How should the content editors of new media develop?

Q:

Originally ideal is to do a copy of advertising, but to interview a lot of companies are asked not to play micro-Bo micro-letter? Do you understand micro-blogging operations? Many advertising companies are also moving towards new media or preparing for transformation.

Now happened to have an opportunity in a good company to do the operation of the editor, on a few days of classes, but more and more confused themselves, every day constantly drip brush micro bo, it is very interesting, and sometimes can go to see the concert god Horse, but in the long run? What is the development and outlet of the new media operation editor?

Perhaps I am shallow, always feel micro-bo micro-letter are fast products, rely on the hot and the trend of arresting eyeball, but these popular fast outdated also fast, nothing precipitate down things, their own growth is very limited.

So I would like to ask the knowledge of the great gods, new media content editor How to develop? What do you think of the new media?

A：

I. Minth

Interest Related: Former football Night magazine New media operations editor

New media operations, such as editorial posts, are still the most basic types of operations, in fact, this situation is very professional

In fact, it is one of the final many ports that manage the external output caliber of an enterprise or brand.

Many enterprises in the country now set up such a post, all day net want to let operation editor make a big news what, this kind of idea naïve and ridiculous, purely belong to the boss wishful thinking and fully exposed its "empty gloves White Wolf" human nature Dark Side

In fact, new media operations like Durex and Ikea, behind is a set of culture, systems and coordinate system of corporate brand culture, on the basis of a considerable amount of manpower and resources to carry out new media caliber design, as in the case of UI design, is always a rational logic, rather than the operation of the editor Pat Head, How to draw, how to tell jokes, how to catch hot spots to get the red account

Most enterprises do not have the basic vision and volume to the micro-Bo as a number of product value output port level, but just want to rely on such a platform to gather attention, attract customers, sell products

Take a traditional media, for example, in fact, the new media operations should be almost equal to a small editorial, at least should be a section of the level of a column, which involves the media value, position of the output problem, a fresh graduate to do new media operations editor, can expect him to complete a column of work?

I was in a certain well-known media do this job, after 1.5 months of micro-letter results, I said at a meeting that I am now every day in order to output the original micro-letter subscription (all of my own work: writing, mapping, promotion, typesetting, mapping, publishing, social interaction), to occupy 4 hours or so time.

The boss said that you do not have to do, casually get some football baby's article hair, you so I how to raise you.

So I resigned the next day, one months after my resignation, the office of the magazine in Beijing was removed by the head office, returned to Wuhan

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As for the new media operation how to see ...

Not optimistic, at least in the short term is not optimistic, the professionalization of this position, the need for corporate culture mature

This is in fact with the corporate culture and brand design planning is a little interlinked problem, all this is the need to use professional skills and professional attitude to build an entire system, if not understand this, the so-called new media operation is nothing but a place to send articles just

At home, the situation is that Weibo has been a bad prospect for the north, more than 234-line city companies have not caught up and are not interested in catching up with the so-called new media operating trend

Not to mention the right to play it, a complete set of UI is not willing to pay for professional design company to build enterprises, it is difficult to expect it to their own corporate culture has a clear, accurate sketch, create

A lot of people spit out some companies to make their own better writing staff or a certain level of senior practitioners to manage the new media account, in fact, in my view it is not too bad choice, the former save money, the latter is to find the right half of the path

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As for the practitioner ...

Not that you can't do it.

There is little room for ascent, in the vast majority of businesses, this post has no direct path to promotion, and the most important thing is that what you learn in this post will not help your career--not to mention that you've learned far less than other jobs.

At home, this position relies too much on the familiarity and excavation of social media on the internet, which is detrimental to the skill development of the practitioners themselves.

As for the promotion of the market to the media, I regret to say that it is not a job for you, because most of the field of cultural communications will give practitioners this opportunity, but the new media Operation editor this position given the opportunity is less and superficial

and hone their writing and stuff ... Well, to be honest, I think it's good to hone the level of copywriting. But this environment under the honed copy ... It's sad to think about it.

For example, I was studying journalism, in fact, in the discipline of the chain of contempt, the news has been compared to the bottom of the typical waste professional, reporters/editors such posts (although now the reporter is not counted as the basic position) of the young people's exercise is still good, in contrast to the new media operation editor What ... After a year of nothing has been learned, a slightly motivated people should feel scared

For fresh graduates, if you can not find a job to try, this is a low threshold for the employing unit cost is also low position

If you have other options, then I do not recommend the choice of new media operations, the future of career development benefits are small, and very easy to eat in the work of flat, pay is not high and learn things and not easy to raise wages and not happy, why bother?

But if you're going to the blue label for this business agent, outsourcing marketing services, it can go to see, although the actual marketing of these outsourcing companies do not agree, Durex is successful, Ikea also succeeded, but label bag down the dead I have seen too much, not as much as the blue mark is a dime

PS: copywriting to plan new media operations the exchange of personnel between these two professions seems to be very big eh ... Take a look at the answer to the question below.

These two industries do have a lot of similarities, but the planning requirements are still higher ... This is more apparent in the position of biased activity planning.

I am not the great God, just happens to be from the copy to the new media operation, so see this problem only have a reply idea.

First of all, you have to look more, many people think that the new media is nothing to hair Weibo, funny, draw to attract users

You're still looking for a copy job or a planning position, not a new media operation, because it's too far away.

Second, Baishi, Baidu product operator, micro-signal baiqinote

Three months ago, there is a new media operation of a friend to consult me, said that feeling new media operations no future, micro-bo are not, micro-letter to the marketing restrictions and more, their growth has become very slow, so want to change a job, but do not know what to change to do, Also worry that other jobs do not necessarily have to do new media come from such a technical level.

Today in the knowledge to see the same problem, thinking of the way out and rapid transfer, I think this is still a line to do new media operations students are thinking about it, and I know that more than 90% of you do not happy. Dismantling is actually two questions: one is the value of the experience of the new media operation, and the second is which direction to go.

First of all talk about myself, I was the first batch of micro-blog to enter this new media industry, doing business micro-blog operations, have done the grassroots number of advertising to collect money, but also participated in a number of micro-blog "Hype" event behind the scenes planning. Later into the Internet industry to do product operations, last year, due to more contact with the market line, and again to the new media. Deep in these years, the new media environment changes, three months without a line will find that the previous routine has not been applicable. The experience of doing new media let me grow also very big, not only the improvement of the copywriting ability, PS drawing level and aesthetic improvement, not to study H5 self-study of the front-end code ability, these are not important, I think the real key is what kind of thinking in the new media.

From an Internet practitioner's point of view to understand the new media operation of this post, I saw the "Product manager thinking" and "product operation thinking."

What are we talking about when we talk about a qualified new media operation?

1. Understanding the Product

All products are not separated from the operation of the product is equal to 0. Many new media operators like to send jokes, chicken soup, so the data will look good, forwarding a lot of comments are also very real, but no one talk about your product this matter is meaningless. I am not very optimistic about the small Panda micro-blog ads, we have seen the smile after the forwarding, carefully think about you now remember which advertiser? When a micro-Bo smile point of light is too dazzling or even cover products, the user's focus on the point of laughter, automatically ignore the product, such micro-blogging still have meaning? Not at all. So I think the 1th of the new media operation is to understand the product, to what extent? Familiar with the history of the product and each function point, understand the user's use of the scene, know the product most attract users where the point, can quickly locate and solve all the problems that users ask, even the product itself has its own thinking, All this is based on the understanding of the product.

2. Understand the user

Do you still believe in the 95 feature data report on the Web? Out of it, have you ever thought of the source of these data? The understanding of users, based on long-term contact with users, and users to mingle, solve user problems. New media operators face every day Weibo fans, micro-letter listeners are users, their emotions, preferences and characteristics, through careful observation and repeated verification, printed into the brain. Trying to read some of the data circulated on the Internet to understand the user, is the most unreliable, I will tell you that I have been a night to make up the head of the data by a number of mainstream media when the news coverage?

3. Understand the spread

Now how the micro-blog on the most powder, micro-letter in which way to detonate the circle of friends, we are doing the H5 page has any know-how to allow fans to spread. The form has been changing, but the methodology has not changed, that is the logic of communication, tipping point, transmission node, transmission form three elements.

So the new media operators are definitely not going to be out there, but what you have done in this position, the focus is on products, users, spread three dimensions to how much, this is the new media operating the work experience of value point, transfer is only a matter of time and process. I didn't start editing the word in new media because I didn't think editing the qualifier could cover the job of a real new media operation, and I thought it was a good idea to be a CWO in the industry.

After combing the work value of the new media operation, we see where the outlet is:

1. Product line: I have just said that the 1th to do new media operations is to have enough understanding of their own products, and do products are interlinked, do security products manager for the product to do a browser can also be successful, because he knows the product, not just security products. Understand products, in essence, the user needs and user scenarios to understand, long-term and users together, connect the atmosphere, know what the most common users need, what they like most, at least you know the characteristics of users of social products, how else can be in micro-BO micro-letter two social platforms to work on it? Turn the usual spit on Sina Weibo into your product optimization plan. As for writing requirements documents, using Axure to draw prototypes of products, these are only forms of things, some people can learn quickly. Not to mention having done H5 game design? Isn't that your product experience?

2. Operation/Market Line: New media operations, operating new media channels. Product operation, the operation of the product. If you think of a new media account as a product, you are both a product manager and a product operator. For the product operation Line, many times the new media is an important carrier. First of all, we have to say that many of the company's activities are still required to execute the landing on the new media, for products without user precipitation company, the new media is to carry out the user operation of the external channels, such as the millet company's user operating channel matrix-micro-bo, micro-letter, community, It's simple to say, and it takes a lot of thinking. Market line I do not repeat, in many companies in the new media operation is the market public relations system, so it should be clear what the market line is usually done, the conversion is just the channel carrier.

It seems to talk about the Internet industry two jobs direction, is actually two sets of thinking way, put in other industries also apply.

Finally, perhaps someone will ask when to consider the appropriate transfer? I have two suggestions:

1. One-year duration. Really understand the product, understand the user, develop their own sense of communication logic, a year is not enough, but I do not recommend a person in the new media spend too much time, the platform as a job will deprive a lot of life fun. If you have a lead with a set of KPI data, and you can't convince him, make a decision to fire him, go to a reliable party B training, with the same client case for at least a year.

2. There are cases of their own hands. What to tell the interviewer of the next job that I'm fit for the job? Case! Marketers, you have no other than the case to prove their own place, do not talk about the number of fans, forwarding the number of such a cold figure. According to the three dimensions I mentioned above, take your case, tell your story, and believe that the way out is not a problem.

Three, forget worry, there is no time to turn back

My job is copy planning, not a full-time volunteer, not a doctor.

There are 4 internship experience, currently in the industry's largest and most buy-buy companies in the new media copy, just submitted the resignation application.

Writing skills see past all the answers, please need MKT/PR boss letters contact me.

2012 I entered the industry internship, the first micro-blog is the food category. The team also took Effie.

At that time it was the good time for everyone to invest in micro-BO blowout, the new people to have a lot of exercise.

The beginning of the understanding of micro-blogging, is completely followed by the leaves of solitary boat and Jinpengyuan teacher's ideas. Learn the management of the trained, the boss has not said anything, on their own products abroad all the cases found out over again. 4P4C The theory that everyone is not so thin, I stared at the product several times and tore it up again.

Who's the customer?

How young is Mom? She is 25-40 years old and the child is 4-18 years old.

顾客有多少时间花在微博上?顾客集中在哪些地区?顾客会从哪些渠道购买甲方的产品?产品易得吗?顾客的购买能力集中在什么档次?这样的人会以什么样的思路来选择购买一种产品?买的过程中最重视的是什么?产品最大的卖点是什么? are domestic and foreign selling points the same?

On this basis, customers value the characteristics of the product, who can convince them of this trait? What kind of thinking path and language style can convince them? What is the most popular topic that can fit the product you are doing?

Everyone was studying together. There are not many people who do this in the team, and there have been many changes in the personification of microblogs. That year Nutrition Division Guzhong also reply netizen letters, ask me to look at Chinese residents meal pagoda seriously. My aunt's microblogging has just started, immediately attracted my attention.

At first I wrote the copy. I this person's reading habits and others are quite different, do not like to look at the picture love to read words. When my manager gave me the order of death must be completed within 70 words micro-blog, once made me very want to wall.

This team is responsible for several products under the brand, one is still the "necessities" level, one summer after the red is half dead (I do not know the product line has not been cut), even in the red when the operation level of micro-blog is also miserable, spared countless opportunities to red up Weibo forwarding.

As for the one I did, 12 is 6W powder, I just glanced at it ... 8W ... The last one is February 14. lol。 When the shell is not too big, the next kitchen is a toddler small and beautiful, there is a use of our product menu was large dug out for a moment to do 1K forwarding, even my roommate asked me, this is not your hurry to advertise AH!!!! I went to tears of ecstasy to run to ask the boss, the boss said: "This morning nine-point turned this small site, no longer turn." "#你说得很有道理我竟无言以对

But this product is still selling, half dead to sell. Most of it is because of Chinese consumption habits, not all because of marketing strategies.

Later, the micro-blog case was thrown to noun to do, I have the password, in the bottom reply reply comments, sell sell Meng. The maintenance technology was not good, not as prosperous as it is now, and everyone was happy to buy fans. As a small intern, I spend a lot of time every day translating ppt, doing a presentation, and sending out prizes. Then the internship ended happily.

And the microblogging style has not changed, the most is the time between me and my manager three women to discuss the style of the period. Meng Meng.

After finishing my internship, I specialize in the microblog of a large student organization in China.

Features: A large number of female college fans. Liberal arts. There is a strong need for self-identification. Want to see the outside world.

I did it myself for a while (2012-13), fans from 1.4W or 1.6W to do 2.2W. I've done it for less than six months. The true powder rate is more than 85%, is before the maintenance of the person and I a manual sieve. True comment Averages 30 +, true forwarding 60+ around. The highest record is a single forwarding 775, with a large Kol autonomous forwarding.

This microblogging for me, the most grateful is that I can use my language style to impress the fans I know. I was a staunch member of them, and I knew what I was advocating and serving.

Other hopes for this microblogging, there are many many have not reached, not to elaborate on, after all, it has been regarded as their own baby, do not want to review their mistakes and neglect. At present, this micro-Bo 3.2W fans, the true powder is still very high, the interface than I do when a lot of beautiful, in addition to some of the low frequency, still have intentions in operation. That's nice.

After the end of the experience, "Nice to Meet You" was published. I saw the last paragraph of the seven-year-old in the dust of the lamp:

That moment I suddenly thought, if there is any point in writing, that is, the work is like a lamp, illuminating the beam, you could not see the dust. They are living people, all living in the life of flying, including you and me. If it were not for a text, a book, you might not know what kind of a group of people, living in what kind of a world. And sometimes it's comforting to know that someone else is living the same life as you, experiencing the same hardships, or living a completely different life with you, experiencing a completely different kind of hard work. Chiuxin said, "Although people are so disappointing, but people still need people so." Later, the job, anyway, can not find the back door, go from the front door: Bite The bullet interview, ask what big answer what, speak for half an hour. God makes ghosts worse, they say my English is very good, hired.

In this way, I also intend to go to life.

Work nearly 1.5, a day of paroxetine, depression gradually better. and began to feel that the days are less, can not help but think, if the original temper does not work, is now very leisure? Chunhuaqiuyue, do you drink under apricot blossoms? What is it like now, busy sprawled?

Turns out not only is chooses the wife, the life is also the red Rose White Rose: The dream, may not have thought so well-has knew, once looked down the not to want, may not have so bad-not to know.

Life is like a juice extractor. No time to write, no time to think, tired like a dog crawling home, comfort themselves, life is not all either passionate, or Chunhuaqiuyue. How many people like me are stuck in the rush hour, breathing exhaust, even the dream is too tired to do? To everyone to feed the horse firewood, travel around the world, GDP who to contribute.

No seed in the dust, no flowers.

On Weibo, someone sent a message, "You fight all night, the Brisbane of the light fish has been across the coral plexus; when you gan a job fair, the Mombasa crab just slipped out of the fisherman's palm; When you write code, the Prague tram is swinging over the golden sunset ... Some people hear a sigh to continue to curtilage women, some people start at once but do not know how to return to the normal world. In fact, dear, take every step in high heels and you'll know where to go when you change your running shoes. "I left a message," The people in the Brisbane will have a good night. Mombasa may also be looking for a local job fair. Prague also has a program code clerk. Travel is to leave the place that you are tired of, go to others to stay tired of place to see. "Universal Youth Inn really cow Ah, write" Who came from the Lake Sea, but confined to the day and night, the kitchen and love "Such a word: people can not help but want to think carefully, but also can't help forcing themselves, do not think more."

Turn off the light and sleep. The dust is still flying in the dark, and you and I are almost settled. As the original author of this microblog, I could not help but tear down the road.

We have to get the beautiful scenery all the way, and always remember why we started.

In that moment resonate with you, is my biggest beginner.

But after all, the art of young women's side can not be eaten as food. In the summer of 13 I went to a large network media financial channel internship.

At that time the micro-credit subscription number just emerged, we just follow up. The official microblogging of the media by the same group of 12 graduate of the operation of a girl to push the report mainly, very orthodox generous, the information is particularly clear, lively and lovely language, is my favorite style.

This micro-blog and this micro-letter, the object is to serve the people who want to read the news. Every responsibility that this public number should perform is very beautiful, the disadvantage is really will not take the initiative to use resources to attack and maintenance. To some extent, this is a single operation of the party number will have a bug. Not everyone is Jiangning public security ...

All along, the dream of journalism has been achieved in three months. Report writing has a strong advantage, although the peer can learn from many but each is progressing. Discuss every day and summarize each week. The idea of the event is very broad and the route of the interview is widening. The team is very friendly, no office politics, special appreciation of my special ability to tap my strengths of the boss, as well as a very powerful colleagues.

Wouldn't it be more enjoyable to stay there if you didn't work abroad?

............ It seems to be off topic. Eh, after all, earn less ...

While watching the company's Facebook and website operations in Sri Lanka, it is also ready to do its own domestic microblog. Not made. After all, the hotel industry is relatively passive, limited to my thinking horizon, did not find any suitable method.

I returned home in the fall of 2014, serving in the current company. Only do content, do not maintain.

Unlike the front, this time it serves a lifestyle type of microblog. This microblogging service is a project, and since the project is not yet online, I admit I don't know what my product is. Well。 My colleagues are hard to say than I know. In fact, not only we do not know, party A is not very aware.

Limited by my ideas and contacts, and the uncertainties of this project, I have been deeply skeptical about the need for account numbers and targeted clients from the outset.

One known friend wrote:

Advanced New Media editors create topics,

General New Media editors follow the topic,

Second force new media edit forwarding forwarding forwarding ... I want to have the right to forward and forward forwarding.

In fact, I temporarily saw a thing, judge the tone, report to superiors, report to the maintenance of the release of colleagues, colleagues to party A, party a mail confirmation, colleagues as far as possible the process of publishing the day.

I probably ... Missed a few billion? Most of the carnival, limited to industry-related and personal creativity is limited, I can not catch up.

I never wanted to follow almost every copy of the 24 solar term.

There's nothing wrong with every link. Wrong do not know where.

As a deep reading enthusiast, I have been particularly demanding on the quality of the content. But now, I am a porter of BuzzFeed and Tumblr. And it is two times to carry the contents of the domestic website has been moved. And this week's new picture is to be used next week. Because after all, a week to submit content with the maintenance of colleagues after the end of the party to audit.

I have no objection to the process. After all, party a must audit must be responsible. I just think it's too slow.

Furthermore, our microblog has no forwarding of KOL content and non-home requests. It means we don't have fan interaction.

The maintenance of the colleague said, we really have brain residue powder, there are really people under each message.

A 50W fan above the microblogging, true powder rate I do not know, not maintenance before the natural comments and forwarding is mostly single-digit digits.

It is said that after that we will go to creative copy of the direction. The creative copy request is really too high, I devote my life to study, can write ethically do it? I don't know.

January 9, I submitted a resignation application: "Due to personal career planning and some practical factors, after careful consideration, now put forward the application for leave, please approve." "Approved that day.

I said in my circle of friends, "Just let me give my 24 birthday gift ahead of time." ”

I want to do something different. I want to do something of good quality.

Or even if I don't do new media?

I am now using my experience of only two years to answer, the new media operation Editor's Way out.

As part of your marketing, all your outlets and outputs are designed to ultimately improve the sales and reputation of the products or vendors you serve.

So, in my heart, your way out, is to understand products and customers on the basis of maximizing the use of their own channel characteristics, for the target audience to provide high quality, point to clear content.

But you have to do more than just content. You need to be fully aware of your target audience, your industry, your own (or your own company's) product offerings, the biggest core competencies, and what they need to achieve with the new media.

On this basis, can provide targeted content of high quality.

Weibo is not shallow. Although micro-blogging is fading, it is still the most time-sensitive platform.

Even if one day the micro-Bo shipwreck, if you are in micro Bo because you do not know how to play bad, you will not play well in micro-letter.

What kind of content can attract interest? What kind of content captures the pain?

What could be forwarded in the age of the hand-holding group?

What kind of ad implants and viral videos really work?

You make a lot of campaign, except for the number of fluffy (we all know how much water there is, just like every girl on a blind date knows how high 170 is), how many people do you think is fun?

Do you know which Big V should be asked to forward your microblog?

Do you know which media League the micro-trust should join?

What do you think the micro-blogging crisis PR includes?

Do you know why People's Daily is this style?

Do you know Jiangning public security online Why is the best government Weibo? Do you know what it means to be stationed in Bilibili?

How would you plan to promote the role of "Zhangquan egg"?

If you are Mercedes, how do you respond to Guo's height event?

What are the top three tweets of the day? Do you have something to do with your job? What do you get out of it?

Do you know how to use QQ space to do promotion? Do you know the rate of access and conversion of QQ space?

Is there a definition?

What is "from the media"? Do you know the personal homepage is counted from the media?

Do you know?

For someone who still has hope for the business and wants to keep improving.

New media in the marketing and dissemination of two levels, not a complete new world.

The channels will disappear and people's need for social and sharing will not.

The content has the difference, aims at different crowd's dissemination regardless of height.

Now, let me choose, I hope to be able to operate a new media in such a company/for such a company.

In their own industry is very serious, there is a certain reputation, there is no serious product quality problems and integrity issues.

--to really focus on the role of new media.

Be willing to accept the opinions of young people and give quick feedback on current affairs.

Colleagues can collaborate efficiently and brainstorming.

--be willing to try it wrong.

-not simply forwarding and fans as KPIs.

The reason I love the new media operation is simple.

I was involved in this era.

What about you?