Career in New Media

1.Career Outlook and Social Demand for New Media Operations

What is the career definition of New Media Operations? What does it mainly do?

New media operation is a series of operational means of product publicity, promotion, and product marketing through the use of emerging media platform tools such as Jitterbug, Shutterbug, WeChat, Weibo, and Sticky Bar by means of modernized mobile Internet. By planning brand-related high-quality, highly communicative content and online activities, it pushes messages widely or precisely to customers to increase participation and visibility, thus making full use of the fan economy and achieving the corresponding marketing objectives.

The main tasks of new media operation include:

(1) Selection planning: for the target users, understand the pain points of the target users and plan the topics that the users want to see. For example, you have been running your public number for a month now, and your target users are pregnant women. What they want to see, you need to mention the plan, such as postpartum rehabilitation, infant feeding and other content.

(2) Content creation: collect content material related to the topic selection, organize the material, you can first refine an outline and then start content creation. In the case of images, combine the theme and material into a photo essay; in the case of short videos, write a script and create the corresponding video.

(3) Attracting and converting: designing bait to convert potential users into paying users. For example, when one's account already has a certain amount of traffic, one will embed some advertisements in the released new media content (we call such articles soft articles)

(4) Activity planning: combine hotspots and plan related activities, such as the upcoming double eleven, plan sales-oriented activities; or, for example, during the college entrance examination season, it's time to use some high scores sprints for live courses to carry out fission activities.

(5) Channel maintenance: maintain the company's multiple new media platforms to increase the weight of the platform account. For example, put the content into multiple channels at the same time, participate in the activities of the platform, reply to private letters from the platform, deal with illegal content, and understand the channel rules and algorithms.

(6) Community activities: if the company has unified traffic, it will be directed to the community, which needs to be maintained on a daily basis. For example, sharing community information, sharing interest content, answering questions, organizing some community activities on a regular basis.

(7) Business cooperation: cooperation and communication to get more traffic. For example, if you want to get more traffic, you usually need to communicate and cooperate with other accounts, push their accounts or replace some secondary traffic; or find someone to advertise and so on.

The job prospects about new media operation can be recognized from the following three points:

First of all, with the rapid increase in the number of Internet users, more and more enterprises and organizations realize the important role of new media in brand promotion, marketing, customer service and so on. This also means that more and more companies need professional new media operation talents to manage their social media accounts, publish content, interact with users and other tasks.

Secondly, new media operation involves a wide range of fields, including but not limited to copywriting, design and production, data analysis, community operation and so on. Therefore, people engaged in new media operation need to have a number of skills and abilities, such as writing skills, creative thinking, data analysis skills, communication and coordination skills, etc., with high comprehensive quality. This also makes new media operation talents more competitive in the market.

Finally, with the continuous development of the Internet industry at home and abroad and the increasing demand for talents, new media operation will also become a relatively stable and well-paid career. According to relevant data, the current average salary of new media operators is high and above the medium level in the city.

2. What are the requirements to be a new media operator?

(A) Working ability

1. Ability to choose a topic and plan: For new media operation, choosing a good topic is a big success. So the operator should have a good sense of the net, stay sharp, pay attention to hot spots, and know how to capture hot spots and rub hot spots. To provide a pain point of interest. You write more gorgeous, hit the user's pain points, can not reach the user's needs is also useless, people do not even look at you a glance. Right?

2. Content creation ability: new media operations through the preliminary research to understand the needs of the target customers, pain points and other information, according to this information to determine the topic, to create content that can attract target users to browse. Content creation ability includes: material collection ability (reading and learning, interviews, information integration, etc.), material processing ability (writing, layout, shooting video, editing, etc.), as well as an understanding of the operating rules of each self-media platform, and so on.

3. Activity planning ability: the core of activity planning is to put forward ideas and formulate strategies to form an executable program. Operators need to think about what incentives to stimulate users to participate in activities, how to get as many users as possible under the limited time to achieve the purpose of the operation.

4. User operation ability: to have user thinking, to be able to prioritize standing in the user's perspective to find and understand the user's needs. Establish a trusting relationship with users and increase user stickiness.

5. Data analysis ability: data analysis can truly reflect our operational ability. We need to review the data of the published content, such as the number of views, the number of collections, the number of likes, the number of comments to see the data is good or bad, and even to look at some other relevant data to comprehensively analyze how to do a good piece of content.

(ii) University majors related to it

New media operations relative to other careers, its professional fit is not so strong, due to more work in the output of content, liberal arts majors will be better at it.

In the Catalogue of Undergraduate Majors in General Colleges and Universities released by the Ministry of Education in February 2020, majors related to new media operation are basically distributed in the categories of Chinese Language and Literature (4: Chinese Language and Literature, Chinese Language, Chinese Language and Culture, and Applied Linguistics), and Journalism and Communication (7: Journalism, Broadcasting and Television, Advertising, Communication, Network and New Media, and Fashion Communication, International Journalism and Communication)

(3) Recommended Schools

1. Domestic Universities

(1) School of Journalism and Communication, Tsinghua University: The school is one of the most famous schools of journalism and communication in China, which has excellent faculty members and teaching resources, and also has a fully English-medium Master's program in MTA (Media and Technology Administration), which trains students to be professional journalists. Administration) master's program, which cultivates talents with new media technology and management ability.

(2) School of Journalism and Communication, Peking University: The School of Journalism and Communication of Peking University is one of the famous schools of journalism and communication in China, with two undergraduate majors in journalism and communication, as well as master's degree and doctoral graduate education. The school is more outstanding in both research and teaching in the field of new media.

(3) Communication University of China (CUC): as one of the top media colleges in China, CUC has strong research and practical capabilities in new media, and its programs in digital communication and social media are very good choices.

2. Foreign universities

(1) Columbia University: Columbia University's School of Journalism has always been an important area of media education in the United States and even the world, the school's new media professional program is very complete, and you can get in touch with a lot of international level news figures.

(2) University of Warwick, UK: The Department of Media and Communication at the University of Warwick is one of the famous media education institutions in the UK, and the new media program at the university focuses on the combination of theory and practice, with courses covering social media, digital communication, online advertising and other aspects.

(3) School of Media and Communication, University of New South Wales: The School of Media and Communication at the University of New South Wales is one of the most reputable media schools in Australia and one of the best media and communication schools in the world. The School has a New Media program that aims to provide future new media practitioners with comprehensive knowledge and skills.

4. Career Planning for New Media Operations

(1) Career Development Path

The fact is that new media operations can only be used as a skill, and its career lifecycle is relatively not very long, which is also the reason why many people only take it as a side job. Here are some directions that new media operations can try to transform:

(1) Marketing The person in charge: Inside the Chinese enterprises, the marketing department seems to have always existed, they are the pushers of brand communication, the military division behind the sales, the brain of the enterprise. And you already know how to use the mobile Internet to spread the brand, but also know the online communication strategy and media placement strategy, this time you need to go with the trend, for the enterprise, for the brand to bring more marketing value.

(2) Head of PR: In the past, PR and media dealt with the most, these 2 industries are also the biggest probability of jumping ship with each other. When the enterprise is bigger and stronger, there are fewer PR crises and negative news. This time with the new media channels to respond to the affirmation, rapid response to minimize the negative impact.

(3) Self-media people: Speaking of self-media, in the field of self-media now, the most successful transition is the traditional media to the new media. One of the most critical choices to do self-media is either to do the platform, or to do the content, and then heavy vertical, content deep digging, to get the flow and the capital market favor.

(ii) recommended units

The employment scope of new media operations is relatively wide, that is, suitable for government agencies and units, but also suitable for entering the enterprise. Here we mainly recommend a few Internet companies:

(1) NetEase: NetEase is one of China's well-known Internet companies, involving games, portals, e-mail, news, communities and other areas. As a company with rich operation experience, it has a high-quality new media operation team, which can provide users with high-quality service and experience.

(2) Tencent: Tencent is one of China's largest Internet companies, including WeChat, QQ and other platforms. It has strong technical, data and resource advantages, and also has high strength and influence in new media operation. At the same time, the company emphasizes innovation and development, and constantly introduces new business models and products.

(3) Today's Headlines: Today's Headlines is China's leading mobile content distribution platform, dedicated to providing the world's best content distribution, consumption and communication services. It has powerful algorithms and technologies to accurately push content according to users' interests and needs, and it also excels in the field of new media operations.

(4) Facebook: Facebook is one of the largest social media platforms in the world, and it not only excels in the field of social media, but also has high strength and influence in new media operation. The company's advertising platform is very mature and precise, and can help advertisers better promote their products and services.

2030 Liaoning college students turn skills free training new media professional

The whole process is free! Not a penny to spend!

Eligible to follow the new media operation course for free!

21 years of graduation to 24 years of graduation students!

Students who have not paid corporate labor insurance can apply for government funding to participate in free new media operations training, recommended employment after learning!

Students who are unemployed, jobless, and changing careers can quickly declare that they will learn skills for free!