How to operate new media well

New media is a very large category. It is not just about posting on Weibo or WeChat . It is not just about thinking “what content should I produce” but more about thinking “what content does my audience want to see”. It involves many aspects, including data, psychological games, leveraging hot spots, using large resources, media cooperation, and topic ignition. It carries more public relations and advertising functions of this era.

Durex is a model of new media operation . Its Weibo operation has a creative team of more than 10 people. Behind it is a complete corporate brand culture that has already formed a culture, system and coordinate system. On this basis, it invests considerable manpower and material resources to carry out new media caliber design. This is just like UI design. There is always a set of reasonable logic to follow, rather than the operation editors making up their minds, thinking about how to draw lotteries, how to tell jokes, and how to catch hot spots to make popular accounts.

If you look at successful new media copywriting cases, you will find that products that successfully grasp the psychology of user audiences simply hit some of the most basic human emotions, such as emotion, anger, greed, etc. If you have a solid foundation, you will have copywriting, hot spot control, incitement, execution, connections, and resources. Why worry about not being able to make things happen in the new media?

So, what kind of new media editor do we need?

First, new media operations must have a "sense of the internet". This requires the ability to grasp hot spots, be familiar with data analysis , information collection, etc. Whether it is pure media or corporate new media, grasping the trend is the key. More importantly, among many trends, you must stick to your own orientation instead of chasing all trends. Some trends will destroy your values.

Second, integration. New media editors must have strong abilities to integrate materials and resources. Integrating materials is very simple. There is so much information, but which ones are true or false? Sometimes all you get is a few sentences, a small revelation given to you by someone else. If you want to develop it into an article, you must have the ability to find connections among the materials, almost like a detective. After connecting the meanings of multiple reports together, you will discover different values. It’s just like what Tiaoxi E-commerce once wrote, “ Double Eleven Has Become a Casino”, which is just a simple integration of materials, but has been read as many as 30,000 times.

Third, literary talent. Everything can be found in a structure and scenario. Its existence is logical and its occurrence has a direction. Literary talent serves this internal logic. One cannot just look at the special words in the article.

What is the way out for new media operations editors? There are actually two questions when it comes down to it: one is the value of this experience in new media operations, and the other is which direction to go. I have sorted out the ideas and suggestions given by @白崎 on Zhihu, you can refer to them:

When interpreting the position of new media operation from the perspective of an Internet practitioner, what I see is " product manager thinking" and " product operation thinking".

What are we talking about when we talk about a qualified new media operation?

1. Understand the product

Everything is inseparable from the product. Operations separated from the product are equal to zero. Many students who work in new media operations like to post jokes and inspiring stories. This will make the data look good, and it will also be true if a lot of comments are forwarded, but it is meaningless if no one talks about your product.

The first point of new media operation is to understand the product. To what extent? Be familiar with the history of the product and every functional point, understand the user's usage scenarios, know what is most attractive about the product to users, be able to quickly locate and solve all problems raised by users, and even have your own thoughts on the product itself. All of this is based on an understanding of the product.

2. Understand your users

Do you still believe in the data reports on the characteristics of post-95s on the Internet? OUT, have you ever thought about where these data come from? The understanding of users is based on long-term contact with users, becoming one with users, and solving user problems.

The Weibo fans and WeChat listeners that new media operators face every day are all users. Their joys, sorrows, anger, and happiness, preferences, and characteristics are imprinted in their minds through careful observation and repeated verification. Trying to understand users by looking at a few data reports circulating on the Internet is the most unreliable. Will I tell you that the data I made up in one night was reported as news by multiple mainstream media?

3. Understand communication

What is the best way to attract fans on Weibo now? What method can be used to detonate the circle of friends on WeChat? What are the tricks of the H5 pages that everyone is making that can make fans willing to spread it. The form has been changing, but the methodology has not changed, that is, the logic of communication, the three elements of triggering point, communication node, and communication form.

Therefore, what new media operators should think about is definitely not where the way out is, but what you have done in this position. The key point is to what extent you have achieved in the three dimensions of product, user, and communication. This is the value of the new media operation work experience. Changing jobs is just a matter of time and process.

I didn’t use the term new media operations editor at first because I felt that the qualifier “editor” could not cover the real job of new media operations. The industry jokingly calls itself the Chief Weibo/ WeChat Operations Officer (CWO), which I think is a good idea.

After sorting out the work value of new media operations, let's see where the way out is:

Product Line:

As I said just now, the first point in new media operations is to have sufficient understanding of your own products. All product operations are interconnected. A product manager who works on security products can also be successful if he switches to working on browsers because he understands the product, not just security products.

Understanding products essentially means understanding user needs and user scenarios, being with users for a long time, being down-to-earth, and knowing what ordinary users need and like most. At least you understand the characteristics of users of social products. Otherwise, how can you work on the two major social platforms of Weibo and WeChat?

Turn your usual complaints about Sina Weibo into your product optimization plan. As for writing requirement documents and drawing product prototypes with Axure, these are just formalities and you can learn them quickly with someone teaching you. What’s more, have you ever designed H5 games ? Isn’t this your product experience?

Operation/Marketing Line:

New media operation operates new media channels. Product operation, what is operated is the product. What if we treat new media accounts as a product? You are both a product manager and a product operator. For product operation lines, new media is often an important carrier.

First of all, it has to be said that the event operations of many companies still need to be implemented on new media. For companies that have no user accumulation in their products, new media is an external channel for user operations , such as Xiaomi’s user operation channel matrix - Weibo, WeChat, Community, and MiTalk.

These are simple words to say, but they require careful consideration to do. I will not elaborate on the marketing line. In many companies, new media operations belong to the marketing and public relations system, so you should be clear about what the marketing line usually does. What is converted is only the channel carrier.

It seems that it is talking about two job directions in the Internet industry, but in fact it is two sets of thinking methods, which are also applicable to other industries.

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This article was compiled and published by the author @爱珍 ( Qinggua Media ). Please indicate the author information and source when reprinting!