Employment direction of new media

1. Career prospects and social needs of new media operation

What is the professional definition of new media operation? What's the main reason?

The new media operation is a series of operation means to publicize, promote and market products by means of modern mobile Internet and using emerging media platform tools such as Tik Tok, AutoExpress, WeChat, Weibo and Post Bar. By planning brand-related high-quality and high-communication content and online activities, we can push news widely or accurately to customers, improve participation and popularity, so as to make full use of the fan economy and achieve corresponding marketing purposes.

The main tasks of new media operation include:

(1) topic planning: aim at the target users, understand the pain points of the target users, and plan the topics that users want to see. For example, you have been operating the official WeChat account for one month now, and your target users are pregnant women. What they want to see, you need to make plans, such as postpartum rehabilitation, baby feeding and so on.

(2) Content creation: collect content materials related to theme selection and sort them out. You can improve an outline first, and then start content creation. If it is a picture, combine the theme and material into a picture article; If it is a short video, write a script and make a corresponding video.

(3) Drainage transformation: designing bait to transform potential users into paying users. For example, when your account has a certain amount of traffic, you will embed some advertisements in the published new media content (we call such articles soft articles).

(4) Activity planning: combine hot spots, plan related activities, such as the upcoming Double Eleven, and plan sales-oriented activities; Or, for example, in the college entrance examination season, it is time to use some high scores to sprint live courses for fission activities.

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

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

(7) Business cooperation: cooperation and exchange to obtain 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 employment prospects of new media operations can be understood from the following three points:

First of all, with the rapid growth of the number of netizens, more and more enterprises and institutions have realized the important role of new media in brand promotion, marketing and customer service. This means that more and more enterprises need professional new media operators to manage their social media accounts, publish content and interact with users.

Secondly, new media operations involve a wide range of fields, including but not limited to copywriting planning, design and production, data analysis, community operations and so on. Therefore, people engaged in new media operations need to have many skills and abilities, such as writing ability, creative thinking, data analysis ability, communication and coordination ability. , and has a high comprehensive quality. This also makes new media operators more competitive in the market.

Finally, with the continuous development of internet industry at home and abroad and the increasing demand for talents, new media operation will also become a relatively stable and high-paying profession. According to relevant data, the average salary of new media operators is higher than the urban average.

2. What are the requirements for new media operation?

(1) working ability

1. Topic planning ability: For new media operations, choosing a good topic is more than half successful. Therefore, operators should have good network awareness, be keen, pay attention to hot spots, and know how to capture and rub hot spots. It is necessary to provide pain points for interests. No matter how gorgeous it is, it hits the user's pain point and can't meet the user's needs. It is also no use. People don't even look at you. Right?

2. Content creation ability: The new media operation understands the needs and pain points of target customers through preliminary research, and determines topics according to this information to create content that can attract target users to browse. Content creation ability includes: material collection ability (reading and learning, interview, information integration, etc. ), material processing ability (writing, typesetting, video shooting, editing, etc. ), as well as the understanding of the operating rules of various media platforms.

3. Activity planning ability: The core of activity planning is to put forward ideas, formulate strategies and form an executable plan. Operators need to think about what incentives to use to stimulate users to participate in activities, and how to get users to participate as much as possible in a limited time to achieve operational goals.

4. User operation ability: We should have user thinking and give priority to finding and understanding user needs from the user's point of view. Establish a trust relationship with users and increase user stickiness.

5. Data analysis ability: Data analysis can truly reflect our operational ability. We need to republish the content data, such as the number of views, collections, likes and comments, and even look at some other related data to comprehensively analyze how to make a good content.

(2) University majors related to it

Compared with other occupations, the new media operation is not so adaptable. Because more work is done in outputting content, liberal arts majors will be better at it.

In the Catalogue of Undergraduate Majors in Colleges and Universities issued by the Ministry of Education in February, 2020, the majors related to new media operation are basically distributed in China language and literature (4), Chinese language and literature, China language and culture, and applied linguistics) and journalism and communication (7), journalism, radio and television, advertising, communication, network and new media, fashion communication and international journalism and communication.

(3) Recommended schools

1. Domestic universities

(1) Tsinghua University School of Journalism and Communication: This school is one of the well-known schools of journalism and communication in China, with strong teachers and rich teaching resources. At the same time, it has an MTA (Media and Technology Administration) master program which is taught in English, and trains talents with new media technology and management capabilities.

(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, master's and doctoral education. The college is excellent in research and teaching in the field of new media.

(3) Communication University of China: As one of the top media colleges in China, China Communication University has strong academic research and practical ability in new media, and majors such as digital communication and social media are very good choices.

2. Foreign universities

(1) Columbia University: The School of Journalism of Columbia University has always been an important field of media education in the United States and even the world. The course of new media major in this school is very perfect, and you can meet many international journalists.

(2) University of Warwick: The Department of Media and Communication of Warwick University is one of the famous media education institutions in Britain. The school's new media major pays attention to the combination of theory and practice, and the course content covers social media, digital communication and online advertising.

(3) School of Media and Communication, University of New South Wales: The School of Media and Communication, University of New South Wales, is one of the most prestigious media schools in Australia and one of the best in the world. The college offers new media courses to provide comprehensive knowledge and skills for future new media practitioners.

4. Career planning of new media operation

Career development path

In fact, new media operation can only be used as a skill, and its career life cycle is relatively short, which is why many people only regard it as a sideline. The following are several directions that new media operations can try to transform:

(1) Head of Marketing: It seems that the marketing department has always existed in enterprises in China. They are the promoters of brand communication, the strategists behind sales and the brains of enterprises. And you already know how to use the mobile Internet to spread the brand, and you also know the online communication strategy and media delivery strategy. At this time, you need to follow the trend and bring greater marketing value to enterprises and brands.

(2) Head of Public Relations Department: In the past, public relations dealt with the media the most, and these two industries also had the highest job-hopping probability. When enterprises become bigger and stronger, there will be public relations crisis and negative news. At this time, use new media channels to respond to the statement, and quickly respond to minimize the negative impact.

(3) Self-media people: Speaking of self-media, in the current self-media field, the most successful transformation is that traditional media people switch to new media. One of the most critical choices for the media is to be a platform or content, and then be vertical, and dig deep into the content to gain the favor of traffic and capital markets.

(2) Recommended units

The employment scope of new media operation is relatively wide, which is suitable for government agencies and enterprises. Here I mainly recommend several Internet companies:

(1) Netease: Netease is one of the well-known Internet companies in China, involving games, portals, mailboxes, news, communities and other fields. As an experienced company, it has a high-quality new media operation team, which can provide excellent service and experience for users.

(2) Tencent: Tencent is one of the largest Internet companies in China, which includes platforms such as WeChat and QQ. It has strong advantages in technology, data and resources, and also has high strength and influence in the operation of new media. At the same time, the company attaches importance to innovation and development, and constantly introduces new business models and products.

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

(4) Facebook: Facebook is one of the largest social media platforms in the world. Not only in the field of social media, but also in the operation of new media. The company's advertising platform is very mature and accurate, which can help advertisers better promote products and services.

In 2030, Liaoning college students will transfer their skills for free and train new media majors.

The whole journey is free! No money!

If you meet the requirements, you can learn the new media operation course for free!

2 1 students who graduated in 24 years!

Students who have not paid enterprise labor insurance can apply for government funding, participate in free new media operation training, and recommend employment after study!

Students who are unemployed, unemployed and change careers should apply for free skills!