The new media operation is a series of operation means to publicize, promote and market products by means of modern mobile Internet and using emerging media platform tools such as Tik Tok, AutoExpress, WeChat, Weibo and Post Bar. By planning brand-related high-quality and high-spread content and online activities, we can push news widely or accurately to customers, improve participation and popularity, and thus achieve the purpose of marketing. So what are the specific new media operation plans? There are two main aspects in the new media operation scheme: first, content production is to make content first, and the content made is positioned in the form of users, such as articles, pictures, short videos and so on. The process of content production is collection, creation, review, editing, presentation, diffusion and so on. The click-through rate of content has a great relationship with titles and pictures, and the forwarding rate has a great relationship with the quality of content. You also need to consider the value of the content and what kind of content attracts users' attention. Therefore, new media operators should work hard on content, keep learning, think about practice and constantly improve themselves. Second, the activity planning should be clear about the purpose of doing the activity. It is necessary to consider the content and cost of resource support and plan specific activities. Excellent creative activity planning can effectively enhance the visibility and brand reputation of enterprises. The key to a good activity lies in the attraction to the target audience, and we must pay attention to the participation and interaction of the audience. The promotion of activities not only needs careful planning in the early stage, but also is very critical whether it can be implemented to a large extent. Before the activity, the whole activity plan should be scrutinized repeatedly to see if it can be fully implemented. This is also a very important part.