How to build a new media matrix?

It can be said that the operation of new media content is everywhere now. Open the portal and self-media platform, and see various forms of news such as words and pictures, which are content operations anytime and anywhere, and also broaden our horizons. When we search for a keyword in Baidu, we can get millions of results and publish various topics, such as life, literature and games, all of which are content operations. Now many small and medium-sized enterprises need new media content to promote, expose products and publicize culture, so that major users can remember it. So how do enterprises build a new media matrix?

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# Carding stage #

The first step is to sort out the development stages of enterprise new media. The new media matrix was not established at the beginning, and the emphasis of different stages was different.

For example, in the initial stage, the new media with partial media brands mainly try to build an external matrix and try it on a new platform with dividends; To build a matrix in WeChat, you need to establish an account first and find the core force point.

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# Subdivide people and needs #

After determining to establish a matrix in WeChat, it is necessary to subdivide the target users.

The first is the subdivision of similar groups. Some enterprises operate for a certain group of people, for example, the reading account "You Shu", and the users are mainly people who love reading, including many women, aged between 20 and 50.

In the growth period, after the number of book users increased, they differentiated into a group of mothers who are more interested in parent-child reading; Professionals who have a stronger need to learn spoken English.

As a result, "You Shu" has established a matrix account on WeChat, which contains books on Chinese studies, books read by parents and children, books on spoken English and so on. The second is the subdivision of different groups. Some enterprises operate different groups of people and need to subdivide the matrix to realize classified management.

For example, Xuebajun and Qian Chao both operate three groups (Xuebajun operates students+teachers+parents, and Qian Chao operates listeners+lecturers+publishers), so it is necessary to set up three independent accounts.

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# Choose a platform #

After determining the target and operating object of the new media, then choose the corresponding platform for matrix layout. The platform here mainly refers to the media or e-commerce platform that can be settled in.

First of all, we need to know some conventional pan-content platforms, such as Shuangwei, Headline, Baidu, Sohu, Netease and so on. We should also get into the habit of reading press releases, so that if there is an emerging media platform, we can know it at the first time.

Next, the platform is initially selected according to the vertical business of the enterprise. For example, photography companies can choose websites such as Hummingbird, Station Cool and Pinterest. Food companies choose bean and fruit foods, public comments and so on. You can refer to various App breakdown lists or vertical website lists to find these platforms.

After the initial selection of the platform, the next step-re-screening, that is, further screening of the primary platform. Suppose we run an official WeChat account about young people's photo socialization. According to the above principles, we initially chose platforms such as Weibo, WeChat, Little Information, Bili Bili, Pulse and Lofter.

Re-screening to find the platform of core operation. At this time, it is necessary to evaluate these platforms in multiple dimensions, such as platform type, ranking, magnitude of the same category platform, maturity, etc., among which maturity is related to the establishment time of the platform, user activity and commercialization degree.

Furthermore, it is to evaluate the operation level. The evaluation criteria include the purity of users, the freedom of operation, the value of fans and the support of the platform to operators.

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# Personalized architecture #

Simply put, it is perseverance. It is emphasized here that the personalization displayed by enterprises on different platforms needs to follow the mode of1+n. Here, "1" refers to the "gene" of the enterprise, and "n" refers to different roles that need to be built on different platforms, which should be transformed according to the style attributes of each platform.

In short, we should establish our own new media account matrix according to the product, business, brand and other dimensions of our company. Individuals or enterprises can also establish their own media account matrix according to their personal hobbies, interests, specialties and other dimensions.

Whether individuals or enterprises, the purpose of establishing a new media account matrix is to cover their own users and audiences from multiple dimensions, so that audiences and users can become their own fans, thus bringing economic value and benefits.