23 common senses you must know when operating a public account!

1) About choosing a subscription account or a service account

Simply put, service accounts focus on providing services and can only post four times a month, while subscription accounts focus on producing content and can post once a day. It depends on the positioning of the official account . If you sell dog food, then the service account will provide membership services, such as consultation, ordering, and after-sales service. The subscription account will be a magazine about dog raising, pushing various selected content about dogs.

The service account has the largest available interfaces and permissions. After authentication, it can use functions such as mobile payment, membership level fission, channel distribution, corporate red envelopes, etc. These functions can be authorized to be developed by third parties based on actual needs.

2) About corporate subscription accounts and personal subscription accounts.

Corporate subscription accounts have more permissions than personal subscription accounts. For example, [ Operation Uncle ] is a personal subscription account and does not belong to a corporate subscription account. The subject is an individual, not a company, and there are still many restrictions on back-end applications. For example, it cannot be authenticated, the menu cannot directly add external link addresses, and can only link to the image and text material library. There are many restrictions on the use of functions.

Enterprise subscription accounts are divided into authenticated and unauthenticated accounts. Unauthenticated subscription accounts have fewer interface usage permissions than authenticated subscription accounts.

It is best to control the subject of the subscription account yourself, and do not find an agency. One ID card can be bound to up to five public accounts. It cannot be unbound at present, and the password can be changed at any time.

3) About the title of the article

How important is the title? There is a statistic that the title of an article determines 80% of the article opening rate, and the content determines 80% of the article sharing rate. The titles of the articles in the author’s public account are not the most attractive, and they also use a small number of routines, such as digitalization, curiosity, intuition, etc. Please also pay attention to the article's abstract and cover image.

4) Regarding the positioning of public accounts: vertical categories and vertical subcategories

These are two concepts. For example, for a public account related to travel, its content is all centered around tourist attractions, routes, and tour groups. This is a vertical category. If it is "dating travel", " Amazon in-depth tour", or "Japan exploration tour", then this is a vertical subclassification.

" Reading at Ten O'clock " is a vertical category, and "Liu Shenleilei Reads Jin Yong" is a vertical subcategory. The author believes that vertical professional segmentation is the general trend and opportunity for content entrepreneurship . China has a large population base and is still in the era of demographic dividend, and many sub-industries are still in a blank period. The more you develop in niche areas, the fewer competitors you will have, the more distinctive the style of your official account will be, and the value of your official account will be reflected. The future is an era in which traditional industries and new Internet media are closely integrated and mutually infiltrated. The more vertical and segmented, the fewer competitors there will be and the greater the room for development. The future has already arrived. Vertical content can attract a large number of fans and is relatively easy to operate , but it is difficult to acquire accurate fans. Vertical subcategories attract fans more slowly and are relatively difficult to operate, but they have many accurate fans. For example, the author’s official account currently mainly shares new media operation information and tools , and is also positioned in a vertical segmentation. My own practice has proved that this path is feasible.

5) The relationship between new media operations and content

In fact, being able to continuously produce high-quality content is the core of new media operations! To operate new media is to create good content. There is enough good content and no need for other redundant content. After all, we are engaged in content entrepreneurship .

6) The relationship between self-media and KOL

Self-media, which is both citizen media and personal media, refers to private, popular and autonomous communicators. The characteristics of self-media are: personalization, and the use of new media tools such as public accounts, Weibo, blogs, Lizhi FM, etc. to express oneself to the public. Every individual has a brand , and everyone can be a self-media.

KOL is a more advanced existence than personalized self-media, that is, opinion leader. The encyclopedia definition is: a person who has more and more accurate product information, is accepted or trusted by the relevant groups, and has a greater influence on the purchasing behavior of the group. Key opinion leaders refer to authoritative figures in a certain industry or field. In the dissemination of information, they are easy to be recognized and identified without relying on their own activity.

7) The relationship between increasing followers and content

If you don’t have a stable supply of high-quality content, don’t rush to increase your followers, as you may not be able to keep them even if they come. First do a good job of basic positioning and high-quality content, then it’s not too late to talk about increasing followers. It does not mean that the more articles you publish, the faster you will gain followers. If the articles are of different types, the fans will have split personalities and different attributes, and will inevitably lose followers.

8) How to increase fan activity

The author operates his own official account, and does not spend much time chatting with readers in the background of the official account. The most common way of interaction is to update daily, continuously produce articles, and build trust with readers through articles. Every article is a conversation. Those who understand will naturally understand. Those who want to stay will naturally stay.

9) Which free promotion method is recommended?

Mutual promotion is free and effective. Public accounts of the same type and scale can promote each other and implement this point to the extreme. If you have reached 50,000 followers, this method must be very effective. It is not difficult to increase your followers by 2,000 at a time with one good content.

10) What editor do you use and how long does it take to typeset? Where to publish?

The author wrote it directly on Jianshu , which automatically formats it. After writing, it was pasted into the official account with a fixed format. It usually takes 5-10 minutes to conceive the material and framework, 30-45 minutes to write, preview once, and revise once. Spend 10 minutes publishing it to major self-media matrices, including core ones such as Weibo, blogs, Jianshu, Zhihu, Toutiao , etc. The fastest time was when I got home at 11:15 in the evening, and finished writing and publishing within 25 minutes.

11) When the number of followers of the public account reaches a certain level, it is suitable to accept advertising and monetize

In fact, this depends on the content. The author's official account does not make money from advertising, but is a channel for attracting customers. We sell services, with a per-customer price of 50,000, and we were able to monetize it when we only had a few hundred fans. For general public accounts, it is recommended not to rush to accept advertisements. It is safer to accumulate 100,000 fans before accepting advertisements, otherwise you will lose fans.

12) How to quickly learn how to operate a public account

Study the accounts of similar competitors more, study their details such as titles, content, layout, and advertisements, and find the differences between them and your own. Many operating secrets are like a piece of cellophane, you will understand them once you poke a hole through it. After reading this book, I guess you have learned almost everything.

13) How to think about the positioning of enterprise subscription accounts

Please think about the six core points first: account positioning → target audience → own advantages → industry prospects → competitors → monetization methods.

14) Is there a future for new media operations in enterprises?

have! I feel the same way. I came from a company where I was in charge of new media. Talents are hard to find in this field, so those who have a little ability have done it on their own, managing hundreds of thousands of fans and making a living. In the operation of new media in an enterprise, people with one or two years of experience generally earn around 8000 yuan, which is considered low. Remember to ask clearly about the KPI , as the leaders actually have no idea about this.

15) Does an enterprise need a budget for new media promotion ?

Must do! Don’t want to spend money but want to increase your followers? It's better to leave such a company as soon as possible. The price of fans is rising now, and the industry is changing every month. It takes a genius to have hundreds of thousands of fans without any budget. You can show this to your leader.

16) What to do if you can’t write high-quality original works

If you can't write it yourself, find someone who can, or authorize someone to write their good articles, or be a porter. Never plagiarize.

17) What should I do if I accidentally plagiarize and get reported and banned?

Don't be afraid. You still have the opportunity to appeal even if your account is reported and blocked. You just need to ask the original author for authorization, and then file an appeal after obtaining the authorization record. If you include the original link of the original author in the appeal content, there is a chance that your appeal will be successful. But this is just what I heard and I haven't verified it.

18) The process of using WeChat groups to hold lectures and attract fans

There is a classic recruitment process, which is also a routine. That is: the official account pushes the lecture content – ​​sign up and follow the official account – reply with keywords related to the lecture – receive automatic reply content (open the link, share, add the editor’s WeChat account , take a screenshot and send it to the editor) – the editor invites you to join the group to attend the lecture.

19) Field promotion workflow

The regular field promotion process based on the author's experience is: check the venue → division of labor → cooperation docking → materials and supplies → offline execution → indicator assessment → emergencies → cost audit.

20) Normal data of the public account opening rate and conversion rate

Normal data shows that the opening rate of headline articles after 24 hours is over 10%, and the fan conversion rate is 1%. This is for reference only.

21) What skills are needed for new media operations?

Once you learn it, you will be a jack of all trades. Generally speaking, it includes: article editing, video and audio editing, marketing copy planning, online and offline event planning , image design, channel cooperation, online mutual promotion, H5 editing, offline promotion, etc.

22) What are the reasons for the loss of followers on public accounts?

The writers have changed, the quality of articles is inconsistent, the number of publications is unstable, the types are diverse, there are many and low-quality advertisements, the update frequency is irregular, there are too many messy activities, they are not friendly and down-to-earth and like to show off, there are more competitors, there are more homogeneous content, etc.

23) Recommend several commonly used new media tools

The most commonly used new media ranking list is Xinbang , the best tool for finding explosive articles is Xigua Official Account Assistant, the most commonly used H5 is YiQixiu , the most commonly used editor is Xiumi, the most commonly used micro mall is Weidian, and the most commonly used information collection tool is Golden Data.

Source: Chongge New Media