NET Product Manager Cheng: A few dangers of the network knitting profession

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Whip News and Sohu it together to create a public welfare platform network training camp was held last night as usual, we invited the guest is a net product manager Cheng, he has shared for us to do the network edition 7 insufficient, 4 points superiority, as well as the network media characteristic and so on aspect, below is this period training camp record:

Cheng: My experience is quite rich, started in the magazine as a journalist, and later in the website to do the editor, now in a net to do product manager. But I do not have a long time to do the editor, today can only give you some advice, in the specific how to do above help not. I am in the media for a long time, contact the face is also relatively wide, so I today from the media structure, the industry chain to give you some suggestions.

The core of network editing is the judgment of news value

The main discussion today is "the danger of internet editing". I first survey, how many people are directly to do the network editor, has not done any other work before? How many traditional media reporters and editors have done before? What about the rest? Hands)

My first point is that the possibility of internet editing to rise is relatively small, that is, your rising space is small. For example, the four major portals, Sina editor-in-chief Chen, he may be China's first network editor, he is from the network has been dry up, the editor-in-chief of NetEase Li Yu is airborne, Sohu Editor-in-Chief Uwei is airborne, Tencent Network editor-in-chief Chen Juhong is also. The chief editor of the three websites in the four major portals came from the magazine, and we can see that this is a common phenomenon. There is less room to step up from the Web editor.

I'm not saying it's not possible. Network editors speak of editing, and there is no essential difference between the paper media. Because of this, a large number of traditional media have been airborne, and the traditional media have been accumulated for many years, experience is very rich. When the web emerges, using their experience directly is much more cost-effective for online media. Network media rise Only a few years, there are few people. So most of the people in the editor-in-chief will be airborne from the traditional media. If you're an editor on the way, it's very difficult to go up the road.

Next I'll talk about the value of the news. Whether you write the news yourself or reprint the news the most important thing is the value of the news. If you have, you will succeed. Software skills, proficiency and so on are secondary.

Internet characteristics determine the weakness of network editors

The characteristics of the network determine that there are some defects in network editing. What do you think is the greatest advantage of Internet editing? Fast, massive, interactive, and flawed? I think the biggest flaw is hidden in the advantages. If on the one hand particularly strong, there must be shortcomings. For example, since fast, it must be shallow, the pursuit of rapid release, will certainly sacrifice the quality of the article. To be quick and deep, almost impossible, is a fatal flaw. Fish and Bear paws can not have both, traditional media is slow, but can do through. There are a lot of similar problems, and here are seven points I've sorted out:

1. Because of the pursuit of communication speed, most of the network media are tracking the original media. No real original, the training of the value of the news is a great loss.

2. Shallow, short, not deep. Chen have a request to the editor, go out to interview does not require to write a very long, in-depth article, you have to quickly seize a point to write an article, an interview may have 5 points, then send 5 articles, and 5 prominent titles. Requires a portrait machine like a point of view with an article, fast but without depth.

3. It's a long way off. Everyone is sitting in the office all day, copying and pasting, occasionally have a telephone interview. Without face-to-face interviews, many elements of the news were lost.

4. Pipeline operation. Most of the Internet media is industrial media, network editors, journalists are not free, less creative. Reporters should be a free career, because to contact life, the news where you are, should not be in the office. The Web editor is in the office.

5. The pursuit of CTR, style decline. The network now measures the quality of the news is an important indicator of click-through, so most of the site chasing PV, chasing the volume, resulting in a lot of junk information, just eye-catching things in the flood. And the depth of things often may not attract attention. This leads to a lower taste of the site, and as a network editor, personal thoughts fade away.

6. The substitution of ordinary network editors. Copy paste is the possibility of machine replacement is very large, network editing standard mode is to find articles, copy, release, need to change the title, keyword mention, classification, put to the corresponding position, etc., but these can be realized by the machine completely. What the machine can do, what do you need to do? Traditional Web editing jobs will be replaced more and more by machines, which is a trend.

7. A part of the site's traffic, editing is driven by products. For example, Qq.com's news browsing has increased rapidly because of the client window. This leads to a rise in both good and bad traffic, which may create a false impression on the editor that the product is too strong to cause the editor to lose direction. This kind of website also has many, the edition is easy to faint vegetable, you such work three years above basically dizzy.

The real risk is probably so, everyone in peacetime work to pay more attention, more thinking.

I tell a current situation, is now everyone in the network time distribution, as a network to do three parts: copy paste, special processing tracking, original planning. What do you think is the most time to use? I think it should be the first part of the time most, this is the status quo, but I believe that will soon drop all children. Should use the least energy to do reprint work, a little more time to do the project, processing, tracking, can make your site differentiate and competitors, the most time for original and planning, this is the site's real vitality.

For example, Sina is the most powerful news portal, assuming that 5% is their own original, the proportion although small point, but without this original, there is no Sina's influence. In this way, we should see clearly, should invest more time to do the core things. Copy paste is to be familiar with the industry, to do the project, processing is also to enhance their own, can not be the most important. Original planning that level is the senior executives from the traditional media airborne reasons, we should look at the direction.

Four points advantage of network media

Although the Internet media is not as good as the paper medium, there are many good places. Your ability to accumulate, there are a lot of paper media can not compare, their most direct disadvantage is that they do not understand the network. I also briefly concluded that there are 4 points:

1. The database concept of the network. Traditional media do not have this concept at all, can not meet the needs. Cars, mobile phones, earnings, stocks are all related to data, which is the advantage of the network.

2. Interaction. For example, you four media, want to scold Chinese football, network media can vote, paper media can only scold themselves. Netizen 10 inside have nine say is really bad, this is the public opinion, but the paper media cannot embody. Another example, how to do, the traditional media can only write a pile of things, and on the Internet you start a topic, there will be a lot of people, a lot of sad people tell their stories, this power is very big.

3. Product. In fact, if the network media is defined as access to information through the network, search engines are also network media. Search engine is a product, news is also a product. A product is done, to a large extent, can operate on its own, do not need you to tinker with it every day. Search engine design is good, you do not need too much things to maintain.

4. Sections and columns. Traditional media layout is very limited, you can hardly put a column as a small plots. The space on the network is infinite, everywhere is everybody's plots, as long as you have the ability, can open new column to maintain, this can make you have a fixed direction to make force.

This is the advantage of the Internet, casually find a good together, plunge in, are likely to do very well.

Six common modes of network media

The advantages of inferiority so much, we tidy up the train of thought. I divide the network media into categories, and each category has some of the most extreme companies:

1. Chen mode. To Sina as the representative, completely the network media industrialization, flow, as an aggregation platform. The use of slave workers piled into the news is very compact, very exciting, very industrialized. Sina has done its utmost. The new website in this direction has no chance at all.

2. Ma Teng model. Ma is a product-driven media, leveraging the client to influence the media. This is his model. NetEase was also driven by email at first. It's not something we can do.

3. Robin Li mode. Search is also a product, and more and more important. But this is completely computerized and has little to do with the editors.

4. Subscription mode, RSS. The core of this model is the traditional media of things, the quality. You have to subscribe to this source because of his good quality, which is the power of traditional media.

5. Database mode, involving stocks, automobiles, mobile phones, real estate, earnings, etc., IT168, Pcpop, zol, etc. are such models, but also products of things, all industries have been called the giants of the enterprise.

6. Social mode, Digg. What you see on such a website is determined by the user, the more people you recognize, the higher the order of the rows. This model is also a product, but in China has not been the potential to dig. I believe that in the next few years only Digg mode will have the chance to emerge new giants.

Four suggestions for the product manager of the Net series transformation

Said so much, if you are really interested in the media, you can go desperately to interview, writing, contact the first line, even to traditional media training. If you only want to retire, then the practical good paste copy. You want to enter the mainstream, want to break, suggest you early transformation to do products, MA, Li Yanhonggan Way is what? If you have ambition, to do products, I would like to talk about the transformation of the Product manager, a few suggestions:

1. To deal with engineers more, use their thinking to look at information. The media's thinking to see a news, will care about who the news is, write well, the point of view is not prominent, there is no style and so on; The engineer will not look at these, his thinking is similar to the search engine, for example, will go to see what keyword, on the page there are links, the link of the site is what, this page is a few pages, This is their thinking. The media look at the content, but the engineers don't look at it.

2. Learn to use human labor. An editor who puts a piece of news in a very important position with his own judgment of the news. How do you make use of this labor? The more clicked, the more critical the news, the more important it is. Learn to use human labor.

3. Use products more than you can see. Where there are changes to see more where, constantly groping.

4. If you want to transform, as soon as possible, do the experience of network editing to do Product Manager Help is not big.

Well, that's what I'm going to share with you tonight.