What are the differences in operational work between different platforms?

This question comes from a reader who said that he wanted to switch from WeChat operations to Taobao operations and asked what he should pay attention to. This has actually been directly discussed in an article to discuss the differences in operations based on different platforms.

New Media Operations

The new media platform may be the platform with the most gameplay and the most complex skill points.

For example, when it comes to operating a public account , most people would think that one must have good writing skills and be able to produce enough articles.

But in fact this is a misunderstanding.

As far as articles are concerned, there are two types: accumulating manuscripts and writing on the spot. For a larger company, there is a schedule for writing articles and topic selection meetings must be held. Therefore, a complete new media operation, from the perspective of writing alone, cannot be separated from the process of topic selection - writing - review - publication - summary.

Usually, for larger platforms, new media operations are not done by one person, but by a team. Some are responsible for writing, some are responsible for editing pictures, and some are responsible for typesetting. For one topic, three people may write, and then they compete internally to choose the best one. The others just collect manuscripts and save them.

If you come across a hot topic, you should just pick it up and write an article to follow the trend.

And these are only with regard to the article.

In addition to writing articles, new media operations also require interacting with users and sometimes even considering designing activities.

More importantly, the demand and support for data analysis is an indispensable task.

So I said that new media operation is actually a very complicated job.

But most people don't understand it and think it's just writing something.

E-commerce operations

E-commerce and games are both hard-working jobs. You may think that e-commerce is about getting you to buy things. That’s true, but not entirely true.

E-commerce is divided into two categories: platform operation and merchant operation.

The so-called platform operation refers to the operation of the e-commerce platform; while merchant operation refers to the operation personnel of the merchants on the platform.

Platform operations must take into account rules, platform activities, and subsidy strategies, and be responsible for the platform's traffic , the number and quality of merchants, etc. Simply put, it allows users to have things to buy on the platform and allows merchants to sell things on the platform.

Therefore, platform operations should consider operations at the rules level more. For example, Tmall’s Double 11 seems to last only one day or two weeks, but in fact the operation of Double 11 basically starts at most three months after the end of a Double 11. In the first three months, you will basically have to deal with merchants to attract investment and issue rules.

Merchant operations must consider their own operating costs, increase traffic obtained from the platform, and convert more of them into their own orders.

Therefore, merchant operations must first understand the platform rules, and then carry out operations through the tools provided by the platform. Card and coupon systems, portrait selection, and marketing tool configuration are all things that merchant operations use to empower themselves using the operational tools provided by the platform operations. Merchant operations must also be familiar with the platform’s SEO rules, advertising display rules, etc., and may also have to do tasks such as customer service.

This seems quite rich, right? But it’s not over yet.

The operation of e-commerce, whether B2C , C2C, or B2B 2C, must pay attention to the completeness of product introductions and the aesthetics of pictures. These are content work. Good e-commerce operation copywriting skills will also be very good. Of course, it is not ruled out that e-commerce can be split more finely, with content, activities, users, and data analysis each performing their respective duties to run through all links.

Community/ community operations

After some thought, I decided to put community and social group together because in general principles, the two have something in common.

Communities and groups are essentially operated around people, so rules are important, but personal relationships are also important. So, one is to manage relevant communities and groups according to the rules, and the other is to maintain good relationships with KOLs .

In a large community or group, the opinions of KOLs are very important.

My good friend Han Xu once said that Baidu Tieba has 100 million traffic on PC and 100 million traffic on mobile every day. So how can one person manage 200 million traffic? The answer is to manage 2,000 forum owners.

The principle is the same.

The requirements for community operation and social group operation are actually quite high. You need to know how to get a group of people to play and have them obey your baton.

The author of this article @张亮 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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