Analysis of New Media Operation Prospect

Without job prospects, five years of new media operation is fleeting, which is not long but not short enough for me to understand this profession. In my opinion, in the digital age, new media is the most powerful and potential media, and the operation of new media is also one of the most powerful and potential occupations. Operation is a big word, and new media operation is also a big word, but it has always been around us. I have come into contact with many people who are engaged in new media operations. Some of them are fresh graduates, some are engineers who switched careers, and some are ordinary migrant workers who have never been to college. It is a fact that the entry threshold for new media operation is low, but it does not mean that it is a simple job, nor does it mean that it is a job without great value. Most of these entrants think that new media operation is a common operation of WeChat official account, such as copying and pasting, writing articles, increasing fans, increasing exposure or selling products. I thought so five years ago. Starting from an ordinary new media operator, we did exactly what everyone thought, such as managing all kinds of social media and finding articles to promote powder. At that time, I often complained to my colleagues, when will this meaningless work end? It was not until I worked in the media and community for several years, wrote various explosive articles, made short videos and held various activities that I discovered that this so-called "head" was actually defined by my own behavior and needed to be broken by myself. Now I have more views on this industry and have led a group of excellent new media operation students. The future of the new media operation industry is limitless. In fact, we just want to know what the promotion space is after the operation of new media. In the next five years, 10, 50 years, will this job still be a decent job that can support a lifetime? This question related to career development is mostly raised by people who have not yet entered the industry or intend to enter it. In my opinion, the most important thing is to know what new media operation is. So we must first know what new media operation is and what it is about, then analyze the prospect of this work, and finally decide what to do to become an excellent new media operator and make a study plan. Next, I will talk about this issue from the following three aspects: what is the prospect of new media operation and how to become an excellent new media operator. 1. What is new media operation? Before we know the prospect of an industry, we need to know what kind of position it is, what the job content is and what the value of the position is. That is to figure out what new media operation is. The focus of new media operation is operation, but compared with traditional media, it uses more emerging media to complete the whole process of operation. Then let's understand the operation from the beginning. Operation is all the interventions to help users complete the purpose of using products. For example, if you download a fitness APP to exercise, in order to reduce 2KG, then through all interventions, the operation will better help you achieve this goal. No matter how powerful an enterprise is, its core is to "make something and then sell it". The process of "from scratch to sales" of a product mainly includes five links: "marketing, research and development, marketing, sales and after-sales", and each link has a core goal, which is simply: 1. Market research: make sure you. For example, semi-private schools divide several small markets in the whole market according to consumers' occupations and ages, and then subdivide the markets according to their desire and needs for work, so as to find our target users: people who are preparing/switching to new media. 2. Product development: The core goal of developing products to meet this market is to develop products and solve the pain points of users. Semi-private schools found that in the existing market, there are few products developed for those who prepare/switch to new media, but there is a great demand. Therefore, in view of this demand, we set up an online education class on new media operation to solve their problem: they can't learn new media operation systematically. 3.MarketingManagement: Let your target users know that there is such a product, and the core goal is to maximize users' contact with the product. In a semi-private school, we set up official website, upload the filmed courses, answer questions and publish articles in Zhihu, Jane books and other channels, and tell everyone that those who have the idea of changing careers can come to our official website for an audition class, so that the target users can contact us when searching for related questions and know the existence of the products. 4. Sales management: Using various methods to turn potential customers into paying users, the core goal is to urge users to complete the purchase. For us, sales and after-sales are both operations, with sales operation biased towards pre-sales and after-sales operation biased towards after-sales. The sales link can also be divided into pre-sales consultation and pre-sales operation. Just like semi-private schools set up an audition course consultation group to answer course questions for users who are interested in signing up for audition courses, this is pre-sales consultation. When they study the audition course, supervise their study, answer the problems encountered in the course, and finally make them satisfied with the audition course and buy the subsequent systematic courses. This is the pre-sales operation. 5. Customer support: ensure the satisfaction of users after purchasing products, and improve products according to users' feedback. The core goal is to reduce the turnover rate of old customers and maintain the brand image. Now we can also divide after-sales into after-sales customer service and after-sales operation. For example, after users buy our courses, we send out questionnaires of paid students for feedback, which belongs to after-sales customer service. For example, using punch cards to supervise students' study, improve the completion rate of classes, hold regular class meetings, urge students to finally get an Offer, achieve successful employment, and then recommend our products, which belongs to after-sales operation. New media operation is a process of adding new media means to the operation and helping users to complete the purpose of product use through new media means. This means can be official WeChat account, SMS, WeChat group, QQ group, email, APP, forum and other forms. Therefore, in this era of big data, the value of new media operation is reflected in: through new media means, improving product use satisfaction, promoting user success, and repeatedly buying or recommending others to buy products. There are many misunderstandings in the definition of new media operation. In the past, many people simply thought that operation and marketing were equivalent, which was also the most easily misunderstood. Because in fact, many companies will assign the person in charge of operating the official WeChat account to the marketing department, because what they do is marketing: let users know the existence of products. However, in some enterprises, the job of the person in charge of the official WeChat account is to solve the after-sales problem of users, which is the work content of the after-sales link, so it should be assigned to the after-sales department. But the purpose of market operation is mostly to let users know about products and buy products, which leads to the misunderstanding of "operation = marketing". However, so far, 90% of the core objectives of new media operation posts in the market are for marketing. So at present, the work content and definition of new media operation are different, and there is little difference between new media operation post and new media marketing post. The current situation is that the work of new media operation is divided into editing direction and marketing/operation direction, so that many enterprises use new media for marketing by default when recruiting. In addition, when looking for someone, many editors also say that they are new media operators. Just like this picture, they are also new media marketing positions, but the left side is biased towards operation and the right side is biased towards editors: but it is true that I have contacted many editors, and all they have to do is sell things by outputting various contents. To put it bluntly, it is to edit and produce content, and content promotes marketing. So in fact, I think the current new media operation can be divided into two directions: some new media operation posts for editing and some new media operation posts for marketing. As far as the operators I contact are concerned, the operators who prefer editing and editing all start from ordinary new media editors. At the beginning, they were probably only responsible for operating the official WeChat account through processing, processing and original articles. Later, he was responsible for the overall planning and operation management of the content planning, topic selection, implementation and release of the official WeChat account platform, grasped the overall style and development direction, created 654.38 million+explosive articles, and marketed them through various contents. Compared with the editor's operation post, the marketing operation post spans a wider field, and some new media editors also have to do it, such as writing articles independently, which is sensitive to the dissemination value of hot topics. In addition, they also need to use various new media tools to establish brand and product image, track the data of self-media promotion effect and maintain the problems in the whole operation process, and achieve marketing purposes through various new media means, including content marketing, but this is the key point. Second, the prospect of new media operation How to understand the new media operation can be mainly divided into two directions, and we can analyze the prospect of new media operation from these two aspects. As I said above, the new media operation of partial editing is the core of the partial editing operation post: marketing through various contents. The basic location of this position is Bian Xiao, our most common new media. The editing of new media is not a low-ability job as everyone imagines. In this era when content is king, editors are the closest to content. The new media operation mode of some editors is the editor-in-chief of new media. As long as you are strong enough and willing to break through yourself, the opportunity will naturally come. I witnessed a young man who started as a new media editor and struggled all the way to the position of editor-in-chief. At first, like most new media editors, he was responsible for the operation of the official WeChat account. He also searched for articles online, copied and pasted them, and modified them. After that, the headline party took a look and moved them to the official WeChat account, which really attracted a lot of traffic and fans, but he realized the problem of fan loyalty, because many people went through customs every day, especially after posting new articles. He once asked me, and I told him that the core of getting real traffic is: the same content, your content needs to convey the core concept of your product or enterprise, just like a semi-private school, which conveys that we are a project-based network new media school, serving people who are preparing to change careers or are changing careers in new media operations, so our output in any form is around this concept. This is exactly what a new media editor must do. For many self-media teams, the editor-in-chief of new media can be regarded as the core. This young man works in a self-media studio that makes short videos. He started as a new media editor and gradually became the chief editor. He needs to be responsible for building the reputation and reputation of the studio. Therefore, he not only needs to output high-quality content from the perspective of positioning and concept, manage subordinates, review and modify small editors' manuscripts, but also needs to learn photography, editing and music, and then appropriately apply them to high-quality short videos in his studio (content is the focus). In addition, it is necessary to understand the distribution channels that can get more traffic, which eventually leads to heated discussion. Finally, we should have the ability to manage and control the whole studio. The new media operation of partial marketing, that is, the full-stack marketing post advocated by semi-private schools, uses various new media means to achieve the purpose of marketing, and the new media operation of partial marketing is in the direction of marketing or operation director. The difference between some marketing posts and some editing posts lies in the different emphasis. Some clips emphasize content and marketing through content, and some marketing focuses on operation/marketing. Although there is content, after all, marketing is inseparable from content, but the key point is to expand sales channels through various means of new media operation, such as various activities, such as fission, h5, etc. , so that information can be "viral" spread, and finally complete marketing. Take semi-private schools as an example. Our product is online classroom education. In fact, this is our production, but if