How to get started with new media operation? Is there a systematic learning method?

Make use of the "new media" platform and take content as the core means to promote products and obtain "potential sales leads" that are beneficial to the profitability of enterprises. Then, for Xiaobai, how to open the road of new media operation, please see the following guide.

First, the purpose of new media operation

(1) Enterprise brand building

Establish brand culture and image

Cultivate users' cognition and loyalty

Drainage reconstruction

Reconstruction of Racine Drainage System

User maintenance

Improve activity, retention and prolong life cycle.

(2) Content-based self-media: traffic, advertising realization.

Second, new media platforms There are many new media platforms at present. If the product is in the cold start stage, it is suggested to adopt the strategy of multi-channel publicity and key channel maintenance.

Third, the characteristics of each platform and the functions of serving enterprises.

Wechat:

Form a one-to-many push for fans who have already paid attention, which is the main battlefield of new media.

Weibo:

Compared with WeChat, Weibo is more open, more direct in interaction, unlimited in quantity and time, and diverse in forms. Because of its openness, it is easy to produce explosive communication effects.

Information category:

Originated from the traditional news portal model, innovative content subscription mechanism, through user behavior trajectory and big data analysis, to achieve accurate recommendation of content and people. The advantage is that the creator does not need a certain degree of user attention and realizes a large number of recommendations through high-quality content.

Q&A platform class:

User positioning is more accurate and traffic quality is higher.

Live and video platforms:

The rise of short videos; Live broadcast-strong sense of substitution and timely communication with users.

Fourth, the new media operation stage.

Verb (abbreviation of verb) workflow of new media content operation

Six, the new media operation data index system

Seven. Index dictionary

(1) User Relevance

Number of new followers/fans

Cancel paying attention to the number of users and get the clearance rate.

A net increase in the number of followers

Cumulative Number of Followers (Subscription)

User source channel

User's gender, age, constellation, language, province, city, education, occupation and terminal model.

User Fan Orders (Weibo)

User interest tag

(2) Content-related

Content type-article, video, live broadcast

Number of content releases

Reading volume of articles

Comment volume and comment rate

Forwarding volume and forwarding rate

Such as quantity and speed

Collection quantity

Original reading (WeChat), short chain click (Weibo)

Number of people served (WeChat)

Graphic Conversion Rate (WeChat)

Friends circle (WeChat) secondary sharing

Conversation reading volume of official WeChat account and reading volume of friends circle (WeChat)

Word frequency

Commodity label

(3) Indicators of a single platform itself

Coverage, Activity, Dissemination and Influence (Weibo)

subject index

Single point index

Penguin index

Netease index

Eight, new media pain points and solutions

Pain point 1: data integration

There are many new media platforms, many accounts and scattered data. When making weekly and monthly reports, operators have to spend a lot of time logging into various backstage, downloading data reports manually, and then integrating them, which wastes time and increases costs.

Solution: There are many data management platforms in the market now, which can integrate scattered data from different channels. Take the Kanban management platform as an example to connect multiple channels with one click, with unified data caliber and timely data update. Generating reports is simple and fast, without any technical knowledge, and all platform data can be seen by one kanban.

Pain point 2: I don't know enough about the audience

Who is the user? Where is it? What are the characteristics?

Solution: Portrait the user to understand the user's attributes. Help operators to produce content according to user characteristics and pass data verification immediately.

Pain point 3: How to choose a topic? How to arrange it?

What kind of articles do users like? What kind of content is popular? What headlines can attract traffic? When is the best time to publish an article?

Solution: according to the content type label of the article, analyze the drainage situation and understand the user's interest points; Connect the reading volume of the article with the title keywords to understand which words are more eye-catching; Analyze which time periods have high reading volume and work and rest scientifically.

Pain point 4: Different media platforms have different characteristics. How to operate in a targeted manner?

The diversification of platforms leads to the diversification of operation methods. How to understand the characteristics of different platforms and do refined operations?

Solution: Cross-analyze the article content, audience characteristics and media platforms to understand the user characteristics of different platforms. Make targeted content for different channels.

Finally, I hope this guide can help operators to quickly master operational skills and embark on the peak of their lives as soon as possible!