In addition, if you need information about the operation of new media, you can get it at the end of the article. I sorted it myself. It's comprehensive. I hope I can help you.
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1. Switching from zero foundation to new media operation: Changing careers requires firm determination.
It takes courage to change careers, which means everything starts from scratch. I think it is more important to figure out why we should engage in new media operations than how to get started with new media operations. Because you have to convince yourself in thought before you can convince yourself in action. Otherwise, if you don't act firmly or blindly, you will easily give up. So, how to make up your mind to change careers?
1. First, understand the operation of new media.
When we understand the operation of new media, we must learn its work content and development prospects, which is also an important reason why I choose new media operation.
Work content: mainly including user research, content creation, channel operation, picture design, video editing, data analysis, etc. There is a lot of work, but I personally think I can learn a lot.
Development prospects: When it comes to development prospects, we should first look at market demand, and then consider salary and promotion opportunities.
(1) From the market demand, the demand for new media operation is very great. You can see it on the hook. Com, almost all walks of life are recruiting new media operations, from traditional industries such as publishing houses and training institutions to Internet industries such as social networks, short videos and e-commerce. Therefore, it can be seen that new media operation is still an emerging industry, which is developing rapidly at present.
(2) From the perspective of development prospects, the salary of new media operation may not be particularly high in the initial stage, because it pays attention to work experience, but once you have 1-3 years of work experience, the salary is still considerable. You can refer to the salary in Lagou.com ...?
2. Second, know yourself.
One is to know your hobbies, and the other is to know the life you want.
Hobbies: It depends on what you are interested in, what you are willing to spend time on, and what you will be happy about. For example, I like listening to songs, watching movies, reading books, writing articles and taking photos. Generally speaking, I just like something literary.
Lifestyle: You need to think about what kind of life you want. Whether it is stability or challenge; Is it easy or stressful; Do you want to be bitter first and then sweet, or are you reluctant to suffer? This is also important for your career planning and job choice.
3. Finally, people and posts match.
The last thing to do is to match the work content of new media operation with your hobbies and lifestyle. I take myself as an example:
As for hobbies, I like writing articles, photography and videos, and the operation of new media just meets the requirements of these work contents, which is very consistent with my hobbies. Although my writing, PS, PR and other abilities are not good at present, it doesn't matter. Interest is the best teacher. You can learn slowly later. The most important thing is that I really like it. I will be very happy, motivated and satisfied when I study.
In terms of lifestyle, I like a challenging life and hope to learn something new every day. Moreover, I think the new media operation can meet my requirements, because the Internet is developing rapidly, and you need to constantly update your skills to adapt to the new changes. At the same time, because the new media operation is more diverse, it can also help me learn more knowledge.
Generally speaking, you need to consider whether you really want to engage in new media operations according to your work content, development prospects and your hobbies. Make a decision, stick to it, and don't give up easily.
Second, switch from zero foundation to new media operation: you need to master the correct learning methods.
1. Comparison of advantages and disadvantages of different learning methods
When I was looking for an introductory method of new media operation, at first, like everyone else, I searched Zhihu for various answers and read many people's answers. Although it is very rewarding, I still don't know where to start learning after reading it.
There are only two ways to learn, one is self-study and the other is to enroll in classes. The advantage of self-study examination is to save money, but the disadvantage is that it takes time and learning is not necessarily targeted; If you sign up for class, you can save your time for exploration, and the learning content is arranged by professional teachers, which is more efficient.
In fact, at the beginning, I was also very opposed to applying for classes. Maybe I heard too much about "IQ tax", including when I took the postgraduate entrance examination, I prepared myself and didn't report for any classes.
But finding a job is really different from studying. You can find a suitable learning method through your previous experience. But for me who has no work experience, it is still a zero-based career change. I'm really at a loss, so I have to admit my cowardice, pay IQ tax, and then convince myself that it's okay. You can earn this money back when you look for a job in the future.
2. Some learning platforms are recommended
Speaking of applying for classes, I have considered the following institutions myself, and after many comparisons, I chose one of them. If you are also going to apply for classes, you can refer to:
Three classes: study duration: 7 weeks, valid for three months | Advantages: P 1 class is cheap, and there are many practical assignments | Disadvantages: theoretical knowledge is not detailed and comprehensive enough; There is a limit to the number of students who can't start classes at any time.
Starting point college: study duration: 90 days | Advantages: there are many practical projects, including content operation, user operation, activity planning, etc | Disadvantages: there is a time limit for starting classes, so it is impossible to study at any time, and the curriculum is arranged, so it is impossible to study in advance.
Semi-private school: study period: depending on the individual's study progress, the period is one year | Advantages: the course content is comprehensive and systematic, the new media operation major, the teacher takes practical projects and the job interview class. Disadvantages: the price is higher than others, but you can get a 30% refund if you complete the course within three months, which is actually not bad.
Generally speaking, there are two issues to consider when choosing to apply for classes. One is time. Do you have enough time? Do you prefer flexible time arrangement or fixed time every day? How long do you plan to finish your studies?
The second is the learning content. Do you want to learn a little superficial knowledge or systematic and comprehensive knowledge? Do you want to specialize in new media operations or learn other operational knowledge? For example, a semi-private school specializes in new media operations. For example, the starting point college aims at internet operation, and the content also includes new media operation, but it is not complete, so it depends on your learning needs.
Finally, the most important point is that the master leads the door and practices to see the individual.
Third, switch from zero foundation to new media operation: you need to understand the ability requirements of new media operation.
Before understanding the ability requirements of new media operation, I will explain why there are these ability requirements with my own understanding of new media operation.
Why does new media operation exist? To put it simply, new media operation is to convey the selling points of products to users through new media on the basis of understanding users' needs, so as to achieve the purpose of letting users buy products, and to make users use them satisfactorily after selling products, so as to make them repeatedly buy or even recommend others to buy them.
So in this process, what core competencies do new media operations need?
User research ability: if an enterprise wants to develop continuously, it must take user demand as the core. Therefore, before producing products, it must understand the needs of users and constantly adjust according to their feedback, which requires users' research ability;
Copywriting ability; Enterprises are all for profit. Because advertising costs are too high, we can't rely entirely on traditional advertising methods to promote our products, and direct marketing methods will make people feel disgusted. Therefore, the job of new media operation is to publicize the selling points of our products through stories or other means, which requires the ability of copywriting;
Channel operation ability: writing content needs to be exposed, so you need to promote articles or videos through various channels such as WeChat, Tik Tok, Zhihu and Weibo, which requires you to be familiar with the rules of each channel and have channel operation ability;
Data analysis ability. Because the cost is limited, it is impossible to promote it on all platforms, so it is necessary to choose one or two most effective channels according to data such as traffic and conversion rate, which requires data analysis ability.
Of course, the ability of new media operation requires far more than that. These are just abilities that I think are more important. You can refer to the recruitment requirements of the hook. com。
Fourth, switching from zero foundation to new media operation: it is necessary to improve relevant capabilities in a targeted manner.
Now that I understand the ability requirements of new media operation, how should I learn to improve this ability before I can get started? The best way to learn is to practice. Only by doing it yourself can you know how to operate it. I personally study in the following ways.
(1) User research ability-to really do a user research.
The purpose of user research is to understand the pain points of the target users of your products, and then solve the problems they encounter according to their pain points, and improve their products in the constant feedback of users.
How to conduct user research? First of all, you have to understand the basic information of users and build user portraits. Second, understand their pain points and needs. In this regard, you can refer to this logic: who is your target user? What problems did they encounter? How do they solve this problem now? How do they evaluate the existing methods? How do they evaluate the solution you provided?
Take my personal user research as an example. My research is aimed at the problem of low completion rate of students in online education institutions, to find out the factors that hinder their study, and to find a solution.
(2) Copywriting ability-write an article by yourself according to the requirements of operation.
The core of new media operation is content creation. Only by creating good content will it be accepted by readers. Otherwise, no matter how fancy the form is or how poor the content quality is, it's no use.
How to improve copywriting ability? First of all, choose a good title, mainly read more, pay attention to how the title of the explosion article is written, and then summarize the imitation; Secondly, choose the appropriate article types, which are mainly divided into story articles and dry goods articles. For example, you can choose story articles to tell a brand story, so as to improve product awareness. If you want to attract users to buy products, you can choose dry goods to provide users with valuable content and guide users to pay attention to their products.
(3) Channel operation capability-operate your own official WeChat account.
From a utilitarian point of view, running your own official WeChat account is for job hunting, because if you don't have your own official WeChat account when interviewing for new media operations, you are likely to be despised by the interviewer. Don't ask me how I know.
How to operate your own official WeChat account? There are two main points here.
A. out of personal hobbies. For example, if you like movies, you can use the official WeChat account to record the feelings of watching movies and write down film reviews. If you are experienced in makeup, you can share your experience in makeup and skin care with the official WeChat account, and you can also recommend some cosmetics that you think are useful. If you like taking pictures, you can share your photos.
B. If you have no outstanding hobbies, you can try to operate an official WeChat account related to new media operation knowledge. In this way, on the one hand, you can record and consolidate your knowledge and experience in the learning process; On the other hand, the content is related to the operation of new media, so you can have something to say during the interview. I chose the second way myself, as follows:
(4) Data analysis ability-analyze relevant data with data monitoring tools.
In addition to selecting channels, data analysis is needed from searching keywords to selecting topics. For example, if you write an article, in order to ensure the number of views, you need to know whether the keywords in the title of this article are hot words. If not, you can also look at the ranking of hot words and put them in the title.
How to analyze the data? In fact, for the operation of new media, you don't need to master too advanced data analysis ability. It is important to learn how to use relevant data monitoring tools. For example, when I was analyzing whether a topic in Zhihu was browsed by many people, I used Distill Web Monitor. The following are the changes in the number of views I have monitored on this issue.
I also sorted out all kinds of information about the operation of new media during my study in these months, including theoretical knowledge, necessary tools, PS courses, resume templates, interview experience and so on. You can collect it yourself if you need it! (Yes, I am so kind ~)
Write it at the end
Learning is a long process, and getting started is not easy. Theoretical knowledge needs to be put into practice eventually, no matter whether you are struggling like me before or have decided to change careers. I hope my experience can give you some inspiration.
If you have any questions, you can also ask me, we are both unhappy-forever. I'm willing to share it with you, too! See the picture at the end of the article for the way to obtain information. I wish everyone can get the offer they want!
Codeword is not easy, but I found time to write my 50,000-word graduation thesis to code this article. On the one hand, I want to share my experience, on the other hand, I want to exercise my writing ability and apply what I have learned. If it is inspiring, please like to go again! If you have any questions or need information, you can also contact me in the comments section!