How about the new media operation employment in the future?

I. What exactly is new media?

Simply put, I've always thought that the prospect of a new media job lies in "full-stack new media operation". But in the beginning, I think if we want to understand the prospects of an industry, we first need to understand what exactly is the new media, what are the advantages of him compared to traditional media, there are those common positions and jobs corresponding to the occupation, then we will discuss the prospects of the new media industry.

New media is the transformation of traditional businesses in marketing, branding, and organizational operations. In the past, companies used to place advertisements in newspapers and magazines, the marketing department made plans and content, found advertising agencies to design the ads, and then went to the media to place them. But now new media has appeared, and unlike traditional media, it can take the initiative, interact repeatedly, and also allow others to actively come to you and interact with you. Enterprises can spread their brand value and corporate image through new media channels, and users can also find enterprises through new media channels. Some people's definition of new media is only limited to WeChat public number, which is a rather narrow definition. I think this is a good answer, what is new media? Should be from the time, technology, society, these three perspectives to the "new media":

Time: time closer to the media can be called more "new": the network relative to the television is new media; television relative to the newspaper is new media

Technology: cheaper, more widely disseminated, more widely used, and so on, many of the above mentioned innovative technology media can be considered as new media;

Society: the reason why the new media is new, the most important is the innovation of the role of society.

And in the process of transformation of traditional media to new media, there is a practical impact on the operation, before, the market is the market, sales is sales, the two are completely different from the two departments. And now, new media operations include both marketing and sales. For example, the enterprise through the public number of articles to attract users, and then do interaction on the public number, do mall, some may be converted into commodity transactions and sales volume, these are the responsibility of the operation.

And the best thing about new media is: you can measure the output through data. We can invest money in branding and online and offline activities, but we can't measure the brand benefits or how many business opportunities the marketing department brings to the company. New media is different, article retweets, attraction, conversion rate, etc. are clear, equivalent to the operation of the work of materialization and standardization.

Two, the new media common positions and specific duties

Knowing what is the definition and advantages of the new media, let's understand what are the common post direction of the new media, common positions and positions corresponding to the ability.

Generally speaking, new media is roughly divided into two directions, editing and operation/marketing.

New media editing: according to the different requirements of the ability to divide, new media editing has the following three directions:

The first: the text as their own products. This kind is very much in need of creative ideas, talent or insight into the reader's psychology. The more representative is the misty, through the insight of the reader's psychology, output readers love to read the article. If you also have the insight of communication and operation, in the age of the Internet, you can soon become a well-known author.

The second kind: those who sell advertising ideas. You need to have strong creative ability, and if you can enter a big company and move towards the position of creative director, it is a very good choice.

The third kind: marketing. This time you need to use articles to help customers sell products. If you choose this direction, it's more about a deep understanding of marketing, and it's best to follow a boss who understands marketing and can give you a good ride.

New media operation/marketing: a series of operational means of product publicity, promotion and product marketing with the tools of new media platforms (microblogging, WeChat, Zhihu, Jianshu, etc.). Through the planning of brand-related high-quality, highly communicative content and online activities, widely or accurately push the message to customers to increase participation and visibility, so as to make full use of the fan economy and achieve the corresponding marketing purposes. Generally divided into the following two directions, you need to ask when recruiting, the company is recruiting which one.

One kind of WeChat, Weibo account itself is the product, some companies pay more attention to the new media, it will be a team operation: some people are responsible for the production of content, some are responsible for the management of the user, the study of the user's temperament, set up activities to improve the user's activity, and some will go to cooperate with the channel, through the payment of mutual promotion to grow the brand's degree of exposure, this is relatively easy. Some companies will let a person single-handedly responsible for a person responsible for the operation of the whole process. So when you are looking for a job, it is better to ask, this company is actually belong to that kind of situation.

The other is the new media as a channel, to half a private school, for example, half a private school of WeChat public number is only half a private school promotion channel among the many. The requirement for this type of operator is to run the channel well and bring traffic to the whole product, that is, the number of new users, the ratio of user activity, and user income. You need to be proficient in content, channels, and users, as well as data, activities, and other skills, all of which take a long time to hone.

We know the direction of these two positions, let's understand their job responsibilities and current salary levels.

(A), the new media editor:

Responsibilities:

To the responsibility of the column of text editing and content integration, and according to the needs of the platform, and in accordance with the specified time, to complete the release of the content, update and promotion.

Familiar with the update and upload work of various media platforms, able to penetrate into the user market, interact with fans on a daily basis, communicate and maintain a good relationship with the users, and able to analyze the data and adjust the content in a timely manner according to the needs of customers.

Able to fully participate in the planning of online content, as well as the team's planning program to create attractive article content to attract more users.

Ensure the high standard of selected copy, and continue to innovate in editing to ensure the readability of the written copy. Can communicate with the plane in time to ensure the effective combination of pictures and manuscripts.

Salary: If the company attaches more importance to the new media, the second-tier cities are generally in the 4000-6000 look, in the north of Guangzhou and Shenzhen will have about 20% upward fluctuation.

(2), the new media operation specialist (manager / director):

Responsibilities:

Responsible for the daily operation and promotion of the mobile Internet self-media platform (WeChat, microblogging, cell phone terminals mainly).

Responsible for being able to independently operate WeChat public number, planning and providing quality and highly communicative content for fans.

Responsible for planning and executing the daily activities and tracking maintenance of WeChat marketing line, sending various WeChat contents according to the project.

Responsible for increasing the number of fans, improving attention and fan activity, and interacting with fans in a timely manner.

Explore and analyze netizens' usage habits, emotions and experience feelings, grasp news hotspots in time, and effectively complete thematic planning activities.

Keeping up with the development trend of WeChat, paying extensive attention to benchmark public numbers, and actively exploring the WeChat operation mode.

To fully understand user needs, collect user feedback, and analyze user behavior and needs.

Salary:

In a second-tier city 4000-6000 If you get to the management level 6000-12000 The specific salary difference and the company's emphasis on new media has a great relationship.

In the north, Guangzhou and Shenzhen will have 20%-50% increase, the increase is also related to the company's degree of importance.

Choices in the new media industry

What kind of people are suitable to enter the new media? The two qualities that must be possessed by those who enter the new media industry are:

Must have a sense of the net: the person in the post must have to be sensitive to the network, medium-heavy Internet users, must have a certain knowledge of the new things on the network, the size of the hot events, the trend of the new media industry, and the development trend of the industry in which the company is located.

Strong understanding and communication skills: able to understand the user's feedback and make corrective decisions in a timely manner, chat and communicate with the user to ensure peace of mind, thoughtfulness, and properly solve the user's problems.

If you think you have both of these, then it's time to ask yourself if you really like the new media industry. Ask yourself honestly if you really like it or if it's just because it's a low-barrier industry.

Some people like the likes, retweets, 10W+ campaigns, and myths like Mimoun and the Devil's Dairyman that practitioners are so eager to discuss. But have you ever considered whether you can stand the long hours of late nights, irregular overtime, and repeated rewrites? In the end, the new media is the direct face of the user, this job, very test a person's ability to understand the user and the product experience ability.

So, this is a fine job, and a rough man can't do it. Have done their own WeChat public number and the future is full of (once famous) dream, but there is no consideration of the fact that the dream woke up; pre like, often feel that others can be effortless success, but did not consider their own if they fail to do.

The new media's "barrier to entry" does seem low, because there are almost no hard conditions for getting started, and all that is required is soft power. But in fact, the new media "competition threshold" is very high. Just think of the 20 million WeChat public numbers that have been opened, but how many of them do you read every day? So:

First of all, I hope you can manage your expectations.

Secondly, if you don't know whether you like it or not, you can find an internship, or open a WeChat or Weibo number and try to operate it. See if you can keep going in the face of all the discomfort, and whether the achievements brought by the new media can make you happy.

Lastly, let's take a look at the specific combination of competencies a new media practitioner should have.

For new media operations, we need to need to understand the principles of communication, understand the core needs of users, user characteristics, through content marketing to launch products to the user, and by targeting user activities to enhance user motivation and participation, cultivate user stickiness, loyalty, and increase user contribution. Like the network, can quickly capture information, know how to carry out online marketing activities. So the new media operation needs to know the knowledge and skills of communication, users, products, marketing and so on.

Three, the direction of new media development

Said how much, you should have understood what the new media, but also know that if you judge whether you are suitable for the new media industry, then if you have determined that you want to develop in the new media industry, how to do it?

Before doing so, understand the new media-related positions and what the job content is: according to the job duties and their own comparison, and then you can compare what aspects of their own deficiencies, know their own deficiencies, and then have the specificity to find a teacher or learning materials to learn that aspect of the knowledge. If you don't understand, then it's okay to practice the same thing, and spend more time on it.

Join a new media-related circle: When I first entered the new media circle, I added some of the students who bought the course, and then the teacher will answer some questions in it, and will also regularly share some dry goods online. In such a mobile Internet era, everyone can voice to express your point of view, I joined these groups after it, will also chat with them, a long time will be familiar with each other to add a friend or something, what good information resources can also be **** enjoy a bit, so that eliminates the problem of asymmetry of information, to join a group to join a circle that suits their own is very important to take their own strengths, make up for their own shortcomings. So that you will be on the road to go longer.

Practice your own net sense and inspiration, stay sharp: what is net sense? It is to know what netizens are most concerned about, such as some hot events, network language, popular trends. It is important to have the ability to control these. We can pay attention to how Durex is doing, in thinking may have some inspiration and help.

Practice writing and copywriting activity planning ability: writing this thing at the beginning and not much skill, I think the trick is to see more, more practice, more writing. Of course, you can also find some new media writing boot camps online, with a teacher to bring will also progress faster.