Recently, the editor has known more and more new media operations. Many of my friends write very good push numbers, but they have always felt very blurred about the boundaries between operations and editing.
Although I feel that as an editor, I should pay attention to the quality of the article, the leader will force KPI to be put into daily assessment, which puts great pressure on me to write.
On the other hand, if you post advertisements according to the requirements of your leader and analyze fan growth data, it will affect the efficiency of writing articles. Moreover, as an editor, it is not easy to do these things and is not professional. I hope that there are professional operation personnel to cooperate with you.
In this case, I don’t know whether I am editing or operating.
Under this working situation, most operation friends have gradually left the editorial category of a monthly salary of 3,000, but have not yet completely become a qualified operation with a monthly salary of up to 3,000 yuan!
Being in the position of "under operation, above editing".
First of all, clarify what is the difference between operation and editing?
As an editor with a monthly salary of 3,000, it can be said that your work is not special. You can replace you at any time. You need to find your own value and make yourself irreplaceable. For operations, these three main things that need to be mastered more than editors.
1. Understand the product
Find the precise positioning of your own products and understand what users want.
For editors, the data of the article is the first, but only by understanding the corresponding products of the self-media you operate can your self-media operation have practical significance.
Many friends from new media like to post jokes and chicken soup. This way the data will be very good, reposted a lot, and the comments are also very real. However, after reading it, no one discusses your product, and this data can be said to be meaningless.
What does this mean?
For example, every post on the genius Little Panda can cause crazy retweets. But everyone has read it and laughed and forwarded it. Think about it carefully, which advertiser can you remember? When the laugh points of a Weibo/WeChat are too dazzling and even cover up the product itself, the user's attention will be on the laugh points and automatically ignore the product.
Therefore, the first point of new media operations is to understand the product.
Whether writing soft articles, jokes or chicken soup, you must be familiar with the history and functional points of your product, understand the user's usage scenarios, know where the product attracts users, be able to quickly locate, and extract key parts to let users accept their products.
As for how to understand the product and the user, there are detailed and operational methods below.
2. Understand the user
We will give it to the user whatever he wants.
For editors, users are their own audience, or you can read whatever I write, and if you don’t like to watch it, you can hold it in. But for operations, placing their preferences is the top priority.
In the era of big data, there are many data reports from user groups on the Internet. However, are these so-called big data feature reports really suitable for your products?
When you first come into contact with Internet products before going to bed, you will often fall into the misunderstanding of searching for big data. Then he fell into a vicious circle of "it is obviously a user's need, but no one pays the bill."
Have you ever thought about where this data comes from? Is it really suitable for you?
Many of these big data on the Internet are written without actual investigation, and may even be advertisements for some product.
For example, last year I surveyed the sales data of the shoes category. The big data online showed that 60% of those who bought shoes online were boys, and even 10% of those who bought high heels were boys. But if you look closely, you will find that these 10% of boys actually bought them for their girlfriends. . So in that 60%, how many of them belong to this?
The understanding of users is based on long-term contact with users, getting along with users, and solving user problems. The Weibo and WeChat fans faced by new media operators every day are their own users. What they like to see, what they don’t like to see, and what their values are all required to understand clearly through careful observation and repeated attempts and verification.
3. Master the communication
Communication refers not only to content, but more to operational methods.
This is a question of having a deep understanding of the communication rules and logic of the platform you are in, not just a question of the quality of the article. At each stage, the popular detonation methods in WeChat Moments are different, and this requires you to try, read and observe repeatedly.
For example, the popular New Year sign at the beginning of last year, countless accounts caused explosive spread through this method and attracted a large number of fans, until it finally attracted the attention of WeChat and completely banned this method. There is also the H5 game industry driven by the popularity of the Nervous Cat in 2014. After half a year of noisy, it slowly subsided. However, in the field of H5, a Kava microcard emerged and occupied its own unique category - H5 WeChat greeting card.
These forms have been changing, but the methodology has not changed, that is, the three elements of communication logic, trigger point, communication node, and communication form.
Many old operators will say that you have to learn to read data in order to operate your official account better.
The young editors began to open the background to see the number of views and forwardings. They thought it was okay. After being complacent, they found that the fan data was still very bleak after a while.
Why is this?
The things that the editor read did not play a decisive role in the operation of the product. The amount of reading of a single article is of course very important, but understanding the source of reading is more important, because different reading sources determine different reading scenarios.
For example, the title and picture of the article opened from the circle of friends will play a big role.
If it comes from friends' sharing, it may be because the views of the article are particularly touching - for example, after reading this article, I believe many people will forward it to their friends for learning.
Why is this happening?
This is the most important thing. Only by looking at the data in this way and knowing what each data represents can we accurately grasp the fans' ideas and grasp the truth of the spread.
so What can we do if we impact a monthly salary of 30,000?
In this position, we have a certain understanding of operations, but have not yet fully found the work cycle to enter the operation system. In addition to editing, we will consciously understand users' preferences and look for some of our own growth and changes.
What does the so-called operational system work cycle mean?
Know who your users are, what they like, know how to serve their preferences, then cause forwarding and dissemination, and finally lead backflow - this is a complete closed loop.
In order to understand this, we need to have some of our own accumulation and transformation in the early stage.
1. Be solid in basic skills
This is the only accumulation that can be obtained by yourself alone.
The basic skills include 3 points: text skills, topic selection ability, and user observation ability.
A basic writing skills is the basic ability to enter this industry. If you have problems with typing, it is recommended to read more extracurricular reading materials, newspapers, magazines and magazines.
Topic selection ability: There are methods and precautions for topic selection mentioned in an article before bedtime. Reply to [Topic Selection] to view it!
Observe users’ ability: When writing an article, you should think about your user group, whether you like the opinions of this article, and whether you can make users like it and actively forward it for you.
Whether the content is good or not can be seen at a glance. Interesting means fun, and boredom means boredom. It is the main prerequisite for completing your first step of data accumulation and the fastest way for users to get in touch with you - you can't just let people run away at a glance, let alone the things behind it.
This thing requires long-term training and polishing, and it cannot be achieved overnight. Don’t be afraid of being slapped in the face. Write more if you have nothing to do. If you don’t write well, reflect on the data. If someone scolds you, accept it humbly. When you become thick-skinned, you can slowly read what you write.
2. Channel accumulation
Without channels, no one can see any good content.
Before going to bed, Jiang once operated a small account with 8K fans. He worked hard to code a lot of words, but the fan conversion rate was very low. Later one day I found out that the original text of other accounts copied some of my original content, each of which was 100,000+, so I was very depressed and even began to wonder if it was really valuable to insist on originality.
But after getting to know more slowly, you will understand how important the channel is.
Just like a pool, if you only churn in the pool, there will always be so many. Only by adding more water can you increase your fan pool.
So at some point, I, who was not good at socializing, was forced to join more and more operating communities, exchange experiences with more new media practitioners, and find opportunities to study cooperation and promote each other.
Only after accumulating a large amount of your own channel resources can you not be limited to an account or company, and you will improve your value from editing to operation.
3. Formal understanding of operations
The correct posture for operation is: operation.
This is an improvement in the realm. There are many types of operations: content operation, community operation, channel operation... But what changes are the only thing that remains true to the essence. The core of operations is: operation.
How to operate existing products and operate them through techniques to bring more people in. It took me nearly two years to realize this by putting aside the inherent mentality of the editorial system, but I didn't do well enough.
When I saw a subway or TV advertisement, I subconsciously analyzed whether the copywriting of the advertisement is good enough and whether the effect of attracting users is strong enough.
At this time, you will find that many advertisements are stupid and copywriting is a piece of shit. Basically, these are the negative cases written in copywriting textbooks.
But these copywriting is effective and can bring real benefits.
Until one day, I began to stop focusing on the copywriting, but began to analyze the logic behind this advertisement: may the people I face be moved by that persuasion system? What is the reading scenario of this advertisement? In what scenarios will it cause transmission?
Only then did I realize that compared to the copywriting I could see on the surface, these more numerous actions that I had never seen were covered up by the idiotic copywriting such as "I won't accept gifts during the holidays this year", is really awesome.
Author: What to watch before going to bed Source: Webmaster's Home
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