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In this great era, more and more people are crossing over into the new media field. Although there are many people, there are only a handful of them who are really doing well. Most people died at the starting line.

Many people do not fully understand the nature of new media and confuse new media with self-media . Some people think that opening a public account is new media; some people think that writing a microblog is self-media; some people think that new media operation is as simple as writing articles...

Are you kidding me! If it were that simple, there would be no point. This misunderstanding occurs because most people are encountering this concept for the first time. Basically, I was in a state of confusion.

In order to give new media people a good name, to provide some popular science to many new media people, and for the development and prosperity of the new media industry (this is what I really think~), the editor spent several weeks compiling and publishing this "New Media Red Book - A Must-Have Book for New Media People".

To do a good job in new media, we must also do it from both the "Tao" and "Shu" levels. This little red book mainly talks about the "Tao" level, including popularization of some basic concepts of new media, tool recommendations and some thoughts. It is suitable for new media people at all levels to read. It is divided into the following chapters: What is new media? What is self-media? What is new media operation ? Basic concepts of new media and commonly used tools.

Okay, without further ado, let’s get started.

Chapter 1: What is new media?

1. New Media and Social Media

2. Typical signs of new media

3. Development trend of new media

4. Thoughts on the prospects of new media

"What business are you in?"

“New media.”

"Oh... the editor of the official account, right?"

…

Whenever someone asks me this question, I don’t know how to answer him. Because it is impossible for me to make him understand what I am doing in just a few words.

To be honest, I ask myself this question a lot of the time. What on earth is new media...it will make more and more people rush into this field regardless of the consequences.

In the past, I would simply think that new media was relative to old media. Newspapers, magazines, and advertising slogans are old media, while the Internet , computers, and mobile phones are new media. But later I found that new media is not as simple as I thought...

1. New Media and Social Media

Someone has defined new media as: New Media refers to the current environment where everything is media. Simply put: New Media is a kind of environment. WeChat , Weibo, short videos , live broadcasts , forums, etc. are all types of new media.

Why is new media considered an environment? Isn't it a medium?

To solve this problem, let us first understand social media. Social media, also known as social media ( SM for short), refers to a content production and exchange platform based on user relationships on the Internet.

Let’s look at a few key words : Internet, user relationships, content production, and platform.

It is easy to understand when it is linked to new media. New media is built on the basis of social media, and social media is also built on the basis of new media. They are interdependent and inseparable.

Some of you may not understand. Isn’t this a contradiction? Which of them includes which?

In fact, this is not a contradiction. There is no relationship of inclusion and being included. If we carefully consider the development of new media, we will find that new media is becoming more and more social in nature. Simply put, you can accomplish almost anything socially in the new media environment.

For example: shopping, ordering food, buying a house, traveling, making friends... (food, clothing, housing, transportation and socializing ) can all be accomplished using the current new media ecosystem. The development of new media is becoming more and more socialized, and new media cannot exist independently without socialization. With the advent of the mobile Internet era, it is impossible for social forms to exist independently of the new media ecosystem.

Therefore, Ji Yutao, the founder of JZ Multimedia Solutions, once said that new media should actually be more appropriately called social media. (So ​​another way to say new media is SM, do you get it?)

At this point, everyone may still be confused. I still don’t understand what new media is and how to determine whether it is new media. Next, I will talk about some typical signs of new media.

2. Typical signs of new media

It spreads quickly and has a wide range and can be preserved for a long time

Compared with traditional media, new media disseminates events almost in real time. You may be able to find out what US President Trump did a second ago by just swiping your finger and refreshing Twitter. In fact, it is precisely because new media is built on the basis of the Internet that this is also the biggest advantage of online media and print media.

Wide range means that the dissemination is not restricted by geographical location. The breadth of the spread of an event can reach every place covered by the Internet and involve every type of group.

The fast speed and wide range make "viral-level" spread possible.

Another point is that it can be preserved permanently. As long as the Internet ecosystem exists, the current content can still exist and be disseminated intact 100 years later.

Online interaction is possible, and everyone can participate

Any new media form will have an interactive mode. Moments , Weibo, QQ Space, Tieba , and forums all have very obvious interactive patterns. For example, when you see a good Weibo post, you can take a series of actions such as like, forward, comment, collect, and appreciate it. These actions are interactive behaviors!

Even if it is not based on a social platform, adding a social interactive attribute to it will make users more sticky. Official accounts and Toutiao also have interactive functions such as comments and likes. Isn’t it because of its unique comment function that NetEase Cloud Music became so popular?

When talking about interaction, we have to mention live streaming. It should be said that the entire live streaming industry has grown on the basis of this strong interactive stickiness. "Double click 666", "There's nothing wrong with me, my friend", and "Let's go with a little rocket" are the best proofs.

The video barrage function, which is similar to live broadcast, makes watching videos no longer lonely. It seems that every time you watch, there are hundreds of thousands of online video soldiers accompanying you to shout “666666666”…

Everyone can participate means that everyone can be a media, which is what we often call self-media. When individuals take on the operation of the entire new media ecosystem, the new media era becomes the self-media era.

Everyone has a voice and everyone has the right to supervise. When something happens in society that is not conducive to promoting the core socialist values, you can inform others and the society. (For example, the Bi Fujian incident)

The public can monitor and express their suggestions on anyone or anything. This is everyone's right in this era!

You can choose the messages you receive and block them.

We once thought that the Internet made the world flatter and flatter, but now we find that the world is still fragmented - people do not understand or agree with each other, and even do not know each other.

Why is this happening?

Pan Shiyi gave the most simple logic - because the Internet can block people.

In the old media days you couldn’t decide what would be in a newspaper, it was there whether you liked it or not. But new media is different. You can choose the content you like and block the content you don’t like. Machines can use big data and artificial intelligence to specifically recommend content that suits your taste.

3. Development trend of new media

The development of new media has brought about earth-shaking changes in the way we obtain content. The time of each of us has become extremely precious. The battlefield of business seems to have turned into a battlefield of time. Merchants are competing for users' time. Whoever grabs more time can gain greater profits.

Reading has become more and more fragmented, as if reading a big book is a waste of time. We no longer have time to read classics carefully. Instead, we read on the go and read in fragments...

– The era of attention economy

Kevin Kelly said in his book The Inevitable, "In a world rich in information, the only scarce resource is human attention. Since it is the last scarce resource, where attention flows, money follows."

With the development of mobile Internet , the flood of information has caused our energy to be dispersed and our attention to be increasingly difficult to concentrate. Therefore, it becomes particularly important to grab users' attention.

In the era of attention economy, high-quality and good experience is the most valuable, because experience is a commodity that cannot be replicated. In this era where everyone is an IP and everyone is a self-media, everyone can be seen as a product, and your value is reflected in whether your product has high quality and a good experience.

– The era of mobile reading

It is mainly divided into fragmented reading mode and head content effect.

The fragmented reading mode reintegrates fragmented time and greatly increases the possibility of reading. You can read on the subway while commuting, while taking a walk, while taking a break, or even whenever it is convenient for you.

Although the possibility is increased, the efficiency is also reduced. The direct result of fragmented reading is shallow reading and extensive reading. We seem to know a lot of knowledge, but we are not proficient in it. This is one of the most important reasons for contemporary people's knowledge anxiety.

The head content effect means that the value of the head content is the greatest. Often, the top content in a field accounts for a huge proportion and even creates a monopoly effect.

Ma Dong believes that the content field is like a pyramid , with top content only accounting for 5%. The top 20% is called high-quality content, and the rest is ordinary content. Only a few top content can get the highest value.

Search for " iQiyi membership" on Taobao and select "Sort by sales volume". The number one product has sold more than 730,000 units, accounting for more than 72% of the total sales volume, far surpassing other products.

For products ranked outside the top 20, it is difficult for a single product to account for 0.1% of the total sales.

Why is it that in the content field, as Ma Dong said, only the top players can make money?

American sociologist William McPhee proposed an explanation - the law of natural monopoly:

A considerable proportion of fans of popular products are marginal consumers (who do not buy frequently), while a considerable proportion of fans of unpopular products are loyal consumers. In other words, a minority of loyal consumers often know that there are many choices, while the mainstream marginal consumers rarely know the existence of alternative products. Therefore, hot-selling products often naturally monopolize the majority of the population.

– The Age of Participation

The era of participation is also the era of universal participation. Why do traditional media need to transform? Because the carriers of media content distribution need to change, and the way of content production needs to incorporate a sense of participation.

The evolution of the newspaper publishing cycle: monthly report - weekly report - daily report - portal website - client.

The evolution of interactive methods for video news: program recording-live broadcast-hotline-SMS voting-online comments-online barrage.

The future economy will be an experience economy, future producers will be those who create experiences, and experience manufacturers will become one of the basic pillars of the economy. In the era of experience economy, the most important thing is the user's sense of participation.

4. Thoughts on the prospects of new media

The era of mobile Internet has arrived, and society is undergoing earth-shaking changes. Knowledge payment , live streaming, short videos... the new media ecology will also continue to change. Each of us should seize this opportunity, demonstrate our own value in this great era, and build our own super individual brand !

Perhaps even more incredible things will appear in the future. Artificial intelligence and big data algorithms have quietly changed our lives. Let us embrace the unknown future with reverence!

Chapter 2: What is self-media?

1. What is the essence of self-media?

2. Relationship between self-media and new media

3. What kind of people can be self-media

4. What are the self-media platforms?

5. How should self-media make money?

6. Prospects and Outlook of We-media

7. Answers to frequently asked questions about self-media

Everyone says that this is the era of new media and the era of self-media. Everyone is an IP and everyone is a brand.

That’s right! That's true. But many people don’t really understand the meaning of self-media and new media…

I thought writing for a public account was like being a self-media person;

I thought new media was just playing around with Weibo;

I thought I could become famous just by writing an article;

I thought that anyone could do new media without any barriers;

…

Most people even equate them! Can we say that self-media is new media?

When friends ask me what I do, I can say that I am in the field of self-media or new media.

This is amazing. They are obviously different, so why can they both be used to describe occupations?

What the hell is self-media? Is it making money using the Internet? Are you writing articles? What is it? Today, I will tell you about it.

1. What is the essence of self-media?

The literal meaning of "self-media" is twofold: 1. One's own media 2. An individual is a media

Which of these two explanations is correct? In fact, both are correct. The essence of self-media is that you are a media (or company), and you are the only one operating in this company. You have to control everything including product development, marketing planning, and internal and external management.

So many people say that it is difficult to run your own media, which is equivalent to running yourself as a company. You need to have competitive products in the market, you need to have channels and capabilities to sell your products, and you also need to find ways to retain users and increase stickiness, etc…

In a broader sense, this "you" does not necessarily refer to an individual, it can be a company or a team. So there is the concept of corporate self-media. Most of the corporate self-media focuses on building the corporate brand, achieving online traffic growth and then directly or implicitly monetizing it.

2. What is the relationship between self-media and new media?

So, what is the difference between self-media and new media? There is only one word difference, but the meanings they represent are worlds apart, but many people confuse them.

The main reason may be our misleading. When others ask us what we do for a living, we may answer "self-media" or "new media". So, to outsiders (newbies), the two are the same.

In fact, it is a completely different concept. You may understand it if I give you an example.

A: What kind of books do you like to read?

B: Oh, I like reading The Scream.

C: What kind of books do you like to read?

B: I like reading "Lu Xun"

Both answers are correct, they just speak in different dimensions. "Call to Arms" refers to the specific title of a book, while "Lu Xun" refers to a favorite author.

The relationship between the two should be understood as "Call to Arms" is just a small subset of "Lu Xun". Using this concept, we can also explain the relationship between self-media and new media.

If social media (new media) is a spider web, then self-media is every point on the web. Simply put, in the new media environment, self-media is only a part of this environment. It can be said that self-media accounts for a large proportion, because for new media to develop healthily in the overall environment, it needs more high-quality content, and self-media just meets this demand.

Whether it is new media or self-media, they all herald the arrival of the era of freedom of speech.

3. What kind of people can create their own media?

Anyone can create their own media as long as they want to.

Some friends may ask, is it possible to do it even if I don’t know anything? That’s right, there must be a process from not knowing to knowing. Only by practicing can you master it better.

Of course, if you have professional skills, that would be great. If you feel that you are not appreciated for your talents and need a platform to display your talents, self-media is your best choice.

You can teach everyone how to draw vivid and interesting hand-painted pictures;

You can teach everyone how to manage time and lead an efficient life;

You can teach everyone how to study horoscopes and pick up girls from now on;

You can teach everyone how to make high-end, simple and elegant PPT with zero basic knowledge;

You can teach everyone how to operate new media and make money from self-media...

If you have talent and want to display it, then start your own media. This could be your future career because it makes money!

Now there are many predecessors who have achieved great success through self-media.

Papi Jiang's short video ad sold for 22 million yuan;

Hu Xinshu, born in 1992, was selected as a Forbes media figure with an annual income of over 10 million;

Mi Meng became famous through her emotional articles and her monthly advertising fees exceeded 4 million;

Peng Xiaoliu, the top blogger on Jianshu, earns 200,000 yuan a day by creating branded paid courses;

"Night Listening" Liu Xiao has over 10 million fans, with over 300,000 headline views, and its economic value is immeasurable;

…

These real cases are all encouraging us and motivating us to work hard and strive!

However, it is worth pointing out that although anyone can do self-media, not everyone is suitable for it. For those who like to work outdoors and don't like to sit in front of a computer all day, or those who are computer idiots and have no sense of the Internet, I suggest not to try it lightly.

4.What are the self-media platforms?

If you want to do self-media, you must first choose a platform. A good platform is crucial for those who are just entering the industry.

The current mainstream self-media platforms include: WeChat public platform , Sina Weibo , Toutiao, Baidu Baike , Dayu , Penguin We Media, Sohu We Media, NetEase We Media, Jianshu, Douban , Zhihu, Tieba, etc.

The active users and target groups corresponding to each platform are also different, so it cannot be achieved overnight. The operation of each platform requires corresponding strategic plans.

For example, public accounts have greater stickiness and are more suitable for building self-brands, while Toutiao and Baijia are more suitable for fast-food reading. The dissemination effect of the same content on each platform varies greatly . For example, it is very likely that your article on Toutiao has 1 million readers, but your official account has only 100. If you must publish the same content on multiple platforms, the title and copy also need to be modified.

Here I suggest that newbies can choose Jianshu, Toutiao and official accounts when they first start.

Jianshu has no fans to worry about and relies entirely on the quality of its articles to win. As long as your article is good and is recommended by the editor to the homepage, it can get hundreds of thousands of exposures . And some people will like and reward your posts, which should be a great encouragement for beginners.

The quality of articles on Jianshu is generally in-depth, and most of its users are college students and working professionals. There are many positive stories and work experiences to learn, so it is worth recommending.

Articles on Jianshu can be synchronized to official accounts. It was particularly difficult to create official accounts in the early days. You had to endure the dismal result of spending several hours on an article with only a few readers. In the early stage, the main focus is on building up personal brand, and you can plan some fan-increasing activities.

Toutiao has developed extremely rapidly in recent years and has become a content entrepreneurship platform second only to official accounts. Toutiao has many benefits. As long as you find the right field and stick to originality, you can start to see money soon. This will also give you more motivation to persevere.

5. How should self-media make money?

"Self-media that does not aim to make money are all hooligans."

After several years of development, the ways of making money through self-media have become quite rich and mature.

To sum up, there are several main ways to make money through self-media.

① User rewards; (mainly public accounts, determined by the stickiness with users)

② Platform advertising revenue sharing (public account traffic owners, headline advertising, etc.)

③ External commercial advertising; (This is the fastest way to make money, usually in the form of soft advertising implantation)

④E -commerce channels; (divided into content-based, service-based and distribution-based)

⑤ Paid courses, paid communities , and membership services; ( Ximalaya , Qianliao , Yikuaitingting series of courses, WeChat communities initiated by KOLs in various industries, Fantuan, Xiaomiquan membership services)

⑥Publish books and hold offline salons; (Whether you can become a writer depends on this)

⑦ Financing and listing. (Advanced gameplay, no explanation)

The above are the main ways to make money, of course there are also some niche ways. For example, "selling accounts", Uncle Tongdao cashed out 178 million yuan by selling accounts last year. Shocked the entire media circle~

Of course, if you have the energy, you can also "take private jobs". For example, if you specialize in PPT, it is not wrong to take an order from a company and you can earn a lot of money.

6. Prospects and Outlook of We-media

In recent years, with the popularity of WeChat public platform , the development of self-media has been leapfrog and has begun to enter the public eye. There have also been recent rumors that WeChat official accounts will launch a paid reading function. For self-media people with fan resources, the channels for monetization will be wider.

The popularity of Toutiao has attracted a group of content creators, as well as billions of subsidies from various platforms, allowing many people to reap a lot of benefits from it.

At the same time, driven by interests, a large number of "pseudo self-media people" and the so-called number-making world have emerged. They make huge amounts of money from the platform's bonuses and traffic, and many of them earn four-digit incomes a day. The success of these people has attracted wave after wave of us who yearn for excellence.

Apple has stopped using WeChat rewards, and mini-programs have exploded in popularity. Every change is a challenge for self-media professionals. Only a few people can persevere to the end. Most people are eager to cash in after just a few days and join various training courses and camps. This has resulted in the death of many people, and the ones who have really become rich are those who taught you how to do self-media~

Short videos, live broadcasts, knowledge payment, community economy... After rapid development, the dividends of the content entrepreneurship industry have shown signs of receding, resources are concentrated on the top content, and it is becoming increasingly difficult for new self-media to do business. Content entrepreneurship has also entered the second half, and it is difficult to survive in this battlefield with only one-dimensional capabilities.

Surprises always come so suddenly that people are caught off guard. We don’t know how far this road will go in the future, we can only look forward to it. I hope we can all return to our original intentions and get better and better!

Finally, I would like to end with the words of Luo Pang from Luoji Siwei: I am against traffic thinking and focus on content production. The current bottleneck of content entrepreneurship can be broken through by content. The future of content is the future of content entrepreneurship.

7. Answers to frequently asked questions about self-media

What is self-media?

It is the media of self-marketing. First improve yourself, package yourself and build your own brand, and then market your "product". When you become an influential person, you are the media.

What is the purpose of self-media?

1. Make money;

2. Build your own brand and make money;

3. Talking about changing the world and spreading love is all bullshit;

4. No more

Does opening a public account count as self-media?

It depends on how you do it. If it's just like writing a diary, then it's not. But if it's to gain user attention, build a brand, or achieve a certain purpose, then it is.

Is it too late to switch careers and start self-media now?

There is always time, it depends on whether you want to do it or not. However, think twice before you do it.

Is there a future for college students to work in self-media?

I can only say that everything has a future. It all depends on whether you put your heart into it and are willing to delve into it.

Still have questions? Welcome to leave a message in the comment area.

Chapter 3: What is new media operation?

1. What is the essence of new media operations?

2. What exactly does new media operation do?

3. Is there any threshold for new media operation?

4. How to operate new media well

5. Prospects and Outlook of New Media Operations

Everyone says that new media operations are very popular now and the entry requirements are very low. Ordinary second- or third-rate college students can basically do this as soon as they graduate.

Is new media operation really as simple as we think?

A philosopher once said: Often the simplest things are also the most difficult things.

Because it is simple, many people do it;

Because there are many people doing this, the competition is fierce;

Because the competition is fierce, the market requirements are high!

Because the market requirements are high, it is not simple~

This is why there are so many people working in new media now, but only a few are doing outstandingly. More and more people are joining the ranks of new media, but most of them have fallen into mediocrity.

Today I will analyze for you what exactly is new media operation? It can attract countless heroes to compete for it. How should we treat such a career?

1. What is the essence of new media operations?

Let’s break down the term “new media operation”. It is divided into two parts: new media and operations.

New media has been discussed in detail above.

As for operations, they basically revolve around attracting new users , activation, conversion , and retention . This involves user operation , content operation , event operation , community operation ...but in essence, it still revolves around "users". So, to put it simply, operations are about how to serve users well, make them fall in love with your product and pay for it.

Simply put, new media operation is a job that uses the Internet to market oneself or products in a social media environment and ultimately achieve some kind of monetization goal.

To sum up, the essence of new media operation is to operate "people" (users). When dealing with people, emotional intelligence is the key, which is why new media operations are an emotional intelligence game .

2. What exactly does new media operation do?

The best and fastest way to understand the job content of a position is to go to a job search website to find related occupations and then look at their job responsibilities.

Below is the job description for Sohu's new media operations specialist recruitment on LinkedIn:

After reading it, I seem to have a preliminary concept. But it is not systematic enough, as if new media operations only require doing some odd jobs. We can start from the essence of new media operation. Since the essence of new media operation is to operate users, all our work should revolve around serving users.

Around this point, we can conclude that the main responsibilities of new media operations are the following three points:

① Produce content & provide services (content operation)

Taking WeChat public accounts as an example, users follow you because of your value. Either you can provide interesting and informative content, or you can provide high-quality service. Therefore, the main work of new media operation revolves around these two items. In other words, content operation is the basic work of new media operation.

The reason why WeChat public accounts are divided into subscription accounts and service accounts is because they have different positioning. Subscription accounts mainly produce content, while service accounts mainly provide services. However, due to the current development of third-party platforms, there will be some overlap between the two, but the essence has not changed, which is to still provide content or services to users.

Although there are only two things, it is really not easy to do. The content provided by new media is different from that of traditional media, as new media has highly interactive characteristics. Your user base may cover people from all walks of life, so simply outputting content mechanically is meaningless.

What you need to do is make your content more human. Speak human language, have human touch, easy to be accepted, and appreciated by both the elite and the masses~

This is reflected in your writing style and interaction with users. Alipay is the best example~

The key to providing services lies in whether the service is a rigid demand and whether the service is of high quality.

Although we are providing services, our essence is still dealing with users, so we still need to have human characteristics and think about problems from the user's perspective. The car did a great job in this regard.

②Getting along well with users (user operation)

Getting along well with users is actually user operation. The so-called user operation is to increase the number of users and user value through various means, and ultimately maximize the value of the product.

A commonly used method is to communicate with users and make friends with them. The key to doing this well is personalized operation. You should treat your official account as a person and don’t be stingy with your joys and sorrows. You must have personality and characteristics so that users will feel that you are different when they see you.

The big names in the circle such as Papi, Mimi Meng, Shenyefawu , Caobianwangshi and Caitou all have vivid characters.

In addition to personalized operations, the work of user operations is actually quite cumbersome. The user life cycle can generally be divided into five stages: contact – use – habit – payment – ​​die-hard. The last three stages are where users are most likely to churn.

The work of user operation is to increase the scale of users and promote the transformation of users from being exposed to the product to becoming loyal fans through appropriate methods and means at each stage of the user life cycle.

So, what exactly should we do? To put it more simply, it means making your product easier to use and your service experience better, so that users will fall in love with your product or service and will choose yours without hesitation when choosing similar products.

③Multi-platform data analysis ( data operation )

Why does Jack Ma keep emphasizing that the future is the era of big data? Because with the development of the times, big data algorithms can make our lives better and let us know what we really want.

For example, Taobao’s intelligent product recommendations and Toutiao’s “one thousand faces for one thousand people” intelligent push are both based on big data algorithms.

Why do we need data operations?

Because our human perception of something is likely to be wrong or one-sided, while the results obtained through big data calculations are often scientific and objective.

For example, when we are thinking about the topic of an article, if you decide based on your own consciousness and perception, it is far less objective and accurate than the results obtained through comprehensive data analysis.

For example, we can look at the topic selection workflow of Banpie Private School:

1. Search on Zhihu using the keywords WeChat, new media, self-media, marketing , training and their extensions.

2. Select 10 questions from Zhihu related questions with 5,000+ followers, 20,000+ views, and less than 100 likes except the top 2 as the monthly topics.

3. Use Distill Web Monitor to track the views of these 10 questions simultaneously between 09:00 and 12:00, and select the top 5 questions with more than 1,000 views per day as the topics.

4. Add the topic to the Content Ideas list in the Trello board and prepare for creation.

Of course, in addition to Zhihu, Xinbang , Qingbo, Baidu Fengyun List, Sogou WeChat Hot Search List, WeChat Index , piwik, growingIO, etc. are all good choices.

The WeChat official account backend already has a very detailed data analysis module that can conduct a comprehensive and multi-dimensional analysis of the dissemination and secondary dissemination of an article. WeChat also released the "Public Account Data Assistant" applet in the previous stage, which makes it more convenient for us to analyze data .

3. Are there any thresholds for new media operations?

The reason why some people think that there is no threshold for new media operations is because everyone can do this industry. Both fresh graduates and veterans in the workplace can get involved, but being able to do it and being able to do it well are two completely different concepts.

The first thing to be clear is that the requirements will vary depending on the level. The requirements for intern editor — junior editor — senior editor — new media operations director are completely different, and their corresponding salary packages will also be worlds apart.

According to incomplete statistics, a qualified new media operator needs to master the following skills:

Although the above picture is a bit exaggerated, it also reflects that new media operations are not without barriers.

We often hear that running a public account is like running a company.

So it is really not easy to do a good job in new media operation! Most of the new media giants who are doing well now have done well in traditional industries.

Mi Meng worked as an editor at the Southern Institute for 12 years, Liu Shenleilei worked as a reporter at the China Press for 9 years, and Papi Jiang is a master of directing at the Central Academy of Drama...

So don’t think that there is no threshold to new media operation. If you really have nothing in your stomach, no matter how many people become famous and successful, it will not be your turn.

4. How can we operate new media well?

Never be superstitious about so-called crash courses.

【21-day writing training camp, easily create 10w+】

[How to create a WeChat public account that can earn 100,000 yuan a month]

[Learn operations from ××× and easily reach the peak of your life]

…

It’s not that these courses are useless, they just serve as a guide. Don’t think that just by signing up for classes and taking lessons you can reach the pinnacle of life like those big names. How high you can reach depends on how much you have done.

New media operation is essentially a job and a career. Only by taking every step steadily can you achieve outstanding results. Specifically speaking, it means paying more attention to industry trends, learning from big names, systematically studying high-quality courses and putting them into practice.

I recommend some public accounts - Xinbang, Operation Uncle , Weiguojiang, Chazuo Academy, Chaos University, and Huxiu. These are all high-quality accounts about the Internet and new media. I have always felt that it doesn’t matter how many choices there are, as long as they are of high quality. Digest every case and useful information carefully, I believe you will gain a lot.

In addition to reading the dry goods, it is more direct to listen to the lectures. We should selectively listen to some series of courses. Don’t take every course, just listen to some of the top courses in the industry. It’s better to be precise and avoid too many! Listening to the series of courses will help you build your own operational thinking system.

What if you feel it’s not enough, or don’t have money to buy paid courses? Don’t worry, just reply “operation ” in a short message and I will give you a 9.8G operation data package for free.

To sum up, new media operation is a systematic project. It is by no means as simple as chatting on WeChat or browsing Weibo. It is not easy to do it well. The correct approach is to always maintain a learning state and have hands-on skills.

5. Prospects and Outlook of New Media Operations

Many people say that the bonus period of public accounts has ended and new media is no longer popular. What I actually want to say is not that new media is no longer viable, but that your new media is no longer viable.

Others who do well can still get over 100,000 views for each article and hundreds of thousands for each soft advertisement, while you spend all your effort but only get a few views.

New media is indeed difficult to do, especially new media in the market, which seems to have been trapped in the cage of traditional enterprises. These new media editors of enterprises have just become "porters" of information and have no new media thinking.

It's really scary, and it's difficult to get rid of this situation. We can only make ourselves better and let the career of new media operations change a little because of our changes.

Although the threshold for new media operation is low, don’t try it easily. This is indeed not an easy thing. Only through long-term accumulation and persistence can we get a little result! By the way, which industry is not like this?

Chapter 4: Basic concepts of new media and common tools

1. Common concepts of new media

2. Common tools for new media

3. Complete collection of cold knowledge of new media

4. Must-have events in new media

5. Recommended new media official account

As a new media "old driver" who has never been popular, I often encounter many questions from my friends. For example, the following questions

Young Master, why didn’t my official account leave a message?

Young Master, how to make gif pictures? How to find pictures?

Young Master, what is the traffic master? Is it profitable?

Young Master, are there any good new media official accounts recommended?

…

You say I won’t answer, it seems that I am too arrogant. You say I'll answer, if everyone asks thousands of friends, how can I answer?

Alas, I'm helpless too!

So, I simply summarized all these questions and just gave him a link if I asked again.

New media people have some concepts that must be known. Some new terms that have only appeared in recent years, such as screen sweeping, one hundred thousand+, pain points, drafting, traffic main, UGC , etc.

In addition to some basic concepts, there are some essential tools, some major new media events, some new media memes, and some high-quality new media official accounts, all of which need to be understood. Otherwise, you will not be called a qualified new media person.

In order to let everyone better understand some basic concepts at the bottom of new media, the young master specially summarized them based on existing information and his four years of new media experience, and read it slowly!

1. Common concepts of new media

Two words

Swipe the screen: Many people are crazy about an article, which leads to the screen full of this article when you browse your circle of friends. It can also refer to several consecutive advertisements of WeChat business, posting the same words or expressions more than ten times at the same time, etc.;

100,000+: specifically refers to articles with a public account with a reading volume of >100,000, and also refers to articles with a reading volume of 100,000+;

Single hook: There is a source that can be modified and can not be displayed when reprinting the original article. Just clicking to modify is a single hook. Generally, articles reprinted by large numbers in small entries are single hooks;

Double hook: Refer to single hooks. If both are checked, they are double hooks. Generally, articles reprinted from large sizes are double hooks;

Mutual recommendation: Recommend each other. Generally, public accounts with a sizeable size of fans will recommend each other to achieve the purpose of increasing fans;

Original: It means that the article is completely self-created, and you will receive the official WeChat original tag for a week after continuous update;

Message: Turn on as the original function is turned on, you can set the top and automatically sort it according to the number of likes;

Appreciation: The functions that WeChat has opened to encourage original users are all available to users’ WeChat wallets. Apple users cannot appreciate them for the time being because they have to share 30%;

Tone: the writing style of the official account, the overall feeling is displayed;

Hotline: A certain trend in the development of the Internet, which will gradually become the new mainstream;

Pain points: unmet and widely desired needs;

Group control: One computer controls hundreds of mobile phones, and at the same time operates WeChat to achieve the effect of computer group control mobile phones. Generally, group control is used to do bad things;

Account making: Some marketing teams maliciously apply for an account in order to obtain huge profits from self-media platforms;

Drafting: tamper with and delete other people's original content, making it seem beyond recognition, but in fact the most valuable part is plagiarism;

Internet sense: A way of thinking established by Internet social habits is reflected in the ability to capture hot spots, arouse resonance, and discover trends.

Three words

New media: refers to the current environment where everything is a media. WeChat, Weibo, etc. are all a type of new media;

Self-media: a media that packages and marketing. It is divided into corporate self-media and personal self-media;

Pseudo-original: Similar to a draft, it is usually about refining other people's opinions and adding one's own ideas;

Bonus period: A certain product or a certain trend has a large market and high returns;

Landing page: The interface you see first after opening the website

Opening rate: The proportion of the number of people clicked from the article messages pushed directly by the official account to the total number of fans;

Like rate: The number of likes in the article accounts for the proportion of the number of readings in the article;

Message rate: The proportion of the number of messages left in the article to read;

Conversion rate : the proportion of users who actually purchase or support your product to the exposure;

Originality: the proportion of the number of original articles in the official account to the total number of articles;

Verticality: The focus of the official account refers to the proportion of the number of articles in a certain field to the total number of articles;

Advertisers: They are divided into Moments advertising and public account advertising , and they want their products to be exposed;

Traffic master: The main body that provides traffic, after activation, there is an advertisement bar at the bottom of the official account, and a fee will be charged according to clicks;

Personalization: Let the things that are waiting for death on the official account have the characteristics of human joy, anger, sorrow, and happiness;

Title Party : The title exaggerates the facts or attracts attention, and the content of the article is low-quality;

Search within the account: Xinbang is a function developed by the official account that can search for historical messages;

Chasing hot spots: After a certain social hot spot occurs, use hot spots to expose the product more significantly;

Take advantage of hot searches: Weibo terminology, add hot tags to express your opinions to achieve ultra-high exposure.

Four words +

Page template: With the original function of the official account being activated together, you can customize the display information, similar to "micro website";

User portrait : the comprehensive situation of the target user . As an effective tool to outline target users and connect user demands and design directions;

Reading scenario: the specific environment for user reading, online or offline? Morning or evening? Bus or walking?

Fan stickiness: Users’ loyalty to a certain product, including attention, desire to pay, etc.;

Secondary communication: After being accepted by the audience, the communication process has not ended and continues to spread in other forms of public opinion;

Induce sharing: The act of forcing or inducing users to share messages to their circle of friends through external links or official account messages. The reward methods include but are not limited to: physical prizes, virtual prizes (points, information), etc.;

Head effect: The market share of the first few brands will be a multiple order of the sum of the many brands below;

Long tail effect: personalized, scattered small demands. But often a large number of niche demands add up to a mass demand;

Title prefix: words such as [benefits], micro-courses |, heavyweights, etc. in front of the title to reflect the attributes of the content;

Title suffix: words after the title to reflect the attributes of the content;

Full-stack operation : an operational versatile player, who can think and solve problems from the strategic, tactical and execution levels in multiple dimensions;

Official account matrix: a series of public accounts with the same subject established by a large head account, such as Ten Points Reading , Ten Points Movies , and Ten Points Radio;

Self-media matrix: In addition to the official account, there are columns on many platforms such as Zhihu, Douban, Toutiao, etc.;

All-media marketing: marketing plans for all platforms of new media, old media, paper media, and e-commerce;

Social marketing : Use social networks, online communities, blogs, encyclopedias or other Internet collaboration platform media to conduct marketing;

Multi-platform operation: generally refers to the operation of multiple self-media platforms.

English

Banner: Pictures (banners) at the top or bottom of the official account, general finger pictures and base pictures;

H5: HTML5 adaptive page marketing;

KOL: Key Opinion Leader Industry Key Opinion Leader, generally refers to the head size;

Logo: logo, generally refers to the avatar of the official account;

PV: cumulative number of visits to the page (how many times have you been viewed in total);

UV: The number of independent visitors to the page (how many people have watched it in total);

SEO : Search Engine Optimization, using search engine search rules to improve product display rankings, can be said to be a profession;

SEM : Search Engine Marketing Search Engine Marketing, using search engines to conduct online marketing and promotion ;

UGC: User Generated Content User Generated Content, where users present their original content to others online;

PGC : Professionally Generated Content refers to professional production content (video website) and expert production content (Weibo), simply speaking, it is the content producer;

MCN: Multi-Channel Network is a product form of a multi-channel network that combines PGC content and ensures the continuous output of content with the strong support of capital, thereby ultimately achieving stable monetization of business. (similar to papitube);

CTR : Click-Through-Rate means the click-through rate, which refers to the click-through rate of the online advertisement, which is the actual number of clicks on the advertisement;

UI: User Interface user interface;

PM: Prod uct Manager Product Manager , a very popular profession now;

BP: Business Plan Business Plan ;

B2B : Business to Business Business-to-business e-commerce ;

B2C : Business to Customer Business-to-person e-commerce;

C2C: Customer to Customer Personal to Personal E-commerce;

O2O : Online to Offline Online to offline, combining offline business with online promotion;

CEO: General Manager of Chief Executive Officer;

CCO: Chief Content Officer Content Director;

CFO: Chief Finance Officer Financial Officer;

CTO: Technical Director, Chief Technology Officer;

CMO: Chief Marketing Officer Marketing Officer;

COO: Operations Director, Chief Operating Officer.

2. Common tools for new media

WeChat Editor

iTypography: http: //www.ip aiban.com

New list: http://edit.newrank.cn

Xiumi: http://xiumi.us

96: http://bj.96weixin.com

135: http://www.135editor.com

Little Ant: http://www.xmyeditor.com

Easy to use: http://wxedit.yead.net

Micro scene editor

Yi Qixiu : http://www.eqxiu.com/main

Fanke: http://wcd.im

Rabbit Exhibition: http://www.rabbit pr e.com

First page: http://www.ichuye.cn

MAKA: http://maka.im

Xiumi Show Production: http://xiumi.us

Quality picture website

Petals: http://huaban.com

Duitang: https://www.duitang.com

Pexels: https://www.pexels.com

Pixabay: https://pixabay.com

Unsplash: https://unsplash.com/events

SOOGIF: http://soogif.com

Data analysis

New List Index: http://www.newrank.cn

Qingbo Index : http://www.gsdata.cn

Baidu Index: http://index.baidu.com

Alibaba Index: https://index.1688.com

Google Trends: http://trends.google.com

Baidu search list: http://top.baidu.com

WeChat Index: Enter "WeChat Index" in the search box at the top of WeChat

Sogou WeChat search : http://weixin.sogou.com

Online data collection

Tencent Questionnaire: http://wj.qq.com

Jinshuju: https://jinshuju.net

Mike: http://www.mikecrm.com

Questionnaire star : http://www.sojump.com

Questionnaire Network: http://www.wenjuan.com

SurveyMonkey: https://zh.surveymonkey.com

QR code processing

Forage QR code : http://cli.im

Factory Ninth: http://www.9thws.com

The code eye is unbounded: https://www.imayan.net

Liantu.com: http://www.liantu.com

wwei Creative QR code: http://www.wwei.cn

QR code decoder: http://jiema.wwei.cn

Other artifacts recommended

Design Navigation:

http://hao.shejidaren.com/index.html

Summary of PPT design tools:

http://www.hippter.com

Online minimalist PS-Maker Post:

https://www.chuangkit.com

Online text cloud production-Tagul:

https://tagul.com

Online voice to text-iFlytek hears:

http://www.iflyrec.com

WeChat article video collection:

http://www.hengha.tv/caiji.html

Upload the image to find the font:

http://www.qiuziti.com

gif recording/editing:

http://www.dayanzai.me/gifcam.html

gif universal website:

http://www.piggif.com/tools/compress

pdf universal website:

https://smallpdf.com

RGB conversion hexadecimal color code:

http://suo.im/4xbt5K

Online short URL generation:

http://www.suo.im

Free logo online production:

http://suo.im/1U2tK9

New Media Manager Official Account Plugin:

https://xmt.cn/index

Yiban official account plug-in:

https://yiban.io

3. Complete collection of cold knowledge of new media

one

Mimeng weighs 132 and is 158 in height. She has a famous work "To the Bitch", and is known as "Queen of Kids";

He Caitou openly wants to appreciate it in his tweets and likes to argue with fans in the comment area;

Papi Jiang’s real name is Jiang Yilei. She and a group of short video creators founded Papitube;

My editor-in-chief of Waifeng, who walks through the wind, is a dirty demon king in 1997;

The editor of Alipay is the lazy editor, no one;

The editor of Xinhua News Agency is also quite interesting. I often see that the number of words in the article is not as large as the number of words edited;

two

Baidu's logo called "Bear Factory" Baidu is a blue bear claw;

Alibaba’s name “Cat Factory” evolved because of its Tmall logo;

JD.com is called "Dog Factory" because Logo is a dog;

NetEase is called "pig factory" because CEO Ding Lei raised pigs for a while before;

three

"People's Daily" and other old public accounts can post several pushes a day;

" CCTV News " has always been the official account with the largest number of push tweets, with as many as a dozen articles a day;

"Ye Ling" generally has the highest number of likes, and it usually occupies the top ten likes list;

Many public accounts of the party who look vulgar and have very titles send 8 tweets a day to earn the expenses of traffic owners;

Generally, a large number will have countless fake small numbers;

Generally, there is a delay of several minutes for sending voice messages and video messages, and the delay of graphics and text is within one minute;

Four

"Hotspot" is the aphrodisiac of new media editors. Generally, there are thousands or tens of thousands of tweets that follow the trend;

The rise of a popular IP will definitely be accompanied by the birth of relevant official accounts;

Large-size people who are emotionally entertained generally have more fans than large-sized people who are useful in the workplace;

A large account may have a "hehe" of 100,000+, while a small account may only read a few times when it is vomiting blood;

Seeing may not be true, but a large number of people with a capacity of 100,000+ may also be able to read 90,000 yuan;

Ordinary unknown small business service accounts often encounter the phenomenon of pushing dozens of fans at a time;

five

Can you find some free forwarding channels = the publicity budget is 0;

Why can’t you write 10w+?

User accuracy = few fans;

I want to be an H5 that is popular on my circle of friends = an H5 that is a lottery draw;

Hot topics are coming = Go and write a seamless soft article that combines with company products;

Is new media that difficult? =Isn’t new media just posting articles?

4. Must-have events in new media

On January 21, 2011, Tencent launched Tencent WeChat

On August 23, 2012, the WeChat public platform was officially launched

"2016 Years of Big Events"

On January 26, WeChat internal testing of "red envelope photos"

On April 21, Papi Jiang patch advertisement auctioned 22 million yuan

On July 7, " Traveling through the Forbidden City to see you " H5 exploded in the circle of friends

On August 14, Wang Baoqiang's divorce incident broke out on Weibo

On August 29, Wang Jianlin's "100 million small goal" flooded the screen

On September 1, the new advertising regulations and advertisements on the Internet must be marked with the word "advertising".

On September 2, " Tencent Technology " revealed some big V reading incidents

On October 2, WeChat officially launched mutual selection ads

On November 3, WeChat mini program was officially launched

On November 24, Xue Zhiqian's endorsement of Tencent Animation APP H5 hit the circle of friends

On November 25, "Luo Yixiao, Stop for Me" flooded the screen, and 2.62 million yuan was praised for breaking the record

On November 28, Mimeng posted a post titled "Don't believe in tears in the workplace, and she wants to cry and go home to cry" that caused controversy

On December 8, Uncle Tongdao sold his account to cash out 178 million yuan

On December 13, the micro-class of the Pissy Cat attracted more than 60,000 people to watch

"2017-year major events"

On January 9, WeChat’s “Mini Program” was officially launched

On January 11, Fengjie's "Luo Yufeng: Please Blessings and Encouragement" flooded the screen with 200,000 yuan in praise

On April 19, WeChat public platform implemented the new rules for "naming unique" of public accounts

On June 6, the backend of the WeChat official account was greatly revised

On June 10, the new media circle was earthquake! Many million-level entertainment accounts such as "poisonous tongue movies" and "Guan Ba" have been blocked

On June 29, WeChat public platform added a timed mass sending function

On July 4, the creative tweet of " Didi Hitchhiking " "The number of words in this article is 0" flooded the screen and attracted imitation

On July 13, fashion blogger Rebecca sold 100 MINI cars in 5 minutes

On July 23, the article "20 million people pretend to be in life in Beijing" flooded the circle of friends

On August 8, the fans of the official account disappeared out of thin air, and all the fans were cleared overnight

On August 15, the WeChat official account background article was lost after saving

I hope you can read the above carefully, then collect and share it. In the future, when someone asks you some questions about new media, you can just throw them to him~ Since the young master is still indifferent to his Taoism, there may be some omissions and negligence. If you find out, please let me know and I will reward you.

Doing new media well is not something that can be done overnight.

Author: Mr. Qianxing, authorized by Qinggua Media to publish.

Source: Mr. Qianxing