On 20 16.8. 1, Procter & Gamble said that its precise placement on Facebook was not so effective. Procter & gamble has been advertising in digital and traditional channels, but the lack of advertising has reduced the investment in some small websites, because their influence is far less than that of Facebook, Google and Youtube. After P&G issued a statement, Facebook's share price fell. By re-examining the value of advertising, we realize that the accurate delivery of new media is not so magical and omnipotent. "The bigger the brand, the wider the audience, not the smaller target group." -Cleaning For mass products, it is necessary to expand the exposure of the brand in the eyes of the public through advertisements, so that when consumers really enter the consumption mode, your product is listed as one of the options. However, accurate advertising will lead to brand dilution and indirectly affect sales. Accurate advertising is more suitable for specific people, specific events, specific products, or as a mutual support system for brand advertising. 0 1 Separate the content from the operation platform and promotion channels. The purpose of operating new media is: brand promotion, product sales and customer service. Brand promotion: official website, official Weibo and other products sales: micro-stores, online stores and other customer service: such as official WeChat, forums, emails, etc. For the first two purposes, both the self-built platform and the launch platform need to be maintained. If it is for customer service, we can only consider building a new media system. If you just want to promote a product, the product life cycle is not necessarily long, and you can use a third-party trusted new media account. In addition to paying attention to the ever-changing new media platforms, we also need to maintain our interpersonal resources with different new media platforms. This means that we should change from content readers and sharers to content evaluators and integrators. How to understand the "small partners" of new media (1), improve the "network sense", improve the sensitivity to the network, understand the Internet culture, and understand some communication factors, so as to track and respond to hot spots in time. How to improve the sense of network? Always pay attention to the hot search list and "hot search words" of mainstream platforms, and pay attention to the attractive WeChat official account at the forefront to get the latest information. (2) Improve professional quality, cultivate Internet thinking and actively and systematically read books on communication, marketing, social psychology and game design. If you put the thinking inside on the internet, it will have an excellent composite energy effect. (3) Cultivate the planning ability, whether it is the content of activities or the planning of ideas, from the generation of ideas to the implementation of landing, and finally re-launching, we must be able to complete independently, and achieve fan growth or brand exposure. You can learn activities in the same industry, have more inspiration collisions with the team, and communicate with people in the operation industry. The negative effects brought by new media The new media is rich and diverse in information, difficult to supervise, with many channels and rapid diffusion, which will also lead to some vulgar information and rapid spread of online rumors.