55 common terms you must know in the new media industry!

With the booming new media industry, more and more people are joining this industry.

Therefore, I have compiled 55 commonly used new media terms for you, and used easy-to-understand expressions to help newcomers adapt to the language atmosphere of new media as quickly as possible, complete career changes as soon as possible, realize personal value, and allow the new media industry to develop faster.

*Note: The terminology in this article does not include basic writing knowledge (such as title , introduction) and fixed functions of WeChat (such as public account avatar, public account name). The accounts used as examples in this article are all WeChat public accounts .

1. Traditional Media

Media using traditional communication methods, including magazines, newspapers, outdoor, correspondence, radio, television, etc.

Example:

Hunan TV, China National Radio

2. New Media

All digital media forms, including digitized traditional media, online media, etc. In actual work scenarios, the new media we refer to mainly refers to media forms with strong mobile attributes and strong social attributes, such as WeChat, Weibo, news clients, live broadcast software, etc.

Example:

WeChat public account, Sina Weibo , Toutiao , Douyin

3. Public Account Matrix

The operators of public accounts set up multiple accounts on the WeChat platform to increase the number of users and meet the needs of different users.

Example:

The public account matrix under Visual Culture includes "Visual Magazine", "Her Magazine", "Frog Brother Comics", "One Reading", "Slim Mom" ​​and "Daily Seven Words".

4. WeChat Official Account

Application accounts on the WeChat public platform allow users to communicate and interact with specific groups on the WeChat platform, including subscription accounts , service accounts, and enterprise accounts.

5. Subscription Account

Mainly provides information for users. Most accounts can push once a day, with a maximum of 8 messages each time, which will be displayed in the "Subscription Account" folder.

6. Service Number

It mainly provides services to users, with push notifications four times a month, up to 8 messages each time, displayed on the homepage of the chat list, and users can apply for a custom menu.

7. Enterprise Account

Help enterprises, government agencies, etc. establish connections with employees and partners, simplify management processes, improve communication efficiency, and serve front-line employees.

8. Weibo

Short for MicroBlog, it is a platform for sharing short and real-time information through a follow-up mechanism. Unless otherwise specified, “Weibo” usually refers to Sina Weibo.

9. Baidu Tieba

A keyword -based topic exchange community, closely integrated with search.

10. Zhihu

Online question and answer community.

11. Operations

Human intervention around the product.

12. Content Operation

Carry out a series of tasks based on content, including planning, creativity, editing, publishing, optimization and marketing .

13. Event Operation

Improve business indicators, maintain and retain users, and stimulate active users through online and offline activities .

14. User Operation

Focus on users, follow user needs, design rules, organize and implement activities to achieve expected goals.

1. Three Values ​​of New Media Accounts

1) Marketing value

The value created through advertising, soft articles and other means.

2) Transaction value

The value brought by allowing readers to become users of a product.

3) Connecting Value

By building communities , we can connect users and bring value.

2. Basic elements of new media accounts

1) Subject attributes

The type of organization to which the new media account belongs includes government, media, enterprise, individual and other organizations.

2) Core demands

The types of issues that new media accounts primarily address.

3) Communication direction

The common communication directions of new media accounts are internal communication and external communication.

Example:

" 36Kr " focuses on external communication, while "SAIC Employees' Home" focuses on internal communication.

4) Key capabilities

The skills that new media teams need most include content editing, user management, and e-commerce operations .

5) Account Type

Choosing a subscription account, service account or enterprise account has been mentioned above and will not be repeated here.

1. Content positioning

The content should meet the needs of which users.

Example:

"Youhaohou" meets the spare-time learning needs of new media practitioners.

2. Emotional resonance

Users and public accounts have basically the same views and understanding of things.

Example:

For users who are in the workplace and are troubled by "fragile colleagues", " Mimeng 's" "To the Low-down: It's not that I'm too high-profile, but that you have a fragile heart" can easily resonate with them.

3. Potential reading base

The scale of the population that the content selection can cover.

Example:

In theory, the potential reading base of "Best Chinese Film" of "Poisonous Tongue Movie " must be larger than the potential reading base of "Best Hong Kong Film".

4. The degree of pain points of the subject

The degree of influence of the subject of the graphic or text on the reader.

Example:

Infant and toddler education pictures and texts have a greater impact on "Xiao Xiao Bao Ma Ma" users and have higher pain points.

5. Real-time popularity of topics

The later a hot topic is in its life cycle, the weaker the effect.

Example:

The topic of " Valentine's Day " gradually lost popularity after February 14.

6. Title Prefix

Written at the beginning of the title, it is used to target the crowd, strengthen recommendations, explain instructions, add highlights or provide benefits.

Example:

"Vanke President Yu Liang: Companies no longer need professional managers (a must-read for professionals)"

7. Title suffix

Written at the end of the title, it has a similar function to the title prefix. Commonly used suffixes include "heavy news", "breaking news", "explosive news", etc.

Example:

"Big News!" Individual second-hand housing transactions will be subject to value-added tax

8. Follow the trend

When a hot event occurs, quickly follow up with reports or use the hot topic to spread content.

Example:

In the early morning of August 14, 2016, Wang Baoqiang released a divorce statement on Weibo, and major media outlets followed up with reports.

9. Pain Points

The users’ unmet but urgent needs.

Example:

Some small and micro enterprises are unfamiliar with and lack the energy to handle the industrial and commercial registration process. "Small and Micro Lawyers" provides one-stop corporate services to meet such needs.

10. Popular Articles

In actual work scenarios, it usually refers to articles that have been read more than 100,000 times in a short period of time.

Example:

"To the Bitch: Why Should I Help You?" ! ”, with over 3.5 million reads in 10 hours.

11. Screen swipe

A large number of users forward or share the same content within the same period of time.

Example:

" New World " launched the event "Book Throwing War". A large number of users forwarded the post "I prepared 10,000 books and threw them in the subways in Beijing, Shanghai, Guangzhou and places you passed by" in the same period of time, which was widely circulated in the circle of friends .

12. Personalization

Use personification to express the content of the official account and establish a unique image in the minds of users. Users communicate with this "person" and gain a favorable impression and trust in the official account.

Example:

"Poison Sir" from the early "Poison Tongue Movie" and "Ding Dang" from "Ding Xiang Doctor".

13. Social Currency

Content that can help users complete a certain social behavior. Common social behaviors and corresponding social currencies are as follows:

14. Read the scene

The online or offline environment in which users read information.

Example:

" Luoji Siwei " pushes messages around 6:30 in the morning. Users may listen to the voice and read the pictures and texts while washing up in the bathroom or taking the bus or subway to the company.

15. Open Rate

The ratio between the number of people who read pictures and texts through "Official Account Conversation" and the total number of Official Account users.

Example:

The official account has 100,000 users, of which 10,000 users read pictures and texts through "official account conversations", and the opening rate of the official account is 10%.

16. Focus on motivation

The motivation for users to follow an account.

Example:

Users follow "China Business Weekly" to obtain business and financial information.

17. Community

A group of people who share common characteristics or needs.

Example:

" Fan Deng Reading Club " brings together users who like reading, while "Runners Say" brings together running enthusiasts.

18. Social Affiliation

Gain a sense of belonging and identity in social interactions.

Example:

A rare disease called narcolepsy. The public account "Narcolepsy" brings together a group of patients to communicate and help each other. In this way, patients gain a sense of belonging and identity.

19. User Attributes

Including gender, language, province, mobile phone model used, etc.

Example:

"Beijing Foodie Squad" targets the user's province attribute "Beijing", and "Queenism" targets the user's gender attribute "female".

20. Search within account

Xinbang has developed an exclusive search page for public accounts. Users can search for historical messages of public accounts by keywords on the "Search within account" page.

The following is a screenshot of the internal search page of Guokr.com :

21. Pin comments in the comment section

In the comment area, you can pin any message to the top, which can be used to supplement content, correct errors, guide users, and actively intervene in the comment sorting.

22. Appreciation

Also known as "reward", a non-mandatory user payment model, the official account can set the reward amount (any integer between 1 and 256).

The terms in this section are commonly found in the field of App operations. Only those related to new media operations are selected below:

1. Cost budget

Usually divided into prize costs and promotion costs, when designing an event, two types of cost budgets are often made, the minimum cost budget and the maximum cost budget.

2. Timeline

The timetable of activity progress should clearly define the time nodes, responsible persons, and output results. It is recommended to use Gantt chart design.

3. Activity conversion rate

The ratio between the number of users who achieved the activity goal and the number of users who participated in the activity.

Example:

The goal of the activity is to get users to purchase courses. 1,000 users participated in the activity, 100 of them purchased courses, and the activity conversion rate was 10%.

4. Repurchase rate

The ratio of the number of repeat purchasers of a product over a period of time to the number of all users who have purchased the product during that period.

Example:

If 100 users purchased a product and 20 users repeatedly purchased the same product or other products, the repeat purchase rate is 20%.

5. Review

After the activity, review it and summarize the experience and lessons learned.

6. A/B Testing

Take out each inconsistent opinion and idea and quickly verify it to get real user feedback. The one with the best feedback is the final choice.

7. Increase followers

The increase in the number of users is accompanied by a loss of followers.

8. User stickiness

The frequency with which users use a new media platform. The higher the frequency, the higher the user stickiness.

9. Potential Users

The target population who have not yet become users and are waiting to be tapped.

1. Reprint

Publish non-original works on your own platform and clearly indicate that they are non-original.

2. Mutual promotion

Articles posted on different platforms or accounts are recommended to each other. Common examples include mutual promotion at the end of the article, mutual promotion through text and picture collaboration, mutual promotion after reading the original article, and mutual promotion by automatically sending messages to those being followed.

3. Add whitelist

Allow other public accounts to reprint or modify an article. Specific permissions include "can modify the article" and "can hide the reprint source". At least one must be selected.

4. Whitelist Group

A WeChat group formed by new media editors to facilitate the search for reprinted articles and the creation of whitelists.

1.10W+

At the end of a WeChat picture or text, the lower left corner shows the number of reads exceeding 100,000 times, referred to as “10W+”, which is a general standard for measuring popular articles.

2. PGC (Professionally-generated Content)

Also known as PPC (Professionally -produced Content ), it means "professionally produced content". When producing content, it follows the traditional media methods, and when disseminating content, it follows the Internet 's dissemination laws.

3. UGC (User-generated Content)

That is, “user-generated content”, where users display original content through the Internet.

4. PUGC (Professional User Generated Content)

That is, "professional users produce content" or "experts produce content", which is a production model that combines UGC + PGC.

The 55 terms in this article are just an introduction to the new media industry. They are the basic knowledge that newcomers need to master, and then continue to explore and practice, learn from the latest experiences, and pay attention to changes in the new media industry.

I hope that everyone can grow quickly and become independent new media editors as soon as possible.

Source: Socket Academy (ID: chazuomba)