Do you really understand the hardships of operating new media in an enterprise?
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NO.1 Corporate self-media is job self-media, not the self-media of self-media people. Sorry, the title is a bit pretentious. Corporate self-media is a channel used by companies for brand promotion. It is merely a traffic entrance and brand promotion port. However, did you know that those bosses will ask you to post hard advertisements on their own platforms every day, connect with e-commerce , and even ask you to link to Taobao? They never care about the relationship between Ma Huateng and Jack Ma. NO.2 Typing all day long, and also editing pictures, the omnipotent King Kong is indestructible After thinking of the copy every day, I not only have to seek guidance and punctuation from my superiors like a slave, but also from several leaders. Sometimes you suspect that except for you, everyone else in this company seems to be a leader. Isn't this just the job of an advertising copywriter? What's the point of calling an operations director... There is no artist for the pictures, you can just use some Photoshop, but they wish you could draw, saying this is not good and that needs to be changed. Hiba... do you know how hard it is to find picture materials? NO.3 Working overtime and not having a girlfriend Why? What is the logical relationship between overtime and being single? I believe everyone who has experienced it knows it. Time is money, but money cannot necessarily buy time. Women not only need money, but also time. They need these two things to soak in, otherwise they can only waste time. However, as a content operator, or planner, or something. You need to polish your content, one article a day, hoping to achieve quality content every day, with a hundred thousand+ posts every day~ Do you know how much energy was wasted in this polishing process? You want to have dinner with a girl, but unfortunately you don’t have time, not to mention that you, as an in-depth Internet user, lack the skills to meet girls face to face… NO.4 Waterloo with 10w+ Taoist Priest, you have been doing this for three months, how come you only have a few thousand fans? What the hell, look at that guy who got over 100,000 likes on his article and gained tens of thousands of followers, why don't you get over 100,000 likes too? The content is advertised every day, and the fan base is so low. It’s not a personal account. How can it just add 100,000 fans? Besides, isn’t it just luck that gets over 100,000 followers on a personal account? Besides, what era is this? Is it still the era where fans of opening a public account actively seek attention like a fool? It’s over! That era is truly over! If you explain to your boss what the fan bonus period is, let’s not talk about whether he can understand it, but first talk about whether he is willing to listen! In fact, I have never made more than 100,000 in my life. There was only one time when I almost made more than 100,000, but it was in vain. In the end, I still failed. With over 100,000 readers on WeChat, it still faces the dual dilemma of content output and value realization. NO.5 Helplessness during the exploration period of mobile Internet advertising models I used to sell dog food, you know, and I also started my own corporate media. It seems that there is no good advertising model on the mobile Internet except for WeChat official accounts. Is it Moments? Selling dog food is a century-long business, and you can’t invest millions. Tencent Guangdiantong ? Each fan costs 5 yuan, and my boss wants me to make 10,000 a month, which means I have to spend 50,000 yuan~~ Boss: I'd better go and advertise on Baidu! ! ! ! I:…… In the eyes of the boss, there are only network alliance ads and keyword placement. It is a blessing to meet such a boss. Don't expect him to understand the current situation of mobile Internet marketing . This industry is not mature at all. You just graft it on, thinking that peaches will grow by sticking a willow branch on a pig's butt... NO.6 The conflict between event operation and Ma Huateng xx, you must organize activities to mobilize the enthusiasm of users. Then I participated in the event, and indeed, there was a response, a lot of dog food was given out, and a lot of people inquired about it in the background. However, why the hell didn't the number of fans increase? Then just do it again! If I do it again and combine it with Weibo, there will be thousands of comments, and I will be very happy. But the number of fans on Weibo has not increased, the WeChat fans are still the same, and the people who receive dog food are still the same? How to develop new users? If you give it away again, users will spread word of mouth when they go home, and fans will definitely come. There is something wrong with the format of your activity. You want to spread it via a virus, and you need to encourage sharing. So, I started sharing. So~ I was judged as a marketing account, inducing sharing, locked up in a small black room for seven days, and reported~ This is event operation and prize encouragement. Your goal is to spread the word, and Ma Huateng’s goal is to maintain his high-end ecosystem. Maybe Zhang Xiaolong doesn’t know what he is thinking, so it doesn’t matter. NO.7 Taking risks under duress Don’t you want 10,000 followers a month? Give me a thousand for promotion, done! So a lot of fans without avatars came to the backend, and they came in a few seconds, did you know? The boss doesn’t understand, praise me! But not long after, he came to ask why the reading volume was still so low? WTF~ If you want to know the reading volume, that’s easy. The number of readings of the picture and text released that night increased rapidly, several times, and then stopped. The boss was also happy, the young man is good! But this is the same as xx, it can't last long, it's impossible to use it every day~ NO.8 Constipation-like content bottleneck I also interview self-media people every week, and I like to ask them: Have you encountered a content bottleneck? How did you guys solve it? How do you feel? I feel super good when I ask this question, you know? I'm not a pervert, but when I think about the logic of my previous leaders and their way of thinking that did not treat new media operations as human beings, I want to laugh. However, self-media people can finally get motivated and create content based on their own style. They buy and commission articles, and as long as they are original and in line with the platform's tone, it's fine. What about the corporate account? As a dog food seller, what other articles can you get besides paying people to write soft articles for you and send out fake test reports? Fuck yourself~ The boss started scolding: You fucking jerk, you spend all day writing about the product from 360 degrees, what new can you come up with? You have to follow the hot topics, you have to make breakthroughs. Hot spots, have you seen the hot spots some time ago? Where is the super strong internal logic between Uniqlo and dog food? Please help me get to the point, thank you! NO.9 Your circle of friends is now a pyramid scheme Xiao Ming is the WeChat official account operator of a dog food company, and a positive and active content operator. The single person has basic PS skills, intermediate copywriting skills, and intermediate chatting skills. Before taking the job, the original content of his circle of friends was 80%, mainly about his mood, beautiful scenery, food, and girls; after taking the job, the original content of his circle of friends was 10%, mainly about his mood. Before Xiao Ming started the job, the number of his WeChat friends was 84, mainly college classmates, family members, relatives, and girls he wanted to have sex with. After Xiao Ming started the job, the number of his WeChat friends was 1,000, mainly dog-raising aunties, dog-raising girls, dog-raising old men, and dog-raising mothers. At the beginning of the year, Xiao Ming was arrested by the public security authorities on charges of pyramid selling because he shared too many pictures and text content about dog food on his WeChat Moments. NO.10 Many sleepless nights and nightmares I went home and took the subway, feeling that another horrible day had passed. I was just about to breathe a sigh of relief, but then I thought about tomorrow, which was only a few hours away. What to write tomorrow? What style? (Actually, you have that stereotyped style that no one cares about) How do you match the pictures? I had a dream at night. I dreamed that you thought of the copywriting and you were very happy. The next day you thought the sky was falling and you didn't want to get up to go to work. Finally, look at the shabby house you live in, the cheap cigarettes you smoke, and the fact that you are a single person. You decided to get up again and walked in front of your boss with a smile on your face. It's a terrible day, and you survived it again. Then, tomorrow comes again... Finally, you lost your sleep, but there was no Miss Dong under the Anhe Bridge to comfort you, an ignorant boy. NO.11 Other people’s children are always better than yours, and other people’s wives are always better than your own. Look at how well other people’s public accounts are doing. I have told you many times that you should have a planning mindset, don’t just work with your head down, and communicate within the department! If you look at other people’s copywriting, you can get the users’ pain points. You have to grasp the pain points. Fortunately, it's not the G-spot. Others do it well, what reference do you use? That’s because they have a lot of fans, so the readership is high, and they have money to promote it, so a lot of people know about it. Boss: Let’s not talk about the number of fans, let’s just look at the content of the copy. Look at this copy, the style is funny and interesting, I love reading these now. Who would read you if you are so serious all day long? Don’t you know about fast food culture? Don't write so long, just express all I mean. Me: I remember you once said something like this, "xx, your copywriting is actually quite good. This copy is quite good, but no one reads it and the number of readers is not increasing. You need to get more fans." Boss: So, you need to have your own strategy. Bring me a WeChat operation plan tomorrow. Me: I have given you more than a dozen plans (turning the table). NO.12 Change of salary collection: once the red envelope is sent out, it is like spilled water You first send out red envelopes, circulate them in various groups, and let more people share them. Then you write an invoice and I will reimburse you. I sent messages to many groups, but I didn’t make much money a day, just a few dozen yuan, about 1/3 of my salary. Many people tried to grab the money, but few people transferred it. End of the month. Boss, this is the red envelope expense for this month, please help me reimburse it. When I calculated it, it was about one or two thousand. The boss said, just put it aside for now, and I’ll reimburse you when I get 5,000 together next month. ^-^ Wait... ^-^ Wait... ^-^ Wait... It's the end of the year. Finally I said, Boss, you should be the director and please find someone else. Self-media and corporate self-media, self-media people and new media operations are not the same thing. Final words What was I doing later? Now I’m doing self-media transactions. Creating content is really hard, and operations are not a job for humans, so I might as well discover their value and make them less miserable! Discovering the value of the poor self-media, helping them sell their products and building a transparent platform can be considered as saving yourself. Now that we have finished complaining, we still have to get back to reality. After complaining, I felt a little nervous because many friends came to me and said they quit their jobs. However, my intention was not to ask you to quit and fire your boss after watching this. I just want everyone to vent their dissatisfaction. My starting point is very simple, without any conspiracy theory (charming and pure smile). Of course, there are also friends who seriously share their operational experience with me and discuss some issues, which makes me very happy. Actually, I’m not a big shot. I’ve just been working around for a long time. I haven’t created any famous public accounts, so I’m just a mediocre person. I actually work in new media marketing. My main job is to provide clients with professional (I try to be as professional as possible) marketing plans and execute them. We spend a lot of effort on channel research. After all, it is not easy to cheat clients’ money. No, it is not easy to earn money from them. The contradiction complained about above actually focuses on: whether you can meet a boss who knows a little about new media. Now what I want to say is that I hope everyone will take this road of no return, oh, no, after taking this broad road, how can you avoid wearing out your feet during the long journey. You may have also discovered that many new media marketing experts have emerged, but I want to say to you: I am not biased, the level of most new media people is very low, they are realistic, hardworking, and utilitarian. There is nothing wrong with this, because desire is the driving force. What the masters share is always theirs. They use their successful platform to say a few words in front of you and you will feel dizzy, floating in the air, and think it makes sense. Nonsense, it makes sense for people to show you their successful things? I just talked about it randomly, without any logic or reasoning. Everything must have a beginning, and the new media form is actually not new. We saw it very early on. New media is relative to traditional media, such as paper media, newspapers, magazines, books, traditional television advertising media, etc. At that time, the media emphasized reading and comprehension abilities, and had very high requirements for information recipients, at least people with real reading and writing abilities. However, times have changed. We have the Internet, countless social media, blogs, forums, and various bars. In other words, the medium has changed. When you watch Descendants of the Sun or Batman vs. Superman, do you find it difficult to understand? Very few, right. Do you feel very tired? Almost nothing, right. Because the information they spread does not require you to understand, you just need to lie down as a pile of meat, open your eyes, and feel them with your emotions. So, the medium changed. I support the idea that the medium is the message, so I think the message has changed, too. The well-known movie "Amusing Ourselves to Death" talked about how our Big Brother used to force you to indoctrinate with ideology, and your thoughts would be monitored by the thought police. You would have no freedom, and your thoughts would be ruled by terror and media channels would be controlled. But now the media has developed rapidly, we can find entertainment information ourselves, we don’t need to be restricted (except for certain topics in our country), we just need to accept it, and we can’t accept it all. We actively indulge in the vast ocean of entertainment information, and then cannot extricate ourselves, and are entertained to death. I've said so much, what the hell am I trying to say? ——Most of the information disseminated by new media is meaningless and is entertainment information. So, you should understand one thing: entertainment. Give users spiritual pleasure. Humans are emotional animals, and it is not dirty to exploit other people's emotions for business operations because users need your content. But the premise is that I do not encourage breaking the law, and I also hate rumors. The audience of rumors cannot be said to be stupid, but they just follow the crowd, which no one can escape, so the negative impact will be great. For example, if a user has emotional problems and you can provide the right way to relieve his pain, I don’t think it is wrong. After saying so much nonsense, how do I get started? If you are a newcomer, I would not recommend you to research your product or brand first and then do content planning. My advice is: copy! When I say copy, I mean copying other people's planning ideas and models and routines. Of course, you have to copy to a good level. I am not asking you to copy other people's content. Don't do stupid things. The content still has to be original. What if the content is not original? It won’t work if you eat it cold. There are many reasons why you cannot be original, but ultimately you must have the ability to be original. In order to solve the problem of what content you need to produce right now, I would give you another suggestion: editing. Editing does not mean plagiarism, but it means you read a lot of relevant content, copy it down, and then "translate" it into your own words to make it logically smooth and complete. Then gradually improve. Let me talk about the benefits of copying and editing. Copying allows you to look through many relevant new media, including public accounts, Toutiao, other apps, etc. You will always discover something in this boring and occasionally surprising process, which will help you to have an overall grasp of what you are going to do; the advantage of editing is that you can repeat the information you see by yourself. The old-fashioned good memory is not as good as the rough writing method, and the effect is much better than learning great theories that are full of nonsense but you don’t know how to start. Ok, at this time you are already a first-level new media operator. You are about to move to a stage where you will have higher requirements for PS, topic conception, content planning, original writing, user growth, etc., or you are about to resign from that company. How to reach a higher level? I don’t know either. I’m not that good at it. I can only create original works, edit pictures, and do some planning. These are the basic abilities I complained about above. There is nothing else, it depends on the luck of the big guys~ ASO optimization service click link: ASO optimization service introduction IOS accelerated review click link: //www.opp2.com/8854.html This article was written by @銷新示例道长 and published by (APP Top Promotion). Reprinting this article requires the consent of Top Promotion , and please attach the link to this article! |
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