What is new media operation? What are the characteristics of new media operation?

The new media operation is a series of operation means to promote, promote and market products by means of modern Internet, using emerging media platform tools such as WeChat, Weibo and Post Bar. By planning brand-related high-quality and high-communication content and online activities, we can push news widely or accurately to customers, improve participation and popularity, so as to make full use of the fan economy and achieve corresponding marketing purposes.

At present, new media refers to media forms that are more suitable for social media, such as WeChat, Weibo, BBS and SNS. , they are more from the media, they have the following communication characteristics:

1, bidirectional communication mode

The way of traditional media information dissemination is unidirectional, linear and non-selective. It shows that the publisher of information releases information to the audience in a specific period of time, and the audience passively accepts information and lacks information feedback. This static communication makes the information flow weak and the communication effect is not good. The communication mode of new media is two-way, and each audience is both the receiver and the disseminator of information, so it has strong interactivity and obvious communication effect.

2. The receiving mode is from fixed to mobile.

With the development of wireless mobile technology, new media has the characteristics of mobility. Through mobile internet technology, browsing the web and watching TV with mobile phones are dynamic, not just in fixed places.

3. Communication behavior is more personalized.

Weibo, WeChat, blogs, podcasts and other new modes of communication make everyone a publisher of information, express their views in a personalized way and spread the information they care about. The content and form of communication are entirely my domain, and I am the master. On the one hand, the personalized mode of communication enables people to release information and affects the pleasure of others.

4. Real-time propagation speed

Compared with traditional media, the spread of new media has become more rapid with the help of Internet technology, and it is no longer difficult to receive information in real time and give corresponding feedback.

5. Diversification of communication content

From traditional media to new media, the biggest change is reflected in the diversification and integration of communication content. Traditional paper media display text information and picture information through plane, but now with the help of new media forms, information can be spread by words, pictures, sounds, etc. at the same time, which improves the amount of information and enhances the breadth of information.