Advanced network editing: Planning--promotion--operation

Advanced | promotion | network

Many network editors complain that their job is just a website porter, boring without technical content. In fact, paste-processing-Organization-interpretation is the network news four levels. Ordinary editors stay in the initial stage of pasting and processing, while high-level editors embark on the planning-promotion-the road of operation, become the core competitiveness of news sites, in the realization of self-worth at the same time also got more than ordinary editors two or three times times higher salary. So, how to do a high-level network editing? How do you develop yourself in this career? We should look at this problem from the perspective of overall career planning.

Planning: from News to information

Senior website editors should be able to plan, based on the entire site's creativity, including content, technology, name and so on a full range of planning, organization and design. Of course, the most routine planning activities is to plan a good topic, because only in this way can expand the reputation of the site. The number of visits made to the topic is important, linked to bonuses and performance appraisals. Most news sites have performance appraisals every month, and the level of CTR will have an impact on performance appraisal.

Network usability research shows that, unlike the traditional media audiences, the network audience is often not enough patience and full of skepticism and critical spirit, they are to meet some of their own needs to visit the site. Web audiences tend to browse the web rather than concentrate on reading. They are also often more active than print readers or television viewers, searching for information rather than passively receiving what the site offers. Therefore, editors should plan according to the needs and habits of the target audiences in a way that is "useful to readers", and try to make the readers feel that the information you provide is useful to them. Some news from the traditional media, through the processing of network editing, to do than in the traditional media more eye-catching, more focused.

In the planning and implementation of website topics, columns and channels, the most important thing is to change the way of thinking: from the provision of news to the provision of information. What traditional media provides to audiences is news: Tell the audience what is happening, and the site is mainly to provide information, that is to tell people what to do? Because when people surf the internet to read the news, want to know not only what happened, but why the importance of things, what impact, how to deal with? All the sources of information are now there, the best web site to read the news will achieve the ultimate victory. That is to say, the network editor should really become the designer and builder of the website content.

For example, Sina 2007 Postgraduate Entrance examination of the topic, from an "postgraduate online enrollment officially start" News, planning a practical detailed topic. To "2007 Postgraduate Entrance Examination Five Step walk" in each step made a considerate introduction, including the application of common sense, university choice, professional choice, online registration, on-site confirmation, not only to draw the detailed flowchart of online registration, as well as 2007 years of Postgraduate registration notes, FAQ Summary, all over the university graduate admissions office contact , the 2006 China Graduate School rankings, the valuable experience of a lot of rich and practical information, and set up a discussion area, which is a "to provide customers with good service, good content, create value for users" typical case. Although traditional media can provide a lot of information, but today's busy work and life rhythm, very few people can all identify and absorb this information, as long as the network media skillfully use the technical advantages, the vast amount of information through the appropriate planning, design, processing, conversion to easy to understand and read images, graphs, etc. Can greatly improve the effect of transmission.

Performance: Multimedia Interactive

For policy reasons, most domestic commercial websites do not currently have the right to own news. Network media, especially local news sites, in the face of major news events, because of policy laws and operating costs of the reasons, simply can not get first-hand reporting conditions, commercial websites and local network media to get rid of simply paste mainstream media news embarrassing situation, This means that 70% of Web site content editors need to cultivate the awareness that integration. Most of the news on the Internet is in the "integration" stage of information, information "integration" for the current network editor is a more economical approach. The biggest advantage of online media integration news is the ability to produce multimedia interactive news topics.

Network media set text, sound, video and other symbols in a comprehensive use of text, graphics, pictures, video, animation and other means of more perceptual information forms to show news; can also use computer and network technology to generate planar and three-dimensional animation, holographic images, virtual space environment, with the integration of news information, Reconstruction and the transformation of various information forms can make the audience produce more realistic "immersion" than the traditional media reports, and maximize the transmission effect. Jonathan Monsieur Dubois, a network journalist in the US, has proposed: "Explain it in words, use video to show it, use it interactively, and get people involved." "Indeed, multimedia technology is not a simple combination of information media, it is a text, graphics, images, animation and sound forms of information together, and through the computer for integrated processing and control, can support the completion of a series of interactive operations of information technology."

The network editors should aim at the characteristics of the information itself and the netizens who receive the information, follow the principle of "make the most of the things", carry on the organic combination of multimedia information, and complement each other. For example the American MSNBC website to "9". 11 "incident reports, with Flash animation simulation of the terrorist hijacked aircraft crashed into the World Trade Center scene, and produced a flash slide" the darkest day ", to a large extent, to make up for the first-hand material can not get the defect, clearly reproduced the news on the scene of the development of major events, So that netizens quickly get the overall image of the event grasp.

Promotion: Search engines and interactive communities

China's Internet in the form of a number of trends have emerged: first, search everywhere, some of the more excellent sites, their web search almost anywhere can see. They embody the search function in a variety of ways. Another feature is that services are everywhere. such as People's network, Sina, etc., we can see that it provides a lot of services, including its database and so on. We carefully analyze these websites that are doing well and find that they are very focused on promoting their own websites. There are many ways to promote web sites, such as search engines, paid ads, news emails, targeted emails, links, and so on, and the most important thing is to use search engines and organize interactive communities.

Good at using search engines. At least half of all internet users rely on search engines to find the pages they need to read, a study by Sun's Research institute found. Therefore, it is an important condition to enlarge the influence of news dissemination and enhance the reuse of news, so that the website or news topic can be more easily retrieved and searched by audiences. Network editors must ensure that the hidden content should be able to quickly and accurately pull out.

Let the news in the search engine stand out, it is necessary to carefully produce easy to retrieve news headlines and lead. News headlines and lead are found in search engines ' results. When users see a link to a Web page from a search engine, a brief description of the link on the search engine should ensure that they are immediately and accurately aware of the content of the page, and clearly determine what the link is between the page and their needs. Therefore, the news headlines and the writing of the introduction of the good or bad to a large extent determines whether the visitors will be through the search engine to find the results to visit your site. To promote their own news, the network editor will be a clear and clear title for the news, and according to the actual work of the user most concerned about the information and the site to provide the focus of information to extract the most important keywords to produce news lead. The more clearly the title and lead, the more likely it is to be searched by netizens.