Skills and strategies for new media operations!

New media operation concept mind map

Through the following mind map, we know that new media forms serve as carriers, that is, the transmission of information requires a carrier. The carriers can be new Internet media, new mobile media, new digital media, new television media and other new media types. The operation of new media requires operators to have sufficient capabilities, including copywriting ability, planning ability, marketing ability, public relations maintenance ability and analytical ability.

Let’s take the first copywriting skill as an example. Attention-grabbing titles, strict outline logic, clear article ideas, pleasing visual layout, super high-quality illustrations, and fitting music create a resonant writing style. There is also the choice of operating tools. For the currently popular short video category, you must at least have a mobile phone with good photography capabilities, sufficient data traffic, and even some recording equipment. There is an old saying: If you want to do your work well, you must first sharpen your tools.

Tracking and exploring hot events, combining them with high-quality, widely disseminated content related to one's own brand planning to hold a variety of online activities, and achieving mutual transformation between online and offline, is the core of new media operations. For detailed information, you can also go to the mind map community to view the mind map work "New Media Operation".

In the new media operation classification, we divide it according to operation level, operation process and operation content. The reason for this division is that only in this way can our internal logic be clearer and more three-dimensional.

The levels are actually divided into elementary, intermediate and advanced. Different levels have different requirements for operators, and the results presented are also different. Therefore, companies must be clear about the results you want, and then you must use good people. If you do not use good people, then your results will not be very good. Even if you are lucky and get a good result, it is just an exception.

The operation process is divided into: low-cost activities to attract new users in order to find where the users are, conversion activities for users to purchase products, activation activities to awaken users who do not use the products to use the products, and retention activities to keep users continuing to use our products. These are the divisions of operational processes.

The fundamental basis for all operations is our products. If the product itself has inherent deficiencies, even if the operation is done well, it may bring greater burden to the company. The next important thing is to choose a good platform. As mentioned before, we should choose the platform positioning based on the portrait of our product customer base. We will find our customers where they are.

The next step is to build a team. An excellent team can make our new media operations explode quickly! Only in this way can we enjoy the benefits brought to us by new media. There must be a new media operations officer in the team, who is mainly the person in charge of our new media operations projects. At this time, if the person in charge of the company wants to take charge of it himself, I think it will basically not be accomplished. Because the working methods and ideas of traditional enterprises are completely different from new media operations. Only by leaving professional matters to professionals can we produce results quickly. There must be a editor in the team with good writing skills and clear thinking.

If conditions permit, we can also set up positions for art design and professionals for video shooting. Professionals in video shooting must have a solid foundation in editing, and must have their own unique insights and experiences in grasping the language of the camera. Since the commercialization of TikTok, short video startup teams have sprung up like mushrooms across China. If conditions do not permit, we can start with the new media operations officer or editor. Some people may ask, there is also a media manager position here, what is the job? This position is also very important. He needs to understand the effects that different media can produce on the population covered, and he must have considerable public relations skills.

Now comes the highlight. Once we decide to engage in new media operations, we must start trial operations after completing the preliminary preparations. I believe many people have seen that the first videos of internet celebrities are very scattered and have no unified style. In fact, similar things happened when the official account was first operated. But they kept reviewing and adjusting, and found the areas in which they excelled. The trial operation can be broken down into the following three steps:

1. You need to output content. Use WeChat public accounts as free content to accumulate private domain traffic. Next, we will open up other self-media channels, such as Toutiao, Baijiahao, and Douyin, etc.

2. What we need to do is to gain media coverage and attention. Only by finding traditional media such as radio and television and the front-page headlines of newspapers and letting them endorse us can we shape our brand influence in a layered manner.

3. Establish your own collaborative matrix. To put it simply, in addition to having one main account, you also need to have several aliases. Only in this way can we divert traffic from the public traffic pool to our own private traffic pool through the channels of communication and diversion.

Related reading:

1. 21 essential operation tools for new media operations! (Recommended for collection)

2.14 self-media publishing platforms and commonly used new media operation tools!

3. New media planning event promotion and operation tool library!

4. New media planning event promotion and operation tool library!

5. New media planning event promotion and operation tool library!

Author: Soft Candy Bamboo Qing

Source: Jianshu