A lot of people saw it."New media operation" the name of the post was soared that it was to send a circle of friends, cut short videos and return private correspondence. It's more than that, and behind it is the design of choices, the production of content, the distribution of multiplatforms, the collection of data discs, which can't work well, but it does learn very real things。
What's the difference between traditional advertising and the operation of new media
Until smartphones are fully available, the branding of businesses is basically on television, radio, newspapers and magazines. Advertising costs are difficult to track precisely, and viewers forget when they look around. After the outbreak of short video and social platforms in 2015, when businesses shifted their budgets from television stations to channels such as shivering, red books, and public numbers, new media operations were truly transformed from a chores to independent jobs with a clear kpi。
Traditional media is one-way "i'll show you" and users are passively receiving information; new media operations are two-way interactions, with users applauding, commenting, forwarding, and private letters coming back in real time. This means that the operator is no longer just "writing the script" but also has to look at the comment area, study the image of the user, adjust the content strategy at all times, and the overall logic of the job is completely different from the past advertising on television。
What do you do with a single platform
Large and medium-sized companies often break into independent teams with two or three people each dedicated to a platform. The core task, for example, is to get through recommended algorithms, hot bgms, finish rate rules around which to shoot scripts, clips, headlines and covers, with a view to getting content into larger flow pools, additional flow support and recommendation positions for the platform。
Under this division of labour, operators spend two to three hours a day brushing their peers ' accounts, recording the structure, rhythm and writing of explosive content, and rewriting them into their own versions in conjunction with the sale point of the company's products. The end-of-month test is a hard one: an increase in the number of powders, the number of playouts, the rate of interaction, the rate of private correspondence conversion, whichever one fails to meet the target has to write back at the weekly meeting, and make clear how to adjust the next step。
How does one manage the operation of multiple platforms
Small companies with a limited budget usually follow the "one fish eats more" route, with the same set of materials being produced in a horizontal and vertical format, with different styles of writing, distributed to five or more platforms, such as tremors, video numbers, little red books, station b and the public. Within the team, three tiers are selected: senior operations, mid-level operations are responsible for filming production and data analysis, primary operations are dedicated to day-to-day maintenance of accounts and fan private correspondence responses。
The primary new media operation is the starting point for most eligible students and new entrantsDaily workIt doesn't sound complicated -- sending out the scheduled content on time, responding to the comment area, adding statistical daily data to excel forms
