New media operation refers to the effective promotion and management of information and content of enterprises, brands or individuals by using the Internet and digital technology and interacting with audiences through various network platforms and tools. Compared with the traditional media operation, it pays more attention to the interaction and communication with users in the digital environment of the Internet age.

The goal of new media operation is to improve brand exposure, attract target audience, increase user participation and promote sales transformation through social media, online advertising and content creation. It is not limited to marketing promotion, but also includes maintaining brand image, establishing brand reputation and establishing interactive relationship with users.

The operation of new media needs to consider the characteristics and needs of the target audience, formulate strategies and plans, select appropriate online platforms and tools, and use data analysis to evaluate and optimize the effect. It requires operators to have good social media ability, content creation ability, data analysis ability and communication ability, as well as understanding and application ability of Internet and digital technology.

Generally speaking, new media operation is an activity to promote and manage the image of enterprises, brands or individuals through the Internet and digital platforms, using various online tools and strategies. It combines marketing promotion with user interaction, and strives to achieve brand growth and user participation through effective online communication and communication means.