108 professional terms for new media operations

Many friends who are new to "new media operations" often feel at a loss when faced with a lot of professional terms. It takes a long time to search online. I was like this at the beginning. So now I spent 2 days to compile such a list specifically for my friends. If you are in need, please like and save it before taking it away ~ Basic traditional media: media using traditional communication methods, including newspapers, radio, television, etc. New media: Digital media form, an online environment where everyone can spread and publish content, including Weibo, Zhihu, Xiaohongshu, etc. Self-media: It is a media form in which the general public publishes information through the Internet. One or all of the three links of collecting, writing, producing, and publishing are completed independently. Omni-media: Based on traditional media, new media, self-media, etc. Includes all current media platforms. Two micro accounts and multiple terminals: refers to many new media platforms such as Weibo, WeChat official account, Douyin, Kuaishou, Toutiao account, Penguin account, Dayu account, Sohu account, Baijia account, Zhihu account, Renmin account, etc. Subscription account: A type of WeChat public account, which mainly provides users with information. Most accounts can only push once a day, with a maximum of 8 messages at a time, which are folded in the "Subscription Account" folder. Service account: A type of WeChat public account, which mainly provides services to users. It can push four times a month, with a maximum of 8 messages each time, which is displayed on the homepage of the chat list. Enterprise WeChat: Enterprise communication and office tools, with the same communication experience as WeChat, rich OA applications, and the ability to connect to the WeChat ecosystem, which can help enterprises connect internally, connect with ecological partners, and connect with consumers. Pain points: Specifically refers to Internet product design, unmet needs that are widely desired. Search engine: A search technology that uses specific strategies to retrieve specific information from the Internet and feeds it back to users based on user needs and a certain algorithm. Keyword: In the SEO industry, special words for the names of products, services or companies that visitors are expected to know about. SNS (Social Networking Services) is a network relationship between individuals, that is, a social networking website (or tool). Typical ones are Weibo, QQ, WeChat, etc. B2B (Business to Business) is a model of information exchange or transaction activities between enterprises through the Internet. For example, China Chemical Network and Alibaba Network. B2C (Business to Customer) business to customer. A business model in which merchants sell products and services directly to consumers. For example, JD.com, Dangdang, etc. Small B-side: A type of B2C, the marketing target is a specific decision-maker in the enterprise. C2C (Customer to Customer) consumer's personal e-commerce behavior. For example, Taobao, Xianyu, etc. O2O (Online to Offline) is a business model from online transactions to offline consumption experience. For example, Dianping, Ele.me, Meituan, etc. Al(ArtificialIntelligence)artificial intelligence. KPI (KeyPerformanceIndicator) key performance indicator. BGM: (BackgroundMusic) background music. Logo: A mark or trademark. Slogan: slogan, slogan. For example, those who make money and have accounts will make money, and traffic can be monetized. 996: refers specifically to the working status of Internet companies, starting at 9 a.m. and leaving get off work at 9 p.m., working six days a week. 007: Refers specifically to more extreme working conditions, from 0:00 to 24:00, seven days a week. 10W: This originally refers to the number of reads of the WeChat public account article. The number of reads is displayed at the end. If it exceeds 100,000, 10W is displayed. IP address (InternetProtocolAddress) refers to the Internet Protocol address. The IP address is a unified address format provided by the IP protocol, which assigns a logical address to every network and every host on the Internet. H5: It is the abbreviation of HTML5. It is not a technology, but a standard. It is a cool small mobile page that can load music and small force paintings, and can be used for display, voting, surveys, registration, etc.

Ul (UserInterface) interface design makes the software personalized, easy to use, and simple to operate. VR (VirtualReality) virtual reality. A computer is used to simulate a virtual environment to give people a sense of immersion in the environment. AR (AugmentedReality) augmented reality. A technology that cleverly blends virtual information with the real world, requiring specific equipment for display. PM (ProductManager) product manager. UX (UserExperience) user experience engineer. Operational MAU (MonthlyActiveUsers) "monthly activity", which is the number of monthly active users, reflects the long-term active users of the product. DAU (DailyActiveUsers) "daily activity", which is the number of daily active users, reflects the short-term user activity of the product. KOL (KeyOpinionLeader) is a key person or key opinion leader, a person who has the right to speak on the two micro and multi-terminal platforms, which is also commonly known as the big VKOC (KeyOpinionConsumer) key opinion consumer, corresponding to KOL. Generally refers to consumers who can influence their friends and fans to produce consumption behavior. Compared with KOL, KOC has fewer fans and less influence. Its advantage is that it is more vertical and cheaper. SEM (SearchEngineMarketing) search engine marketing. SEO (SearchEngineOptimization) search engine optimization. UED (UserExperienceDesign) user experience design. User-centered design philosophy. UV (UnigueVisitor) is an independent visitor, a natural person who accesses a webpage through the Internet, specifically a computer or an account. PV (PageView) page views are usually the main indicator for measuring a website, web page or even a piece of online news. Opening it once is one page view. VM (ViralMarketing) viral marketing is a marketing method that uses the active participation of the public to make every recipient of information become a disseminator of information at the same time, allowing information to spread and spread like a virus. Attracting fans: This is also called attracting fans, using online or offline means to attract fans to pay attention to the account. Promote activity: Use some incentives to increase fan activity and allow them to participate in platform activities more frequently. Retention: Use points or other means to increase platform retention rate. Conversion: The process of turning fans into customers. Retained users: In the Internet industry, users start using an application within a certain period of time. After a period of time, users who continue to use the application are considered retained potential users: they refer to targets that have not become users and need to be explored. crowd. Retention rate: The ratio of retained users to new users at that time is the retention rate. Repurchase rate: Within a period of time, the ratio between the number of users who have repeatedly purchased a product and the number of all users who have purchased the product during that period. Bounce rate: The percentage of visits that leave after visiting only the entrance page (such as the homepage of the website) to the total visits generated. Vertical accounts: Deep cultivation in a certain segmented field, precise audience, and low difficulty in monetization. Fan stickiness: the frequency with which users use a certain platform. The higher the frequency, the higher the user stickiness. Community: specifically refers to WeChat groups, and some also include QQ groups, which are aggregation of netizens with the same characteristics. Circle: Groups with similar interests, hobbies, experiences, etc. Induced sharing: specifically refers to the behavior of forcing or inducing users to share news to their circle of friends through rewards or other means in the operation of the WeChat public platform. Appreciation: Also known as "reward", it is a non-mandatory user payment model. It is generally applied to original articles. The account can set the reward amount by itself. Traffic monetization: Internet traffic realizes cash gains through certain means. Three-paragraph title: New media article titles are generally divided into three paragraphs, that is, three short sentences separated by punctuation. Clickbait: Using thriller titles to attract readers, often the titles are inconsistent with the content. Single check: When authorizing others to reprint your original article, you have two options, one is "You can modify the article when you reprint it", and the other is "You don't need to show the source when you reprint the article." Simply clicking "Can be modified" is a single check mark. Double tick: Refer to the definition of single tick. If both are checked, it is a double tick.

The specific method to use needs to be decided through negotiation between accounts. Kaibai: Open a whitelist for WeChat public accounts and authorize them to repost their original articles. Kaibai Group: A WeChat group formed by new media editors to facilitate the search for reprinted articles. Mutual promotion: Different platforms or accounts post articles to recommend each other. Common examples include mutual promotion at the end of articles, mutual promotion of pictures and texts, mutual promotion after reading the original text, and mutual promotion of messages automatically sent by followers. Review: After the event, comprehensively review the event and summarize experiences and lessons learned. AB testing: quickly test different ideas, get real feedback from users, and then choose the best solution. User portrait: refers to the comprehensive situation of the target user, such as age, gender, region, occupation, income, hobbies, etc. Keyframe (KeyFrame) is the smallest unit of a single image in video production. Stuck point: In video production, the rhythm of the music matches the picture. Reading scenario: refers to the specific environment in which users read, online or offline? At home or at work? Subway or bus? Enterprise matrix: A series of accounts for the same subject established by a certain enterprise or institution, covering two micro-devices and multiple terminals. For example, Xinbang's Xinbang service account, Xinbang subscription account, Xinbang Youzhuan service account, Xinhong service account, Xinbang Youzhuan Zhihu account, etc. Gantt Chart: (GanttChart) is a modular chart that uses color blocks to display the relationship between the project leader, progress and time, and intuitively reflects the progress of project execution. Head effect: refers to the top KOL in the industry, who often receive Xia’s resource tilt. Social currency: Social currency is just like how people use money to buy goods or services. Using social currency can gain more praise and more positive impressions from family, friends and colleagues. Social attributes: One of the attributes of social media, mainly used in interpersonal communication scenarios. Media attributes: Mainly reflected in the instant information delivery of mobile Internet media. Tool attributes: Mainly used in online and offline application scenarios, such as payment, inquiry, etc. Crawler: Also known as web spider, it is a program or technology that automatically crawls Internet information according to certain rules. Friendly links: Also known as website exchange links, it is a simple form of cooperation between websites with certain complementary resource advantages. When crawlers visit, the weight of the website is increased. Advertising/cost CPM (CostPerMille) cost per thousand people. It refers to the average advertising cost required for every thousand people to see an advertisement during the advertising process. CPC (CostPerClick) The cost of one click. Once a user clicks on an ad, the advertiser pays the platform a fee. Keyword bidding generally adopts this model. CPA (CostPerAction) Cost per action, such as download and installation behavior. CPS (CostPerSales) cost per sale, etc. For example, how much does it cost to sell a copy. CPT (CostPerTime) charges advertisements based on duration. CTR (ClickThroughRate) click rate, that is, clicks/views. ROI (ReturnOnInvestment) return on investment. From an e-commerce perspective, ROI = profit from advertising traffic/total advertising investment. CAC (Client Acquisition Cost) refers to the average customer acquisition cost. The calculation formula is: CAV = annual total customer acquisition cost / number of new customers / number of old customers) LTV (lifetime value) user lifetime value. Calculation formula: LTV = P (price) * t (customer payment time) * number of purchases POP (PointOfPurchase) selling point advertising. Banner: Banner or banner ad. Button: Button advertising or icon advertising. PR: soft article promotion. Advertiser: In the WeChat public account, an account with advertising needs. Traffic owner: In the WeChat public account, the account SAAS (Software as a Service) that can accept advertising is software as a service. That is, suppliers provide software services through the Internet, and customers order services according to their needs. PAAS (PlatformasaService) platform as a service. A business model that provides the server platform as a service. For example, Alibaba Cloud and Baidu Cloud.

Content type UGC (UserGeneratedContent) users generate content or generate value. That is, users contribute the most basic content of the platform. PGC (ProfessionalGeneratedContent) specializes in producing content. It can be understood as content produced by full-time editors, including special topics, videos, articles, etc. PUGC (ProfessionalUserGeneratedContent) expert user-generated content, or expert-contributed content. It can be understood as a creation by a big V. OGC (OccupationallyGeneratedContent) is an organization with certain knowledge and professional background that produces content. Evergreen: a topic that never goes out of style. Pseudo-original: expressing similarities with other people’s original content, copying its ideas, and changing its text. It is mainly used for SEO inclusion. Scraping: Tampering and deleting someone else’s original content to make it look completely different, but in fact the most valuable part is still plagiarized. Other product forms such as MCN (MultiChannel Network) multi-channel network unite professional content, and with the strong support of capital, ensure the continuous output of content, thereby ultimately achieving stable commercial realization. Just like celebrities and agents. In the PC era, PR value (PageRank) was a standard used to express the ranking of web pages. The levels were from 0 to 10. It was Google's method for evaluating the "importance" of web pages. LBS (Location Based Services) uses various types of positioning technologies to obtain the current location of the device, and provides information resources and basic services to the positioning device through the Internet. NFC (NearFieldCommunication) short-range wireless communication technology. Devices using NFC technology (such as mobile phones) can transmit data at close range. NB-loT (NarrowBandInternetofThings) narrowband Internet of Things has the characteristics of strong coverage, low power consumption, large connections, and low cost, such as smart meters and shared bicycles, etc., which are typical applications.