How to get started with new media operation?

Understand the core competencies required for the operation of new media.

① Copywriting: It is standard for almost all operators, especially new media. It can be the official account of WeChat, and set up a Weibo, Zhihu or Douban. Basically, you need to write a good article to attract users.

2 planning: it is not enough to write a copy. It is becoming more and more difficult to achieve the massive growth of fans only by content. Although it is still an era when good content is scarce, we still need a good activity planning scheme to attract new ones.

3 Marketing: After attracting a large number of users with the official WeChat account, the most important thing left is how to make these users pay for themselves, which is what we often say. Liquidation here is largely a marketing behavior. In addition to selling goods, the new media operation specialist often shoulders the heavy responsibility of promoting the company's products and brand exposure. In this process, the new media operation specialist has accumulated a lot of marketing knowledge, laying a solid foundation for switching to new media marketing in the future.

Of course, in addition to the above three abilities, it is equally important to be able to draw prototypes, play PS and do PPT well, so I won't describe them here. So now that we know what capabilities are needed for new media operations, let's talk about how to acquire these capabilities.

Enhance the core competence required for the operation of new media.

(1) Ways to improve copywriting ability:

Writing practice with scientific plan: First, we should make a plan for our writing practice. We suggest writing two or three thousand-word chapters every week or reading and making three or five reading notes every week, but we don't recommend writing every day, because it is impossible to achieve high quality every time. The accumulation of quantity can be trial and error, but it takes time to correct the mistakes, and the mistakes are forced to produce the next work according to the rhythm before they can be adjusted.

② Deliberately practice in the "study area": Effective practice should be carried out in the study area outside the comfort zone, which are all areas you have never touched, and are all shortcomings and difficulties that you need to improve. For example, if you have gained some experience in still life description and want to perfect the story, then "how to tell a story" is the next stage for you to learn, and you must deliberately practice it.

3 High-intensity focused writing time: excellent writers and copywriters will have their own high-intensity focused writing time, and write with high concentration in a time period and space without any interference every day or regularly, and make it a habit. So it's best not to listen to music while writing, or dawdle on other trivial matters. This will not greatly improve our writing level.

④ Block exercises: Mastering more skills and methods can make the article more readable. Some people are good at writing stories, some people are good at writing dialogues, and some people are good at describing. They regularly practice for a goal, including targeted reading, taking notes and training, and express their practice results in subsequent training. In this way, our writing level will be higher and higher.

(2) Methods to improve the marketing ability of new media

① Theory: It is the basis of analysis.

Basic knowledge of data analysis, at least know how to do trend analysis, comparative analysis and subdivision, otherwise you will not be able to produce a data;

Basic statistical knowledge, at least basic statistics should be understood. Knowing the definition and applicable conditions of these statistics, statistical methods can make the analysis process more rigorous and the conclusions more convincing;

Interest in data and other knowledge, the more the better, makes the analysis process interesting.

② Practice: It can be said that 90% of analytical ability is cultivated through practice.

Clarify the purpose of the analysis. If there is no clear ultimate goal of analysis before analysis, it is easy to be bypassed by data, and finally you don't even know what your conclusion is for;

Look at the data in combination with the business. The data comes from business operations, and the analysis must of course return to business. Being familiar with the business can make the data look more thorough;

Understand the definition and acquisition of data. It's best to start with how the data was originally obtained. Of course, the statistical logic and laws of indicators must be memorized, otherwise it is easy to be deceived by data.

Finally, it is a necessary process to constantly review and analyze the data. Usually, an experienced non-data analysis operator has a much deeper understanding of data than a data analyst who just came in. That's the reason.

(3) Methods to improve the planning ability of new media

Analysis of successful cases in this industry: every industry has its own successful enterprises, and enterprises will make plans. When we have their plan, we should analyze the following points:

Where is the supporting point of planning? Are their prices cheaper than others? Or did he innovate some attributes of the industry or something else? Taobao, for example, has changed the way people shop by using the Internet as a tool. Then all the planning revolves around this);

What props do they use to show their support: data? Or the user experience? Or the celebrity effect?

What channel are they promoting: WeChat? Weibo? Still an APP；;

Finally, look at the difference between your own company and him: the most common way at this time is to find the point that makes users dissatisfied in the above successful cases, and then you take this as a support point and then plan around this point.