1. Do you know about new media operations?
Many friends who are engaged in this position will feel the job in this position: a certain number of articles are posted at a fixed time every day according to the requirements, and the next day I observe how much the number of backstage fans has risen and how much reading, this is also the most direct job KPI assessment indicators, this is also the biggest source of pressure for this position.
From my personal point of view, people in this position should have strong industry knowledge, which is the most basic.
I think every new media operation needs to have a very strong knowledge reserve, at least it must have a thorough understanding of the industry that your account content is targeted at.
Under the premise that you absolutely understand the industry situation, you will be able to dig out the true appeal points of your target users, and the operation plan you propose can be truly realistic, and you can have your own confidence when communicating with the boss.
In addition, the content output ability must be possessed. Only when you really write, can you really find your users from the process. Because you read it, you think about who your article is for.
Next, you can cut in from an operational perspective, find the gathering point for this group of target users, and effectively spread the content out. In addition, we must learn to make operational summary. Therefore, it is recommended that people in this position can study the application of Excel.
2. Do you love this job?
I haven't really started to enter the new media industry for a long time, and it's just 3 months. Do I love this job? I love it!
It takes me 4-6 hours to write an article every day. Because when writing articles, I need a lot of data. Therefore, almost half of the time is spent collecting and sorting this data.
It is time-consuming to collect and sort some data, but the requirements of the data form to be presented are very low. My good friend and boss once suggested that I find an intern assistant to help me do this.
The final result is that I need to sort all the data later.
For me, every time I collect and organize, I will be very happy. Because every time I collect data, I can find a lot of novel points.
I am a very exploratory person. In order to collect Mimon's article titles and likes, I spent two hours to go through all Mimon's historical articles.
When I was doing the summary, I discovered the advertising rules of Mi Meng. I will also analyze whether these ads are delivered accurately. With this, I can also extend the direction of future channel selection of brand advertising.
The process of data collection is a process of exploration. I really enjoy the joy brought by this process, and I am happy to do this simple thing.
One simple thing to the extreme, it is possible to become an expert in a certain field.
If you feel like you are at work, you are no longer new and you are doing mechanical work every day. In addition, these jobs will cause you troubles, and even affect your entire mood, and you will lose sleep at night when you sleep.
I think at this time you should consider whether this job is what you want, is it already starting to not love this job?
How to build your own knowledge system?
To develop a good habit of information acquisition, I only read articles in my area of interest in depth. Since 2010, I have been focusing on the Internet / technology field, and only focus on this field.
Every morning when I get up, the first thing I do is to go to some tech blog sites. I can get some content themes that I can write every day. Usually in the morning, I only focus on tech blog sites.
In the evening, I will only watch Baidu News, because Baidu News is a news aggregation platform with strong content aggregation. It can help me to screen out the most popular content every day and help me reduce the cost of obtaining information.
In addition, I will go to Sogou WeChat to find some valuable and interesting WeChat signals. After several years of persistence, I have learned a lot about the entire Internet / technical field and have a very large information base.
The capacity of the brain is limited. I have to screen such a huge information base. In this regard, I will dig deep into the content that I personally think is good, and deepen my impression of this keyword in my mind.
When this keyword is mentioned one day, my brain starts to recall. My ability to recite has always been poor, and I tend to understand a piece of content rather than memorizing it.
When reading books, I basically adopt the method of book opening + speed. The content of the book is someone's understanding of something. I personally prefer to have my own thinking and application when reading.
Moreover, the content of the book does not necessarily apply to the market environment in which we are located. Moreover, I need to deal with huge amounts of information every day.
To build a knowledge system, in fact, the most important thing is to continuously seek information and stick to it.
The meaning of the claim is that you have to be proactive, which is very important!
For this reason, I can find a point every day for in-depth analysis of content topics, and I have not experienced the phenomenon of content thinking exhaustion.
Of the 46 articles, 40 were written from January 14th to March 30th. The Spring Festival holiday was suspended in the middle half of the month, and the rest was almost one day a day. The main purpose is to tell everyone that you can only get what you want only if you continue to break through yourself!
Fourth, do you really understand content positioning?
To determine whether an account has growth value, you need to deeply analyze the content tone of the entire account.
In 2015, according to a Chinese social survey report released by Kantar, entertainment content and chicken soup content accounted for up to 7 layers of social media content.
In 2016, emotional articles about chicken soup were still the most popular content in the circle of friends.
Under the pressure of KPIs, many operators focus on controlling content mainly to increase reading volume.
The "butterfly effect" brought by this behavior is that the account opening rate is reduced, and the growth of fans is low. Even if you bring fans to the event, you will find that the drop rate is very high.
So you have to know a lot about your industry. I am constantly asking for information about the internet / tech industry every day.
5. Do you really understand the demands of users and products?
Many people fail to attribute the problem to KPI. If KPI is a person with thinking ability, his inner monologue must be "QNM, I don't know this pot."
Many bosses have a low level of understanding of the industry, but one thing is that the boss must be the company that knows the product best.
The principle of your work is very simple. It is to use the new media tool and help the boss find out the connection points between the company's products and users.
I think at this time, we should start from ourselves more. Think about whether you have really talked to your boss about his true appeal for new media? Have you ever really understood the true characteristics of the product? Have you understood the real appeals of the target group?
6. Is reading 10W + really good?
The reading 10W + here refers to the WeChat public platform. WeChat is a very decentralized product. The source of reading is mainly the circle of friends and public account conversation window.
The open rate of the public account is now going downhill as a whole, the open rate = the number of public account conversation windows open / the number of public account fans. Although the overall open rate is going downhill, it does not mean that all types of account open rates will decrease.
The number of public account registrations has exceeded 20 million levels, but what is the proportion of truly active accounts? What is the percentage of marketing numbers in these active accounts? What is the proportion of the original number?
The number is still the main tone in 2017. Although the opening rate and reading volume of individual numbers are declining, the overall daily reading volume in the WeChat ecosystem has not decreased. There are two reasons for this:
1. The number of accounts has been increasing, and the overall reading volume and the unit reading time of each person have not changed, resulting in a decline in the number of reviews for the single number.
2. The content homogenization is serious. The phenomenon of homogeneity does not only occur between numbers and numbers. This problem also occurs after a single number itself operates to a certain stage.
Stick to originality, continue to produce content, and cultivate the content tone of the account, so as to attract accurate fans and reduce the retention cost of users to a certain extent.
10w + reading is important? Of course it's important, but I think the most important thing is to work hard on the content first. It's not that this industry can't do it, and this industry is really shuffling.
7. Do you have a clear plan for your future career?
Working relationship, I read nearly 3,000 resumes in different channels, but I didn't find the person I was looking for.
There are several features in this resume:
1. Part of it is cross-industry. When the traditional industry comes, I may even need to start how to register for the public account, all those who come from the traditional industry do not need to;
2, resume is very simple, just tell you who the other party is, where to live, which university to study, salary requirements, etc., such people are generally investment in the sea, so do not;
3. Submit two posts at the same time, it ’s not clear about your true positioning, so do n’t do it;
4. The post requirements are clearly written, and the data analysis ability is high. Do n’t have this experience.
These are just some of the reasons, and some feel good, but I hope he can be transferred, but he is rejected. There are so many reasons, I really find it difficult to find someone who really wants it!
Many people seeing new media operations just think that this position is good, salary is okay, and things seem simple to do, which is a typical manifestation of lack of understanding of this position.
Suppose you can make a good career plan? Suppose, you can do an analysis of this company before joining the company, and analyze whether this company has a demand for new media? Suppose you take the initiative yourself? There is also a phenomenon of following the trend. Everyone is doing it, and he thinks it should be good, so he also went to apply for this post. When I joined the post, I found out that this post was a pit.
Many things we can avoid in the beginning. Also, don't do things with the mentality of learning. The company recruits a person, it is necessary for this person to create value, and do not hurt each other!
8. Have you tried to improve your content production ability?
It is mainly considered from four aspects: title optimization, content layout, theme color matching, and content mapping
The best and fastest way of these four aspects is to participate in training, but many people did not listen to the training courses and did not practice after listening.
In addition to writing content, the overall readability of an article is critical.