Does new media operation have a future?

New media is a large category. It is not just about posting on Weibo or WeChat. It is not just about “what content do I want to create”, but also about “what does my audience want to see?” "Content" involves many aspects, including data, psychological games, taking advantage of hot topics, large-scale resource utilization, media cooperation, topic detonation, and carries more public relations and advertising functions in this era.

For a new media operation model like Durex, the Durex Weibo operation has a creative team of more than 10 people. Behind it is a set of corporate brand culture that has already formed a culture, system and coordinate system. On this basis Invest considerable manpower and material resources in new media caliber design, which is just like UI design. It is always a set of well-reasoned logic, rather than the operation editor patting his head, thinking about how to draw prizes, how to tell jokes, and how to catch hot topics to become popular. account.

For successful new media copywriting cases, you will find that those products that successfully grasp the psychology of users and audiences are nothing more than touching on some of the most basic human emotions, such as emotion, anger, greed, etc. If you have laid the foundation well, you will have copywriting, hot spot control, incitement, execution, connections, and resources. In the new media, why worry about not being able to call the shots?

So, what kind of new media operation do we need:

First, new media operation must have a "network sense". This requires being able to grasp hot spots and be familiar with data analysis, information collection and other abilities. Whether it is pure media or corporate new media, grasping trends is the key. More importantly, you must stick to your own orientation among many trends instead of chasing all trends. Some trends will destroy your values.

Second, integration. For new media operations, the ability to integrate materials and resources must be strong. Integrating materials is very simple. There is so much information, which ones are true and false? Sometimes all you get is a few sentences, a little tip given to you by others. If you want to develop it into an article, you must have the ability to discover connections from the material. It is similar to a detective. After the meaning of multiple reports is connected in series , you will find different values.

Third, literary talent. Everything can be found in the structure and scene of its occurrence. Its existence is logical and its occurrence has a direction. Literary talent serves these internal logics. You cannot just look at the words of the article.

What is the way out for new media operations?

When broken down, there are actually two questions:

First, what is the value of this experience in new media operations?

Second, which direction can it turn?

When I interpret the position of new media operation from the perspective of an Internet practitioner, what I see is "product manager thinking" and "product operation thinking."

When we talk about a qualified new media operation, what are we talking about?

1. Understand the product

Everything is inseparable from the product, and operation without the product is equal to 0. Many students who work in new media operations like to post jokes and chicken soup. This way the data will look good, and forwarding many comments will also be true, but it is meaningless if no one talks about your product.

The first point of new media operation is to understand the product, to what extent? Be familiar with the history of the product and each functional point, understand the user's usage scenarios, know what the most attractive point of the product is for users, be able to quickly locate and solve all the problems raised by users, and even have your own thinking about the product itself, all of which are established In understanding the product.

2. Understand users

Do you still believe the characteristic data reports on the Internet for those born after 1995? OUT, have you ever wondered where this data comes from? The understanding of users is based on long-term contact with users, getting involved with users, and solving user problems.

The Weibo fans and WeChat listeners that new media operators face every day are users. Their emotions, preferences and characteristics are imprinted in their minds through careful observation and repeated verification.

Trying to understand users by reading a few data reports circulating on the Internet is the most unreliable thing. I will tell you that the data I compiled in one night was reported by many mainstream media as news?

3. Understand communication

What is the most popular way to attract fans on Weibo? What method can be used to ignite the circle of friends on WeChat? What are the tips for making H5 pages that everyone is working on Fans are willing to spread. The form has been changing, but the methodology has not. That is the logic of communication, the three elements of tipping point, communication node, and communication form.

So what new media operators should think about is definitely not where the way out is, but what you have done in this position. The focus is on how far you have achieved it in the three dimensions of product, user, and communication. This is This is the value point of the work experience in new media operations. Changing jobs is just a matter of time and process.

After sorting out the work value of new media operations, let’s see where the way is:

Product line:

As I just said, those who do new media operations The first point is to have a sufficient understanding of your own products, and making products is similar. A product manager who makes security products can also be successful if he makes browsers, because he understands products, not just security products.

Understanding products is essentially an understanding of user needs and user scenarios, being with users for a long time, being down-to-earth, and knowing what ordinary users need and like most. At least you understand the users of social products. Features, otherwise how can you work on the two major social platforms Weibo and WeChat?

Convert your usual complaints about Sina Weibo into your product optimization plan. As for writing requirements documents and using Axure to draw product prototypes, these are just formal things and can be learned quickly if someone teaches you. What's more, have you ever done H5 game design? Isn’t this your product experience?

Operation/market line:

New media operation, operating new media channels. Product operations operate products. What if the new media account is regarded as a product? You are both a product manager and a product operation. For product operation lines, new media is often an important carrier.

First of all, I have to say that many companies still need to implement their activities on new media. For companies without user accumulation in their products, new media is an external channel for user operations, such as Xiaomi’s users. Operation channel matrix - Weibo, WeChat, community, MiLiao.

It sounds very simple to say, but it requires careful thinking in practice. I won’t go into details about the market line. In many companies, new media operations belong to the market public relations system, so you should be clear about what the market line usually does. What is converted is just a channel carrier.

It seems to be talking about two job directions in the Internet industry, but it is actually two sets of ways of thinking, which are also applicable to other industries.