What does community operation do? The work content is revealed.

Traditional channels such as e-mail, SMS, telephone, and even official WeChat account are far away from users, and users will easily ignore the information of these very commonly used channels, and the marketing effect may fall far short of expectations. As a result, Internet workers began to seek new media channels to influence users in communities such as WeChat group, QQ group and enterprise WeChat. The results show that the influence of the community far exceeds other channels, and using the community to precipitate users can bring higher quality transformation. Therefore, many companies have begun to require new media operators to operate in the community.

For community operation, most people have the impression of building a group and sending messages. But this is only superficial work, and it is not as simple as everyone thinks to do these two things well.

Next, let me share what we need to do to run the community well.

Systematically speaking, the work of community operation mainly includes:

This is the most basic work of community operation. A qualified community must be maintained. I believe everyone has joined some fan groups, discussion groups, sharing groups and so on. If there is no artificial maintenance, it will soon be screened by various advertising information, and those who can't see it will directly retreat from the group. In the end, this community will become meaningless. Therefore, in order to build a qualified community, it is necessary to maintain the daily operation of the community by artificial means, so that everyone will not reject the places where news is checked, chatted and shared.

In order to implement the specific work, we need:

The next step is user retention. As the name implies, it is to keep our users in our community. So how to retain users? Obviously, we need to improve the activity of the community, and we need the community to make users feel useful. So in this stage of work, our specific work is as follows:

After the above two parts have laid a good foundation, we will do the most important step-user conversion. Through the previous content operation and activity operation, we have established a good relationship with users, so as to get in touch with users more deeply, and then promote users to buy, and finally complete user transformation.

The specific work content of user transformation is:

Community operation seems simple, but there are many mysteries hidden, and each field is different. Newcomers who are new to community operation may be confused about their work content, but to sum up, the work content of community operation is only the above three points: daily operation and maintenance of the community, user retention and user transformation.