First, first understand what is self-media operation, self-media operation = self-media+operation. New media refers to self-media drainage through WeChat, Tik Tok, Today Headline, Zhihu, Douban, etc. It refers to the content retained and transformed by users from media operation through various activities or exhibitions, including content operation, channel operation, activity operation, user operation, data operation, etc.
Second, you need to be familiar with the drainage skills of various platforms operated by the media, that is, when publishing content on high-weight platforms, you should be familiar with the drainage skills of each platform. Because each platform has its own rules, don't violate the rules of the platform. If it is serious, it will be blocked. After all, if we want to drain on the Internet, the account is the only resource we need to protect.
Thirdly, locate the product or service, analyze the target population, make relevant plans, and then start to form a team to implement how to implement, how to analyze the demand and how to customize the plan.
operational approach
1, find the right group and make a portrait of the user.
According to the core selling points of products and enterprise resources, find out the accurate user groups and tailor the communication content for the target users. Expand business scope through its own media matrix and cooperative resource channels.
2. Identify the platform and highlight the key points.
According to the sketched user nature, find the corresponding accurate platform. There are also many related new media channels. After analyzing the users, we will analyze the user composition of these media, and find the platform with great intersection, that is, which platform has more users, we will focus on which one, and other platforms will lay out the matrix content within the energy controllable range.
3. Make a content outline plan
According to the characteristics of the selected platform, select the content form, such as short video content output of short video platform, graphic content of headlines, etc. Usually, short videos need to be laid out as soon as possible as a trend. According to the user's portrait, determine the writing style, such as literature, entertainment, teasing, planting grass, etc. , and determine what style customers like.
4. Trial operation to accumulate data for official operation.
Do a good job of embedding content, and recommend using the official WeChat account. No matter where users are finally promoted, users must be allowed to settle in a sedimentation tank with sufficient control, which not only has detailed information, but also has enough expansion space for further operation.
In addition, what needs to be implanted is endorsement, endorsement of professional media, so the initial content needs to be exposed by authoritative media outside the media, which is an essential step in shaping the brand image.
5. Make a good layout of the matrix. If the official WeChat account is used as a sedimentation tank, others, such as Headline, Weibo, Penguin, Baijia, etc. , it will be drained to the official WeChat account, and finally guided to the community for transformation. This is a media matrix. This is the way the product must go.
6. Do a good job in data analysis and record the details of each communication, such as title, release time, number of keywords, push field, comments and likes in each issue, etc. , through the operation data mining advantages and disadvantages, determine the way to optimize the effect, the next stage of key operations. Do a good job in node operation, try event marketing, promote all operations with products as service indicators, and accumulate for formal operation.