How to train a new media operator?

A while ago, I saw a topic on Maimai called "How to train a new operations person ". At that time, I didn't pay much attention to it, so I didn't read the content in detail. Later, somehow, this topic began to take root and sprout in my mind like a possessed object. So, I decided to write.

How to train a new person is something everyone will encounter in their career development, which means a small improvement in your abilities.

I would like to start from when I was a newbie:

When I just graduated and was looking for a job, my biggest desire was: someone to guide me (do you think the same as I do~). My idea at that time was very simple: I wanted to learn more and gain experience, and salary was not important. Many years have passed, and I have killed this idea because I began to realize that others have no obligation to help you grow, even your leader.

When I was an intern, I was looking forward to doing something meaningful and making progress. When I wanted to hire an intern after I started working, I wanted him to share some of the basic work that I didn't want to spend my time and energy on.

Standing in different positions, you will see different demands.

If you are a newcomer, don't just think about finding an experienced person to guide you. What is important is to observe, learn and explore more on your own. If you are like me and have several years of work experience, you can try to summarize and accumulate some methodological things, which will be helpful for building your operation system and training new people.

In my opinion, there are three main stages in the road for new media operation novices to fight monsters: familiarity points, connection points, and connection lines. The so-called training of new employees is actually the stage of getting familiar with them. You need to point out the core points and let them do them, do more, and do them continuously. Guide him to understand these points in the process.

The first stage: familiarity

Getting familiar with the subject is the most basic execution stage. For example, when I was in college, I worked as an intern editor at a portal. Every day, I had to "transfer" articles on time and with quality, extract the highlights of the articles and post them on Weibo, format the articles and post them on WeChat...

The daily work of new media operation is similar to that of editing. Common "points" include:

Content

• Find materials;
• Public account typesetting;
• Regularly push public account content;
• Editing/creation of daily content;
• Multi-channel content maintenance.

User side

• User message processing and interaction;
• WeChat group operation.

Data direction

• Competitive product analysis ;
• General operating statistics.

At this stage, you need to be able to calm down and face the repetitive work, such as adding pictures, typesetting, changing titles, posting articles at fixed times, and replying to various seemingly boring messages in the background...

Some people even began to doubt the value of their work because doing these things did not seem to require much technical skills. Yes, because you have typeset so many articles, but still don’t know how to choose a title that users will like; you have replied to so many background messages, but still haven’t organized a form to answer common questions; you have done so much operational data statistics, but you can’t tell what can be improved in future work.

In this case, why do you think operations is something that does not require any technical skills?

I remember when I posted articles on portals before, my teacher asked me to add a hyperlink of related articles recommended for reading before each article, so I added it. To be honest, I felt it was very troublesome at that time, and I didn’t know the value of doing this, let alone how to do it better.

Until one day I saw an article that specifically analyzed users' reading habits and experiences, and talked about the topic of [Related Reading Recommendations]. It spent a long time explaining the differences, as well as the pros and cons of adding reading recommendations at the beginning, middle, and end of the article. It suddenly dawned on me that a seemingly simple recommendation of related reading actually involves so much knowledge.

I remember when I first started running a public account, I was quite casual about the time of posting, sometimes at noon and sometimes at night. At that time, the leader said, you should push it at a fixed time period, and I said okay. It was only much later that I realized that pushing information at fixed time periods was intended to cultivate users' reading habits.

I remember that I liked to spend a lot of time on typesetting at first, customizing different typesettings for different articles, which resulted in the typesetting of the entire public account being very messy. At that time, I didn’t realize that maintaining the stability of content output and visual consistency is very important for building user awareness.

These are the points I have experienced.

Phase 2: Connecting the Dots

When you become familiar with each point, you will gradually see their connection, or the value of each point.

Take a public account article as an example. When you pay attention to a point, you may see beautiful layout, well-written articles, and good pictures. When you follow a line, what you may see is whether the content of the article matches the target users of the official account, and then you can judge whether it is well done or not. Because the pictures, content and pictures are ultimately intended to serve the target users of the official account. Without this, you are just entertaining yourself.

It’s like you think the titles of some chicken soup articles are all the same, with large fonts, ugly layouts, and low-quality pictures? But their target users like it. Have you considered this?

The connection point is when you know which resources you can mobilize to do something. For example, if your boss asks you to create a piece of content that will be read 10 times as much as usual, what would you do? If you stick to one point, you might be thinking about writing a certain article.

When you are familiar with many basic points, you will find that increasing the reading volume is not only related to the content of the article, but can also be achieved by adding operational means, such as online sharing activities, such as small rewards, which can be achieved through different channels, and of course, can be combined together.

At that moment, you suddenly realize that those seemingly repetitive and tedious tasks in the early stages of operations are actually valuable, and you grow from the accumulation of those tasks.

Stage 3: Connecting the Lines

If familiarity is a process of executing a single-point task, connection is a process of continuously splitting and implementing the task. Then the connecting line is the process of formulating strategies for products in different development cycles.

I’m still figuring this out. Maybe in the second half of this year, or maybe next year, I’ll find time to write an article specifically to share this.

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