don't underestimate it, it is an artifact to cultivate users' stickiness and loyalty. It can help you gather a large number of fans and brand identity, rely on profit-driven or use the vanity of users to accumulate points and improve grades, so that users have a sense of belonging. Original author/public number: the copyright of Maotu belongs to the author. This site is authorized to forward commercial reprints according to CC agreement. Please contact the author for authorization. For non-commercial reprints, please indicate the source. Contact: [operational details] Editor.