Originally is a only play technology and forum people, drift into the operator, also can only follow the learning operation theory. Entrusted to the predecessors of the owners of the blessing, to learn some, combined with their own practice has formed some experience, should be 13 invited to write out, and everyone to share.
In fact, the majority of local stations started from the forum, to a certain scale, there will be a direction problem. In my opinion, the direction is nothing more than three
1, platform-based on the forum of such interactive platform, adhere to information and the sharing of life and deep digging. Typical, such as the 19 floor, its characteristics are biased focus on activities and business planning, heavy forum and light portal, even if there is a CMS, click on the Post page is opened.
2, media--is based on forum popularity, take the media brand route, focus on the active collection of information and the right to speak, this part tends to focus on the editing team building, heavy portals and thematic production, the forum relative to the first category is not too important, typical such as Sina.
3, the channel--roughly is the use of strong buyers appeal to intervene in the construction of some consumer goods, the water is very deep, I was also with the fence after chatting to know that a pattern exists, very powerful, but far away from me, so I do not talk.
Of course, many sites will be eclectic, what is the way to adapt to local conditions. In simple terms, although the platform is the forum will experience the route, but can insist on doing well and the results are really not much.
Many webmasters are complaining about the forum does not come to money, the popularity of high also not. In fact, because of its characteristics, the forum is doomed to be difficult to become high-end advertising, the unit price can not pull up. To make money in the forum, can only open more ads, which reduces the user experience, resulting in user aversion.
In the early stages of commercialization, it is easier to intervene in marriage, parenting, training, and even food, because the characteristics of these industries are destined to be based on Word-of-mouth marketing or experience marketing, the right forum to do. But high-end brand advertising does not focus on this.
A lot of webmaster have found this, so began to build home, in order to more ads to do the portal, or feel difficult to intervene in more high-end markets such as housing, automobiles and even finance.
Why this step is so difficult, in fact, the value of the portal and the value of the forum is different, the value of the forum is almost equivalent to traffic, and the value of the portal is its media influence.
Well, turn to the point, what is called media influence, refers to as a medium to express the subjective attitude of the mass acceptance (this is my nonsense, professionals do not PK), it is often from the upper level of recognition, and not to the general public familiarity.
For example, some high-end magazines, in fact, the reading volume is very low, everyone knows Forbes has a list, but how many people read the magazine? Why are you taking this list seriously? This is what you recognize as an influential media.
Again, CCTV like to do what n big list of brands, why do businesses care about this list? Also because you recognize him as an influential media.
If Sina studies CCTV to make a move Chinese celebrity selection, this is a logical thing. If the Tianya also to do this, although the Tianya flow is not low, you must feel strange.
And why? To put it bluntly, your subconscious only sees the horizon as a platform, but has accepted Sina as a media influence and the right to speak-this and Sina Tianya which access is higher is irrelevant.
In the end, local stations want to enter the high-end brand advertising market, must establish their own media influence, rather than stay on platform value forever. Because brand advertising is more concerned with "appearing in the appropriate value of the media" rather than "how many people will see to buy"
Refinement is how to do, one is to do the content of the point of view, the second is to win the recognition of the upper level.
There is a point, very simple, first of all your content must be original, at least edited and collated. Secondly, your project and planning must be guided and referenced.
For example, the production of a "local ten livable Real estate inventory", is far more than planning a "mid-Autumn Festival self-driving trip" come to have value, the reason for self.
The upper level includes but is not limited to politicians, but also business, the mainstream of the community, if the site's activities or content to enable them to pay attention to, or let them in the holding of certain activities to think of you, then congratulations, you have succeeded half.
As for the influence and flow of people, the Forum and other interactive platform is very important, but for the portal media, really unimportant.
Many webmaster worry about whether the news is related to qualification issues, do not think that media is to take the news line, the news media is just a category of media, consumer media, industry media, "Times people" is the news media?
OK, continue to refine ~ Here I want to thank the Ningjie network of Zhouning, the "win in the new media" he recommended was not as understandable as it might be, but the people who could read it were indeed useful; the Xu Haoqiang of the second spring network, from their experience I feel profound; Chanyu of the Dragon Lane, he spoke in Hangzhou, "traffic Useless theory" Let me more verify my own point of view.
Well, I put forward a term "strong media operations strategy"-many people easily understood as "operating a strong media", where the "strong" is not "strong" strong, but "forced" or "strong" meaning. The whole explanation is "strong operation of media value with an unequal amount of input from the audience"
For example, you may only invest several people to run a million-flow forum, but in the media, you may need to invest dozens of people to run a tens of thousands of-flow portal, which is unreasonable in common sense, but only in this way can you establish the corresponding media value.
Many local webmaster deep experience, some local vertical portal, traffic is only tens of thousands of, the income is easily millions. This is very common in specialized media such as search rooms or house365, but you do not see that, although the traffic is small, their team may also reach ten or twenty people.
This is a typical case of strong media operations.
Do not attempt to gather information in the forum, do not content to organize members parties, blind dates, these can only make your forum more and more prosperous, to your media value is not elevated.
Let the content team go out, go to the scene, appear in social activities, every corner of the business activity, the first time to bring these information back, this is the media to do.
Of course, don't forget to bring the work card, roll up, professional photographic camera equipment, or even webcast, you can have more professional, the scene is your battlefield.
Come back to do content there are three elements, one is fast, the second is professional, three is the appropriate point of view.
Quickly needless to say, professional degree determines the level of the media, so whether it is the specification of soliciting contributions, or the professionalism of the commentary, to strive for excellence.
The difference between the media and the platform is that there are views of the report, if you are satisfied with the reprint of the draft or only the scene of the retelling machine, the same failure. How to capture an innovative reporting direction and point of entry directly determines your level, but this point must be appropriate, not rhetoric or even grandstanding. There are too many professionals in this field, and I can't say much more.
Whether it's a work in front of the road or a post editor, are closely linked to the "professional" two words, please remember what you do, users look, customers are watching, when you do the ultimate, you agree that you are enough professional, you will find that you can finally receive a high-end brand list.
In addition, the focus of planning is to promote the media in the direction of discourse, launched the industry exhibition, selection, group buying, and even consumer opinion polls, no one can be difficult at first, but the role is imperceptible, and so merchants and users are accepted by your website to dominate a fact, you will be wing already abundant.
Above all in the emphasis on the operation of the portal media, please note that I do not have the slightest contempt for the meaning of the platform, platform and users, traffic are the basis of the site, a strong platform, will allow the media operating effect of dozens of times times magnified, so the necessary platform operation can not be ignored.
This article is addressed to those platforms have begun to take shape, do not think that your platform has been very strong, or even enough information, if you want to enter a higher level, it is necessary to invest sufficient resources to operate the media value, this is the strong media operation of the basic concept.
Late at night to write these things a little tired, although not very organized, should be the medium-term webmaster some reference it. To the local station time is not much, we have in hand, nothing more than a lively platform, the future application form may be replaced by the existing BBS, the future platform and information channels are likely to be monopolized. Before that, the transition from a platform provider to a content provider will not be eliminated, because the media is immortal.
Source: http://blog.sina.com.cn/s/blog_68fbac020100nyn2.html