I won't talk about profound theories, just want to talk about some pure white introductory experience and the importance of actual combat. Doing new media operation is actually a process of continuous input and output. There are also some dry goods accumulated during my study. )

First of all, introduce yourself. A fresh graduate, four years in college, is a female classmate without stories. Because many people say that the threshold of new media operation is low and they are interested in this job, they are ready to find an operation job when they are internship.

First, I met several operating positions at school because I didn't have relevant skills and work experience before. When interviewing for a new media operation position, hr said something that impressed me deeply: "What relevant skills do you have? Are there any works? " At that time, I was confused, because I had nothing, so every interview went away.

Later, I began to submit my resume online, because I had no experience and there was no bright spot on my resume. As a result, it is conceivable that the resumes sent online are gone forever and have not received any interview invitation.

Then I understood that zero-based operation is almost impossible. what can I do? Study! Be an experienced classmate.

Then the question is coming! How to learn? Search, look!

I believe that many small partners who are interested in new media operations will search for how to get started with new media operations at the beginning. How to study? What do you need to learn? Of course, so do I. This is my first search, and I'm still lying in my favorites.

But most of the articles are general and theoretical, and can't draw a clear learning style.

Because I am a procrastinator, time is tight, I want to find a job early, and finally I chose to sign up for class. (Of course, other methods can also be used. )

Through my review of these two months' study, I want to talk about my feelings about the introduction of new media operation from three aspects.

The concept is only a very basic thing, the focus is on the actual combat part, and the mentality is also particularly important.

If you want to get started with new media operations, you must first understand what new media operations are.

Definition of new media operation

New media operation is a new media that is different from traditional media such as newspapers and radio. With the modern mobile Internet as a means, a series of operational means of product promotion, promotion and product marketing are carried out by using emerging media platform tools such as WeChat, Weibo and Post Bar.

By planning brand-related high-quality and high-communication content and online activities, we can push news widely or accurately to customers, improve participation and popularity, so as to make full use of the fan economy and achieve corresponding marketing purposes.

What does the new media operation mainly do?

New media has a wide range of business fields, but the ultimate goal is to obtain income. It is mainly divided into four parts: innovation-retention-promotion-income.

Get the attention of new users through high-quality articles, continuously publish the content of users' concern to retain users, plan the activities of users to try out products, and turn potential users into paying users through preferential activities.

This is the whole workflow of new media operation. You need to focus on different points in different positions.

I understand what new media operation is from four aspects.

1. Search online. Search related concepts of new media operation in Baidu, and search what is new media operation in Zhihu. You can see many explanations.

2. search for videos. Because I have been using BiLi for a long time, I also searched for new media operations on it and read some up opinions. Watching videos and articles still feels different.

3. Research on mooc course in China University. A learning method recommended by up master, free learning of famous teachers' excellent courses, new media operation, copywriting, writing, photography, etc. I first read two courses of introduction to new media, and got a general understanding of the new media industry.

4. Semiprivate school courses. I came across a semi-private school. At that time, there was a new media study room worth 199, so I went to learn about it while doing activities. After reading it, I have a clear understanding of the whole industry and Jobs. Now the new media study room is free for a limited time, which is more cost-effective than when I was there. )

Since you want to enter the new media operation industry, you should know what skills you need, and then invest time to learn skills and improve yourself. Many people think that you should master the skills before practicing, but I think you can start actual combat after learning the skills. We will talk about how to do it later, so this step only needs to know what skills you need to learn. )

At that time, I checked a lot of articles about the necessary skills of new media operation in Zhihu and WeChat official accounts, and I thought these must be mastered.

1. User survey: User survey refers to obtaining the suggestions and opinions of respondents in various ways and summarizing them to provide guidance for the next operation.

2. Content writing: To write high-quality content, in addition to writing articles, you also need skills such as typesetting, copywriting and making pictures.

3. Delivery channels: select channels, deliver content through various channels, and drain it to your own products.

4. Data analysis: monitoring and analyzing operational data, understanding user feedback and analyzing user behavior changes.

5. Adjustment and optimization: adjust the follow-up operation strategy according to data optimization.

It's no use learning only theory. It is strongly recommended to learn skills by operating a self-media number and output it at the same time during the learning process. What's better than using it in practice?

Why choose a self-media platform?

Nowadays, many resumes require works, and a good work is the best condition to impress the interviewer. At that time, hr directly asked me if I had any works, and one work really deserved a lot of points (such as your article collection, official WeChat account, Tik Tok account, Zhihu account and so on). Are all your collections).

But we can't put a lot of energy on multiple platforms at the same time, so we should choose a platform that matches what we want to do. You can choose one from official WeChat account, Zhihu, Today Headline, Douban, Weibo and other media channels.

If you don't know how to choose, you can do a user survey. Find out which channels your target users are more active through questionnaires, interviews or search engines.

I mainly operate on the official WeChat account and drain it through other channels.

Why did you choose to operate the official WeChat account?

In addition, the official WeChat account has the following advantages.

1. Low cost. The official account of WeChat can be registered for free, and it doesn't cost much.

It covers a wide range. The official account of WeChat involves publishing articles, typesetting, designing pictures, drainage and other aspects, and basically all new media operations can be practiced.

3. Portfolio. The official WeChat account can be used as a very intuitive interview.

4. High profitability. If you do, you can make a profit through the official account of WeChat. (It is possible to realize advertising, pay for knowledge, and transfer the official account of WeChat. It is very exciting to think about it. )

After choosing, you must register your own account, because it is mainly the official account of WeChat, so I will take the official account of WeChat as an example, and other platforms are similar. (At first, you can search the official account of WeChat in Zhihu for how to write an article well. There are many such articles. )

Precautions in the early stage

Positioning: What kind of content do you provide? What problems do you help users solve? What's the difference between you and other similar official WeChat accounts?

Register an account and improve your information: After creating an official WeChat account, you should improve your basic information.

Naming: According to the positioning, give an easy-to-remember and distinctive name to the official account of WeChat, so that others can know what it does as soon as they see it. (Note that the name of the official WeChat account can only be changed twice a year, so you must think about it first. )

Design avatar: A good official WeChat account avatar and name are the contents that users face many times every day, and they are also part of your account brand assets, so be sure to make a good appearance. It is recommended to use text logo type and personal cartoon type.

Write a brief introduction: Tell your readers who you are, what kind of content you provide, and what value your official WeChat account has to users.

Style setting: fixed and stable color matching and graphic style of WeChat official account.

My account

This is my official WeChat account for reference. Because I am going to engage in new media operation, I have operated an official WeChat account related to new media operation, focusing on new media operation learning and experience sharing. (You can choose what you are good at or like)

While operating the official WeChat account, you can output articles about your own learning process, which can not only strengthen the learning effect, but also use the official WeChat account as your job search and add points in the interview. If we can make the official WeChat account successful, it must be a wise decision to make money through it.

When you create a good official WeChat account, you must export the content, otherwise people will come in and see a blank, and immediately quit. Then the question is coming, what to write?

As a science student, I remember that when I first started writing, I didn't know what to say at all, and it took a long time to write an answer of several hundred words.

Writing skills

1. Dry goods type: in-depth long article or short tutorial.

Share learning dry goods. I read my notes before. (Some notes in class, probably wrote a book)

It's really a waste of time. At this time, I regret why I didn't sum up my experience and dry goods when I was studying. )

Therefore, I strongly suggest that you first create an official WeChat account or other self-media account, and then output articles during the learning process. There is no end to learning and output. Then you will find that continuous output is as simple as that ~

2. Highlights: integrating tools or resources.

For example, the cover of WeChat official account needs pictures. I will search around the picture resource library to see what features they have, and then organize them into an article. I think both of them are very suitable for beginners to learn and use without foundation.

3. Story-based: write your own story as an article, which can be learning experience, pit encountered, experience learned and so on.

In the process of learning, I also compiled some information about content writing.

After writing the content, all you need to do is typesetting.

If you finish writing an article, post it, regardless of typesetting. That's it. The whole paragraph has no focus, which makes people have no desire to read.

But if you change the layout, divide paragraphs and draw key points, it will be clear at a glance and you will feel much happier.

1. Use headlines: Use subheadings to make the structure of the article clearer.

2. Reasonable segmentation: reasonably segment the mobile terminal (note: one segment of the mobile terminal does not exceed 5 lines, and one segment does not exceed 100 words. )

3. Bold appropriately: Bold the key sentences/words in the article.

4. Multi-purpose list: Use the list to make articles suitable for scanning and reading.

5. Graphic matching: Use pictures to make the article more vivid.

If you want to learn, you can read some typesetting materials, or refer to the better typesetting methods of WeChat official accounts made by your peers and learn from others.

This is some typesetting materials I have seen, and there are also some typesetting tools.

When writing an article, I found that no one came to read my article, which is probably the case.

The first is quality content.

Content is king, only good content can attract users. But in the beginning, no matter how good the content is, it is useless if no one reads it.

At the beginning, you can get the most basic traffic through some other ways, such as getting a certain amount of traffic through the help of friends or joining a group.

(Several mutual aid groups formed by different channels and small partners in order to change careers need to be audited to avoid advertising. )

The second is welfare.

Who can resist the temptation of free benefits! My eyes lit up when I saw the free benefits, so I also put a lot of benefits in the first place. (Are you excited to see welfare ~)

In the whole learning process, I feel that operating the official WeChat account is the place where I gain the most.

In the process of learning, mentality is also very important. Say the important things three times and keep a good attitude! Keep a good attitude! Keep a good attitude! !

I wrote an article for several hours in the early days, but the drainage effect was not good at all, or I encountered some troublesome problems. At that time, I will wonder why I want to do this, and I will probably have a mentality of giving up. But as long as you cross this hurdle, you will find that both writing and drainage will become much easier.

In the process of operation, you will inevitably encounter many problems. If you work hard, you may not only lack motivation, but also encounter problems that cannot be solved. Therefore, it is best to join a new media operation exchange group, study with a group of like-minded friends, see other people's experience, and ask experienced people if you don't understand.

I searched many groups at that time and found that there was nothing suitable for Xiaobai's communication group, which was too abstruse for me to understand!

So I created a pure white exchange group with my friends who studied together, where I can consult questions related to the operation of new media, and there will be industry-related information and benefits every day. (In order to ensure that it is not an advertisement, joining the group needs to be reviewed. )

Finally, in addition to the above-mentioned typesetting, writing and other materials, I have accumulated more than N materials during my study. Such as topic selection, data analysis, competitive product analysis, optimization tools and so on. Friends in need can comment and leave a message ~

Codewords are not easy. You've seen it. Move your little hands and be careful before you go.