How do enterprises accurately lay out new media operations?

Lead: With the development of Internet technology, new media platforms represented by social media are constantly iterating. The author of this paper shares with us how enterprises can accurately lay out new media operations and reach users from five aspects: WeChat, Weibo, Zhihu, Xiaohongshu and Tik Tok. I hope it helps you. "Once the Internet, it was an era of Eden. Birds and beasts are everywhere and food is everywhere. A large number of people poured into the internet, and it was reasonable to think with traffic at that time; However, as the traffic becomes more and more expensive, the era when we have to go out of the Garden of Eden and reach for the fruit from the tree is gone forever. " Faced with fading traffic dividends and high customer acquisition costs, enterprises are facing new growth difficulties, and need to expand online operations and marketing channels. It is an inevitable choice to conduct content marketing through social new media platforms, expose brands and transform private domains. Many friends around me are doing brand management. Faced with the diversity of new media platforms, they are always confused: which platform should they choose to open an account? How to publish content for daily update? Why is the content not read and played? Even the account was closed by the official for no reason? How to get traffic faster, turn users into customers and turn customers into fans? "Those who know others are wise, and those who know themselves are clear." Only by understanding the characteristics of the new media platform and the portraits of its own users can we really lay out the content matrix. This paper discusses the enterprise operation strategy of the current mainstream social new media platform. 1. innovative operation of wechat integration scene combination elements: wechat official account, video number, community, circle of friends, applet, customer service number (including enterprise wechat). At present, as the largest social traffic platform in China, the WeChat ecosystem is still irreplaceable. With the iteration of functions, new operation elements appear. How to combine technology and content effectively has become the key to success. Taking the official account of WeChat (subscription number and service number) as the communication carrier of connecting elements, private domain centralized precipitation is still an important way. It is not difficult to see that the operation of WeChat also puts forward higher requirements for personnel's brand marketing awareness and comprehensive skills. Common operational misunderstandings of WeChat official accounts: I don't know who to show the content to, which makes me happy, such as simple holiday greetings, reprinting irrelevant information, daily news announcements, etc. The topic planning is arbitrary, and the user has no feeling of accepting it. Do not pay attention to users' interest in content, and do not pay attention to the dissemination of data feedback. Do not pay attention to content style: the brand is not tonal, the typesetting is not standardized, and the update is unstable. Operating principle of official account of corporate brand WeChat: clear account function positioning: the second official website of the brand, and the tool for the brand to provide services. Adhere to the customer first, convey brand culture and provide service value. Use menu bar, reply, template message, etc. , optimized according to the click situation, bundled with functions such as "manual customer service", "placing an order" and "receiving coupons". Pay attention to transformation and improve users' sense of participation. Spreading content is conducive to users' innovation, retention, activity, realization and repurchase. For example: release new products and explosions, and contact fans for welfare activities. Providing practical benefits deserves more attention. Follow up the data in time and optimize the feedback.