The former product operations director of Maopu.com talks about ten insights on new media operations
| I should be considered as one of the first new media operators. I came into contact with Weibo at the end of 2009. In 2010, I had 500,000 pure fans on Mop's official Weibo. The quality of fans in 2010 was very high. We have never tried to increase the number of fans, firstly, we had no money and secondly, we did not rely on it to make money. There was no PP time machine at that time, so I could only send them one by one by hand. Why do you use Weibo? After 2008, Internet traffic diversion became increasingly serious. At that time, we simply felt that the resources on the main Maopu website were not enough, and it would be a good idea to have an additional channel to promote Maopu's brand and content. In 2010, the official Weibo account of Maopu has always been ranked first among online media, and I was responsible for about 1/3 of it (after all, the core work is related to the Maopu main website). After 2011, Yin Yue Tai and Bao Zou Manhua surpassed the official Weibo account of MOP one after another, but that is a story for another time. At the same time, I also created a QQ space for Mop Ghost Talk, which received 30 to 40 million hits a year. I also created a Renren page and another page. Based on these, I established a third-party platform operation (now called new media operation) team in 2011. All accounts are managed by dedicated operations staff, and this department reports to me most of the time. Later, I created the WeChat public account of Mop. After 2011, I was promoted to be responsible for the core operational business of Mop, but I kept visiting the official Weibo of Mop every day. I felt that this would make it easier for me to understand the specific work in this area, until I left Mop in 2014. It seems that countless companies are now engaged in new media operations, and it seems that if you don’t do it, you will fall behind the trend. Here, I would like to write down some of my insights and opinions on Weibo and public account operations, hoping that they will be useful to everyone. Insight 1: Establish your positioning and label your account Before creating an account, you must establish the positioning of your account, which users' needs you are meeting and what problems you are using it to solve. For example, the account "Leilai has something to say" is targeted at domestic Internet operators. I hope to convey my understanding and ideas about operations and help them improve their operational capabilities and levels. It is even easier to understand labeling. Can you summarize the attributes and characteristics of your account in 10 words? For example, “Leilei has something to say”, the tags are: original, sharing of Leilei’s operational experience. For example, "We love to tell jokes", the tag is: jokes in the form of pictures or text. Another example is Liu Jishou, whose label is: poisonous comments. If you want to become a hit product, you have to be unique. If you yourself cannot summarize the uniqueness of your own account in the most concise language, so that when people mention you, they can associate it with a few words. Or when people mention a certain label, there are already a lot of huge products on the market. If you do it now, you will undoubtedly become cannon fodder. At least others have already formed a preconceived notion about it, and you will have to pay a higher price. Insight 2: The operator needs to be in harmony with the account After I stopped posting on the official Weibo account of Mop in 2011, users immediately reported that the account was different from before. Why is this happening? Everyone has a different personality and temperament, so their understanding of accounts is bound to be different. These will inevitably be rooted in your account, and netizens will also perceive your various temperaments from this account. This is the unity of form and spirit. Think about it, is it possible that every piece of content posted by an artistic young man and a loser on Weibo or a public account would be the same? So the owner of your account has changed, or there are several people maintaining one account, and netizens can see it clearly. Therefore, if you want to operate these accounts in the best way, you must be careful in choosing the operators, and they must match the temperament you want, otherwise you will go astray. Insight 3: Ask yourself, are you sincere enough? Let me ask you a few questions and see how many of them you can answer “yes” to? 1. If you are operating a Weibo platform, do you know how to use all the functions of Weibo? The same applies to WeChat. 2. When you get off work every day, can you say to yourself that you have a clear conscience? 3. Do you carefully consider every word? 4. Do you choose each picture carefully? 5. Since you know the difference between having pictures and not having pictures, and the effect is several times different, have you used pictures? 6. At that time, I updated the post from around 9 am to nearly 1 am every day. I updated 30 to 40 posts a day, one by one manually. I did this every day. If I had something to do, I would find someone to take over temporarily. Did I tell you that? 7. Will you exercise your ability to discern content? 8. Have you ever had a time when, when a major event happened on the Internet, you spent an evening or a day carefully reading all the related articles? 9. Can you distinguish accounts that increase followers? 10. Have you studied your statistics carefully? Have you (not your leader) ever set goals for yourself? Insight 4: Weibo operations will see an increase in data if celebrities are included When I was doing entertainment-related polls before, I found that as long as I included certain entertainment stars such as Li Yifeng, Li Yuchun, Zhou Bichang, Wu Yifan, etc., their fans would definitely come to vote, and the data would definitely increase, no matter how few fans you have on Weibo. The same applies when doing Weibo activities and using the “# #” function. As for the reason, let’s just assume that I don’t know. Anyway, that's the fact. Insight 5: Sharing is the key to building a good account Sharing means more effective dissemination, which means your content will be seen by more people. So when you create each piece of content, you must always consider its spreadability. You must accumulate user resources, carefully consider the title, and carefully consider every detail of the content. You have to analyze why those accounts are doing better than yours. You have to know more people who do the same thing as you, and exchange ideas with them... If you just post the content and think that someone will read it, and don't do anything else, I can only tell you: compared to others, you are still at the novice stage of new media operations. Insight 6: Pay attention to timeliness and take advantage of current hot topics Everyone knows that when a piece of hot news breaks, the first one to break it will benefit the most. The industry term is "grabbing the news" or "grabbing the hot spots." The same is true for self-media. I remember that during the 3Q war, there was a very famous picture. I was the first one to post it, and that Weibo post brought an increase of 10,000 followers. Actually, I just saw someone discussing it in the QQ group, so I secretly took it and posted it directly, getting ahead of everyone else. When many events break out, can you combine these events to help your account increase its influence and attract fans? Or did you just laugh it off with your friends? Insight 7: Learn to enjoy the pleasure of using Weibo and WeChat The worst thing is to take things seriously. For many jobs, you can only realize your greatest potential when you really immerse yourself in it. What does it mean to sink? It means that you have found pleasure and the G-spot. At this point, your job is no longer to "do" it, but to play it and enjoy it. These are two levels, two realms. When I was using Weibo, no one forced me to do it, and it didn’t count as part of my KPI. I could even choose not to do it, and the company wouldn’t say anything to me anyway. Now that I’m running this public account, I can’t interfere with work during the day, and I have to spend at least two hours writing an article at night. Am I not tired? I have a principle: if I think it is worth it, I will do it. When I was working on Weibo, I met Lengtu (we love telling jokes). We did “cat-rabbit interaction” and each of us brought a lot of fans and had a lot of fun. When I started Weibo, Homepage was still very small, and Xiaomi started Weibo two years later. I am good friends with accounts such as Genius Red Panda, Encyclopedia of Embarrassing Things, Sister Furong, etc. I run a WeChat public account, and got to know Gupo's Things, Operation Uncle, Everyone is a Product Manager, Mantou Business School, Socket Academy, etc. These are all gains. Insight 8: Don’t fight alone There was a basic logic behind the rise of the selection of cold jokes. He believed that if multiple accounts forwarded and promoted each other, the business would grow bigger and bigger. Later, many accounts also learned to forward each other's messages, leverage each other's momentum, and benefit from each other, and as a result, they grew bigger and bigger. In fact, you will understand this principle if you make an analogy: I have a lot of experience, and I exchange each of them with other people. Who benefits the most in the end? It's me. The Internet is already an open era. It is no longer feasible to be self-contained and work behind closed doors. Individual heroism will only hurt you. Sharing, cooperation and common prosperity are the general trend. Insight 9: New media operations should be handed over to the most suitable department I'm telling you this, don't hit me. I found that many companies, which are obviously good at content, such as community, hand over the work of new media operation to the marketing department. Obviously it should be handed over to the content department/operation department! Depending on the purpose and positioning of your account, you must hand it over to the most appropriate department. Professionals should do professional things. Don’t think that everyone can be omnipotent, okay? Or you can set up a special new media operation department and do this seriously, like Xiaomi, and show some courage, okay? Insight 10: Do a good job of filing documents Many companies are playing with account matrices, and Mop has dozens of sub-Weibo accounts. We have lost more than one account before. When the operators left, they simply changed the name and used it for their own use (professional ethics). Therefore, making good record of your information can prevent the loss of your account, and the person who takes over in the future will be able to continue. In addition, if such things should be reported, they should be reported. The mechanisms are very complete now and there will definitely be someone in charge. |
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