Wang, an operator born in the 90s, said: In the new media industry, all KPIs are like a dream bubble!
|
Have you ever spent a lot of time making so-called reports? But just for meetings? Have you ever encountered a leader who set unreasonable KPIs and made KPI the only goal of your work? When the number of readers of your public account is only a few hundred, your leader will set various KPIs for you. In my opinion, these are all pointless ways of working! It is killing the value of your existence in disguise! In 1,095 days, I wrote nearly 1,000 daily work reports and 150 weekly work reports. Each of these 150 weekly work reports, presented in Excel format, basically has more than 40 lines. They are all made around various data of WeChat public accounts . Even when preparing reports, the little princess is much more diligent than most people. . . It's actually so stupid. . . As shown in the figure: The meaning of its existence is: 1. Leadership requirement 2. Must be done as a supervisor 3. Used in meetings 4. Complete the next task in a planned manner 5. Analyze defects and continuously improve work performance 6. ... But is it really like this? Bullshit! In the 365 days of a year, I actually spent nearly half of them doing the so-called "WeChat work weekly report"! All my precious time has been wasted on this meaningless "KPI". I just want to say "FUCK!" I know you want to say "FUCK!" too. Later I figured it out: it can directly reflect your work ability, thus helping you get promoted and get a raise. KPI is originally a target-oriented quantitative management indicator, but many new media teams directly regard the number of users and reading volume as "KPI". But at this moment, it is happening to countless new media teams: KPI has lost its original meaning. This is exactly what I want to express today - new media operations , all KPIs are just illusions. 1. Using the number of fans and reading volume as the final KPI is a recipe for death Many companies run WeChat public accounts and use the number of fans and reading volume as the final criteria for measuring KPI. At first glance, it seems to make sense. After all, the ultimate goal of a company to run a public account is to make money, and more fans can make more money. The more readers you have, the more fans you will have. But in fact, there will be big problems! For example, Xiao Ming: Xiao Ming uses some tools to find a high-quality article on operational knowledge, and authorizes its reprint/plagiarism to be posted on his own WeChat public account, which may only take 10 minutes. This article brought 200 followers to Xiao Ming’s official account. For example, Xiao Wang planned to write an article about operational practical information . He searched for various materials and data, and worked hard from morning to afternoon. Finally, a very logical article was born after a day of hard work. But this article only brought 50 followers to Xiao Wang’s official account. No matter from a personal perspective or a corporate perspective, Xiao Ming has done an outstanding job and has completed the KPI perfectly. This will make Xiao Wang feel lost, and he will think: Should I still create original works? I think the quality of my 50 fans is much higher than Xiao Ming's! We will discuss these two issues later. This reminds me of a bubble phenomenon in the new media industry: data falsification. 2 KPI - the source of data fraud 1. In order to achieve the KPI set by the leaders, many new media operators have tried various methods. Plagiarism and unauthorized reproduction are already considered very unethical behaviors. What's worse, some people buy fake fans on Taobao, create false reading volume and likes, and use perfect data to deceive their leaders in order to obtain rewards, leadership appreciation and promotion opportunities. 2. Do supervisors need to be compensated? The supervisor not only needs to get paid, but also needs to complete the partner's projects and make the advertisements placed by the client look very popular. If the conversion rate is not high, that is the client's project's problem. The supervisor has this perfect data (high reading rate, high likes), so he can pat his chest in the meeting and say, "I have done a good job, won the boss's appreciation, and got a high commission." I can also declare to others how big a project I have completed, so changing jobs is not a problem at all. 3. Does the boss need to get paid? The boss does not need to be paid, but he needs to show the business plan and this perfect data to investors in order to obtain angel financing from them. Investors are certainly not that stupid, but there are always one or two who don’t understand how deep the water of new media is (data falsification) and only invest one or two million angel investors. Even though some investors know that the data is fake, they will still invest because... 4. Investors are not stupid. One or two million angel investment is nothing to them. He was waiting for the PA Round B investors to come out a year later to take over this hot potato. After Investor B accepts the offer, he can then announce to the outside world how successful his angel investment is. This way he can do more and he can make more money. Today, the little princess saw an angel investor with all kinds of halos on his head, raising money by giving lectures. . . As for who this guy is, the class actually doesn’t care. What the class cares about is his aura. Does it cost money to take the course? Of course it costs money! But it's the company's money that's being spent. . . It can be reimbursed anyway. . . When you think about this, don’t you feel that one thing leads to another? Don't be impatient, it's not over yet. . . 5. Investor B in the listed company is not stupid at all. Several million in the PA round is nothing to him. He is waiting for the A-round investors, and the A-round investors are waiting for the B-round investors. . . After several rounds of financing, this small business was successfully listed (on the Growth Enterprise Market). Investors have many sophisticated ways to quietly cash out while ensuring that the price-to-earnings ratio meets the requirements. . . In the end, it is the shareholders who are hurt. . . Don’t be skeptical. Several new media teams have already received C round of funding. Just wait and see. This world and the new media industry are really complex, yet also very simple—everything is Dharma, like a dream or bubble. Well, since KPI is so complicated! Should we still create original works? From the perspective of commercial monetization, is it better to have a large number of fans or high-quality fans? What should I do if I want to be Xiao Ming and Xiao Wang at the same time? ASO optimization service click link: ASO optimization service introduction IOS accelerated review click link: //www.opp2.com/8854.html APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China. Welcome to follow our official WeChat public account: appganhuo [Scan the top APP promotion WeChat QR code to get more dry goods and explosive materials] |
>>: When products become homogenized, how can operations find opportunities?
Recommend
How to provide early warning for user churn?
Recalling lost users is ineffective? The attritio...
Wedding photography, second-tier e-commerce and other industries information flow delivery cases and data references
Today we are going to talk about the delivery of ...
Li Zhongying's video on children's learning ability and results
Li Zhongying's children's learning abilit...
Cheng Guangjian sales negotiation and professional payment collection skills video
Mr. Cheng Guangjian has worked for companies incl...
How can an app push activities based on user information?
According to statistics, a precisely pushed campa...
Chengdu Tea Tasting has its own studio, where you can experience unexpected services while drinking tea
Chengdu Tea Pincha has its own studio: Senior age...
Yangquan Course Mini Program Agent Price Query, How much is the Yangquan Course Mini Program Agent Price?
How much does it cost to be an agent for a course...
How to build a personal brand in the circle of friends?
Before this, I have written a lot about personal ...
How much does it cost to customize a Dazhou beauty app? Dazhou beauty app customization price inquiry
WeChat Mini Program is an application that users ...
A must-have website for advertisers, operators, and marketers! (Super full version)
2019 has passed 1/4 … It's time to recharge F...
3 elements and ideas for activity review!
It’s the annual 618 event again, and it’s time fo...
How to create creative maternal and child advertising on Douyin? Learn about the 5 key words
How to do maternal and infant marketing on Douyin...
How do you create a WeChat article with over 100,000 readers?
Self-media, Internet and game companies, and trad...
How to promote your brand on TikTok? 5 Tips
According to InfluencerMarketingHub, TikTok has 5...
Uncovering 19 cases of "human marketing"
In my 12 years in the industry, there is one thin...