The new media is a wide range, not simply a microblogging, not just a “what i want to do” message, but rather a “what my audience wants to see” that involves a wide range of content, including data, psychological games, hot spots, large-scale resource use, media cooperation, topic activation, and more public relations, advertising functions of the age。
Like duresNew media operationAs an example, the dures weibo operation of a creative team of more than 10 people, backed by a set of corporate brand culture that has long formed cultural, systemic and coordinate systems, has invested considerable human and material resources in the design of the new media, which, like the ui design, is always a rational logic rather than an operating editor's headshot, how to draw a prize, how to talk, how to catch a hot spot to make a red account。
In successful new media casework, you can find that those products that successfully capture the psychology of the user audience are some of the most basic emotions, emotions, anger, greed and so on. If your foundation is laid, the paperwork, hotspot control, incitement, execution, people, resources. What's wrong with the new media
So what kind of new media operation is what we need:
First, the new media must operate with a “web feeling”. This requires the ability to capture hot spots, become familiar with data analysis, gather information, etc. Whether it be the media alone or the new media in business, the grasp of trends is key, and more crucial is to insist on one’s own orientation in many trends than on all trends, some of which undermine your values。
Second, integration. The new media operate with greater capacity to integrate materials and resources. Combining material. It's simple. There's so much information. Sometimes what you get is just a few words, a little story that someone else gives you, that you have to develop into an article with the ability to detect connections from the material, and you find different values when you're connected to what a detective, like multiple articles, means。
Thirdly, language. Everything can be found in the structure and context of what happened, and his existence is logical, he happens in a direction, and the writing serves these intrinsic logics and cannot be read only by the particular text of the article。
What's the way out of the new media operation
There are two problems:
What is the value of this experience in the new media
Which direction can we go
The idea and suggestions given by @whitesaki can be consulted:
When i read the new media operation of this post from the perspective of an internet practitioner, i saw “product manager thinking” and “product operating thinking”。
What are we talking about when we come to talk about a new, qualified media operation
Everything goes away from the product and the operation of the product is zero. Many of the students who run the new media like to play with the clips and the chicken soup, so the data will be pretty good, and it's true to forward many comments, but there's no point in talking about your product。
The first point of the new media operation is to understand the product and to what extent? Understanding the history of the product and each functional point, understanding the user context, knowing where the product is most attractive to the user, quickly locating and solving all the problems raised by the user and even thinking about the product itself is based on an understanding of the product。
You still believe in the 95-year-old feature report on the internet? Out, have you thought about where the data came from? The understanding of users is based on long-term contact with and integration with users to solve user problems。
Every day, new media operators face microblogging fans and followers of twitter, whose joy, joy and identity are printed in their minds through careful observation and repeated validation. Trying to get to the users by looking at some of the data reports that are being circulated online is the worst, and i'll tell you that the data that i've produced all night in my head have been taken over by many mainstream media
Now, how do we use the most powder on twitter, how do we blow up the circle of friends on twitter, and what do we know about the h5 page that everybody's doing? The form has been changing, but the methodology has not changed: the logic of transmission, the trigger point, the dissemination node and the three elements of the form of transmission。
So what the new media operator wants is definitely not the way forward, but what you do in this post, focusing on the three dimensions of product, user, and dissemination, which is the point of value of the new media operating this work experience, and the shift is a matter of time and process。
I didn't start with the word "editor" in the new media because i felt that editing the qualifier could not cover the real new media operation, and i thought it would be nice for the industry to make a mockery of the chief microbrew/wirecom operator。
We'll see what we can do:
As i said earlier, the first point in operating the new media is that there is a good understanding of the home-grown product, and that the product manager who is a safe product can also be successful, because he understands the product, not just the safe product。
Knowing a product is essentially an understanding of user needs and the user landscape, long-term and user-friendly, knowing what ordinary users need most, what they like best, or at least you understand the characteristics of social products, or how else you can work on two social platforms: twitter
Let's turn the usual tweets to your product optimization. As for writing demand files and drawing prototypes of products using axure, these are only formal things that can be learned quickly. Not to mention the h5 game design? Isn't that your product experience
Operating/market lines:
New media operate and new media channels operate. The product operates and the product operates. What if the new media account is a product? You're both a product manager and a product operator. For product lines, new media are often important carriers。
First of all, it has to be said that the activities of many companies still need to be carried out on the ground in new media, which is an external channel for user-operated companies that have no user-deposition in their products, such as the mi company's user-operater matrix — microblogging, twitter, community, rice chats。
It's easy to say, and it's a matter of thinking. The market lines, which i will not dwell on, are part of the public relations system of the market in many companies, so it should be clear what the market lines usually do, and what they do is a channel vehicle。
It appears that there are two positions in the internet sector, two ways of thinking, and the same applies to other industries。
