If you want to work in Internet operations across industries, which operation position is better to start with?

In 2017, I switched from a traditional salesperson to Internet operations, and now I am an operations veteran with nearly 2 years of work experience. The work content includes user operations, community operations, and new media operations. I have done it more or less and been exposed to it.

The question in question was also a difficult problem I encountered when I decided to change careers. At that time, I was confused and entangled to the point of blistering at the corners of my mouth. I tortured my soul countless times: Which position has the best prospects? Which position is suitable for me? If you are new to the industry, which position is the best to start in?

Although I realized later that I was too young and too naive.

As a novice with zero experience, the top priority is how to get the company to hire you, instead of choosing a position based on sentimentality. What a painful realization! Another thing is that after working, I realized that there is not much meaning in focusing on specific positions. Although the operation positions are different, the underlying thinking and some professional skills are common, and some of the things they do are more or less overlapping, so Later, if you find that you are more interested in an operations position, you can transfer to another position. Of course, the premise is that you have to join the job.

I’m going to go too far, and let me talk about my own solution, which is roughly like this:

If so, please choose your favorite position. Interest and enthusiasm are part of doing a good job. Big power. If not, please skip to step 2.

How to find a position that suits you? I have 3 very useful experiences to share with you:

The screenshots are from Lagou.com, which cover the operation positions with high recruitment demand in the market today. Of course, there are other operation positions that are not reflected.

People are dazzled by the classification of operations, but in the final analysis, the criteria for classification are the differences in work objects and work content. It’s easy to understand. For example, in user operations, you can tell at a glance that this position deals with independent individuals; in content operations, you deal with graphics, text, audio and video; in product operations, you may need to make the company’s products become better through your work. More popular with users.

Let me give you a few operational positions that I know well and talk about what they do.

a User Operation

Work goals: user retention and word-of-mouth communication. User operation work needs to allow users to find a sense of belonging.

For example, the user operation of a company that provides e-commerce training needs to communicate with users and understand user training needs - learn to plan promotional activities or learn to package goods? Increase conversions or attract new customers? Then find corresponding solutions and provide services based on user needs.

Required skills: user screening, user communication, reward mechanism, data analysis, community operation

ps:

User retention refers to users Keep using your product.

Word-of-mouth communication means that after users use your product and meet their needs, they voluntarily promote your product to achieve the effect of word-of-mouth communication.

b Content Operation

Work goal: to increase revenue and reduce expenditure through the quantity + quality of content.

For example, the content operation of Ximalaya may involve discovering audio content that users like and are willing to consume, and through packaging and promotion, the audio can exert greater value.

Required skills: content production, content evaluation, mobilizing users to produce content, external cooperation, data analysis, user feedback

ps:

Open source, yes Refers to attracting users’ attention through the quantity of content.

Throttling refers to allowing users to continue to consume product content through content quality, making users sticky to the product.

Content sensitivity is a core skill of content operation. When you are very sensitive to content, you know what kind of content should be produced for dissemination; you also know how to mobilize users to make good content and help you complete it. KPIs for producing content.

Content operations need to think about what rules should be used to mobilize users to generate content; because when a product can mobilize users to generate content, thousands of pieces of content will emerge, which greatly satisfies users. The demand for new content is the fundamental solution to the problem.

c Community Operation

Work goal: improve community retention + UGC (referring to user-generated content, if you are interested, you can also search PGC on Baidu), which needs to be based on the target users of the product. Establish mechanisms and organize activities based on interests to promote users' activity in the community.

Some Internet products will provide users with a place and a community to discuss and find the information they want. The community represents a city, and community operations are the planners and builders of the city.

Required skills: formulation of community rules, organizing and planning community activities, user communication, and formulation of incentive mechanisms

ps:

User communication is the key to community The basis of operational work, when you know the users very well, it is possible to design relevant community rules, activities and content. These tasks are all based on user communication.

Community mechanism, the mechanism of designing a community is equivalent to any city needing a rule. When more and more users come to your city, the mechanism will tell them what to do, and the incentive mechanism will encourage users. Do the behavior you want him to do. These mechanisms are good for users, good for product content, and good for promoting products. These mechanisms will help you save a lot of human work.

d Product Operations

Work goal: Continuously provide feedback to the product manager on the results of user experience and product function testing.

Required skills: collection of user feedback, data analysis, and clarifying user behavior flow.

ps:

The results of product function testing refer to the fact that operators first artificially provide a service to users. When many people think this service is very good, they can This service becomes a function, and this newly launched function is produced based on user feedback.

User feedback and user behavior flow, one is through data, the other is through communication, to provide product managers with product feedback. The data will tell the product operation how many times users click on different pages and which page users prefer. User feedback is also important because a lot of information cannot be conveyed to us directly through data.

e New Media Operations

Work objectives: Use new media channels to publish new media content, such as graphic messages, audio and video, to attract new customers, promote activity and convert the company.

Required skills: copywriting skills, data analysis, user thinking

ps:

New media refers to some new media channels, such as Zhihu and Weibo , WeChat, Toutiao, etc., it is a collective name for such channels.

User thinking refers to creating content from the perspective of users.

Recruiting refers to bringing new users to the company or its products

Promotion refers to activating the original old users and letting them pay attention to the product again

Conversion, you can simply understand it as paid purchase

Like category operations, business operations, I won’t go into details about online store operations since I haven’t actually done it myself, but it’s pretty easy to understand. You can follow the above routine to dismantle it, or you can do the same as me and take a look at Waranshi.com’s Internet job literacy course to learn more. It's all more systematic.

This is used to determine which position we are more suitable for.

a If you want to be an Internet operator, it would be great if you belong to this type of person: not introverted, good online sense, strong communication skills, flexible and adaptable, good at dealing with people, high emotional intelligence, and have Data awareness.

b If you are not against writing, or even like to be good at writing, like taking photos and retouching pictures, new media operation will be very suitable for you

c If you are sensitive to data, good at organizing, Analyzing data, product operations, and data operations can help you develop your strengths

d If you like to interact with people, have experience in planning and organizing activities, and have organizational and coordination skills, you can consider user operations and community operations

e If you have a content obsession, understand the public’s preferences, know how to appreciate and distinguish good content, and like to read, listen, and watch, you can work as a content operator

f You can look at various The work content of the operation position, then look at your own characteristics and preferences, and screen out a position that suits you

a Go back to steps 1-3 to find your favorite position. At this point, you The problem has been solved - which operational position to start with.

b If you are still unsure and cannot find the position you like, please go to step 5.

There are indeed such people. Well, I am this kind of person. I am emotionally numb and have a tangled personality. I am not sure what I really like and love. I think everything is good and everything is fine. , no opinion, no point of view, no choice...

Based on my more than 2 years of workplace experience, I recommend you to do new media operations. This is not an irresponsible recommendation, because action is better than anything else. It’s much better to do nothing. If you don’t do anything, you will always be in the same place. Just do it. Besides, you can choose a position first and just use it as a tool, a tool for you to enter the industry. After entering the industry, you can Get in touch with the operation work in depth, and you will more scientifically find the specific type of work you are suitable for.

Why is it new media operation? The reasons are as follows:

a You must choose a position that is close to money. New media operation is such a position. Generally speaking, the closer the job is to money, the more important it is (whether it’s spending money or making money), and the more money you can make. Why? Because new media operations must not only cover operational work, but also involve market work, that is, bringing new users to the company, converting new users into active users, and even directly promoting payment from new users. This is for The company makes money, but if it has the ability to make money, is it worried that it has no future?

b Novices in new media operations can grow rapidly in a short period of time. Because new media operation is an all-rounder, because its work content involves being able to write, have aesthetics (such as typesetting, matching pictures), interacting with fans, organizing and planning interactions, and analyzing data. There are so many skills and things that you are exposed to. There are so many things that it is difficult not to grow, but the more things you know, the more valuable you are as a person, the more competitive you are in the job market, and you will not be easily eliminated.

c New media operation is a centralized position that can pave the way for your longer-term career development and has many benefits. It can contact products at the top (you need to understand product characteristics to create content and communicate with users), and contact users at the bottom. To put it simply, you can have access to the main modules of the Internet industry.

In this way, you will have a relatively comprehensive understanding of the entire industry, and you will have the advantage of experience and experience when you are promoted to management in the future.

It also allows you to have a clearer career plan in this industry. At that time, you can choose a more detailed career development direction based on your hobbies and expertise and delve deeper.