Think about these 10 questions first, then talk about new media operations

Think about these 10 questions first, then talk about new media operations! I have occasionally written about Zhihu in the past few years, and I have answered about 30 or 40 questions in total, all of which are related to marketing, communication, and new media. When you continue to answer questions in one field, Zhihu will invite you to answer more related questions. In order to find topics, I have carefully read the invitation answers these two days, and found that many people are really asking questions such as whether it is too late for laymen to switch to new media, how to switch, and how to learn. Today, whether it is traditional enterprises or Internet companies, the position of "new media operation" is increasingly recognized. If you are also considering switching to "new media operation", then you must think about the following 10 questions first! About "changing careers" itself 1. The traffic bonus period of WeChat public accounts has passed! 2. Do you really like new media, or is it because the threshold is low? 3. How high is the cost of switching careers? Have you ever thought about it? About "personal" development 4. Does switching to new media deviate from your career plan? 5. Know what your core competitiveness is? 6. Can you get into work mode anytime and anywhere? About "new media" requirements 7. Do you have to be good at writing to do this? 8. Can you bear to be assessed by users every day? 9. New media is a big concept, which category do you want to do? 10. How much money can you make by doing new media? 1. The traffic bonus period of WeChat official accounts has passed! First of all, a basic consensus in the industry is: The traffic bonus period of WeChat official accounts has passed, and what follows is the bonus period of professional content! The traffic bonus period has become a thing of the past, which means that new media represented by WeChat official accounts have entered a mature period. During this period, relying on "net sense" and "cleverness" is no longer feasible, and it tests the strength of operators even more. There are changes in the following three dimensions: 1. "New media represented by official accounts" are no longer unfamiliar to both C-end readers and B-end business owners, which means that the cost of user education has been greatly reduced. 2. People with deep accumulation in a certain field can seize the new professional content dividend. Because they stand at the forefront of the entire industry, they can see the entire market and situation very clearly, and they have both accumulation and vision, so it is really difficult for ordinary newcomers to get a share in this regard. 3. New media is mainly innovative on the tool side, and the content it carries is still knowledge, knowledge, insight or user services. So, if you have deep accumulation in a certain field (for example, you are a senior salesperson or an experienced housekeeper), as long as you want to transform into new media, there are still many opportunities. Don't think that you can't do new media because you don't have a high degree, your writing is not good, and you don't study journalism. In fact, the most critical thing about new media is to provide users with continuous, stable and professional user value based on a certain segment. 2. Do you really like new media, or is it because the threshold is low? Be honest with yourself, this question is actually very important. Whether you like to operate new media or not, I hope you can clearly know: Behind the likes, reposts, and 100,000+ readings that practitioners are keen to discuss, there are often long-term late nights, irregular overtime, and repeated revisions. Note that the focus is not on staying up late, working overtime, and revising manuscripts, but long-term, irregular, and repeated... New media is a great test of a person's user understanding and product experience ability, after all, it is directly facing customers. Many people have their own WeChat public accounts and are full of hope for the future (becoming famous overnight), but the naked fact is: The initial liking is often an underestimation of others' success and a blind confidence in one's own enthusiasm. So, if you think that the threshold of new media is low (after all, anyone can register a WeChat public account), then I suggest you be very cautious. As the saying goes, laymen watch the excitement, experts watch the doorway. Almost all laymen say that the threshold of new media is low, but what is the reality? Its "entry threshold" is indeed low. But the "competition threshold" of new media is very high. According to statistics, there are 20 million WeChat public accounts that have been opened, but how many do you read every day? So a small suggestion, no matter how much you like it and how much you want to do it, I hope you can manage your expectations first. 3. How high is the cost of changing careers, have you ever thought about it? If I am currently a salesperson in an offline clothing store, is it difficult for me to switch to new media in the financial industry? The answer is: difficult! Switching to new media is just a general term, and this specific new media position must be set up in a specific field, or even rely only on the operation and sales of a certain product. If you can't move forward in the industry, then you have to take three days to think about how much time, energy, and financial resources it will take to be competent for this job. It's best to find a pen and paper to list the pros and cons and weigh them carefully. Besides, as the saying goes: changing jobs will make you poor for half a year, and changing careers will make you poor for three years. No matter how much time and energy you put into honing your practical skills, you are only proficient in using the new media tool, which is only at the level of "technique"; What the company wants is your understanding of corporate culture, your familiarity with product value, and your perception of user needs. These are all at the level of "Tao", which requires a lot of time and energy to accumulate. Compared with the position of new media operation, choosing which industry to enter is more critical. 4. Did switching to new media deviate from your career plan? Each of us should have a plan for our career. What do you want to become in the end? Your goal at each stage What is the goal? Usually, there are two directions for working hard in a profession: 1. Professional position. Becoming an expert in your field is essentially a job that relies on skills 2. Management position. On the basis of professional positions, continuously strengthen leadership and eventually become a manager. What about you? What do you want to do in the future? What do you want to gain from this job? Do you want to master a certain skill or become a manager? Does your work in new media help your entire career? You need to think clearly about these questions. 5. Know what your core competitiveness is? A while ago, a friend said that a company has a monthly salary of 10K to recruit him, he reluctantly refused, I asked him why? Because his salary at that time was 4K, you know, this is twice the salary, he replied: guilty! He said: After I go, what can I do? What's my strength? Is it because I write well, or the layout is beautiful, or the topic is to the taste of users? Can I stand alone? Thinking carefully, I found that I don't have any irreplaceable ability. It seems that I can do a little bit of everything and understand a little bit, but the accumulation of any one area is not enough to reach the top level of the industry. In general, there are many flowery scaffolds, but the foundation is not solid. So he chose to keep to himself and continue to practice! I suddenly remembered that a few days ago a user left a message in the background, saying that he was very distressed. He just joined a company to work in new media and didn't know whether to be a generalist or a specialist. I think, maybe he was because of the "barrel effect". Many people are afraid of their shortcomings and are not down-to-earth. But the reality is that the group is the barrel, and we are just the plank. What we should care about is how to make ourselves longer and not to be the short board that makes the "barrel" unable to hold more water. This is also the value of each of us in the company. Picture Therefore, we must clearly know what our core competitiveness is and what we are best at. We must focus all our attention on our own growth. Even if we change the "barrel", we are still the longest plank. 6. Can you get into the working state anytime and anywhere? Why is it called "new media operation"? The key is that you must keep a heart that is sensitive to users at all times, or get into the working state anytime and anywhere. Therefore, an unavoidable topic in new media operation is overtime. This overtime is not because the company needs or forces overtime, but you must spend a lot of time and energy to complete the accumulation of professional ability. My former boss said: He had dinner with Deng Wei, the founder of Business Fan, several times in the same occasion. While eating, Deng Wei took out his computer-logged in to the background and revised the manuscript. Even the main creator of a top-level account is like this, let alone us novices. Since I started the public account, I always feel that time is passing too fast. Before I can finish, time has already passed. Time is really not enough. This runs through the entire operation process from finding topics, typesetting, title, matching pictures to saving and sending. The root cause is that there is not enough accumulation. However, there is no other way to change, and time can only be used to fill the gaps in experience and cognition. Others work 8 hours a day, and you may need an extra 4 hours to think about topics, answer user questions, and comment on readers' messages. Of course, the reading time for recharging yourself in private is not counted. 7. Do you have to have good writing skills to do it? New media operation is indeed inseparable from writing. But those who are really good at writing and especially love writing should become writers. New media operation is not for you to write prose, express emotions, and love flowers, snow and moon. For new media operation, it is enough to write the right words, make the sentences smooth, and make users understand. And if you write more and more, over time, your writing skills will become more and more profound. So what abilities do you really need? Business understanding ability! You must understand what your company does, whether it sells light bulbs or insurance, products or services. You must understand the boss's needs, the pressure from other departments, and understand what link and role the new media department plays in the entire process of the company. This is business understanding! Do you think that the pleasing texts and funny animated pictures are what support the new media to flourish in front of millions of users? Of course not, it is the user needs and business logic behind the content. So, we have a point of view: Operating a WeChat public account is essentially operating a company. 8. Can you bear to be assessed by users every day? I think new media is a very bright industry... This "brightness" is not only full of confidence in the entire new media industry, but also a realistic portrayal of the job itself. Reading volume, forwarding volume, collection volume, conversion rate (number of buyers/number of readers), these data are all visible in real time. After each push, all the data and content itself will be laid out nakedly, accepting user evaluation, boss's pickyness, colleagues' suggestions and peer comparison. Note that the key is every time! Especially for those who update daily, they are almost tortured by the amount of readings every day. It is not that the boss measures KPI by the amount of readings, but once you are lazy, the decline in content quality will be very obvious, and this cannot be hidden. Picture And don't think about cheating, brushing the amount of readings or something, everyone is not stupid, how can you not read the quality of the content? Especially your competitors, they pay more attention to your data than you do, so if you want to have face, you have to withstand the pressure and take every step firmly. 9. New media is a big concept, which category do you want to do? Here is not which industry to do, but which type to do. I roughly divide it into two categories for reference: 1) Enterprise new media, still have to focus on image Enterprise new media is essentially to shape the brand image of the enterprise, thereby improving user reputation or promoting sales conversion. The former is a hard requirement, and the latter is icing on the cake. 2) Self-media, think about how to monetize A small part of self-media is sentimental, but most of them need to survive, so commercial monetization is understandable. There are two common ways to monetize: First, it is the monetization of popular content, such as "Sanbiao Longmenzhen" that sells advertising space, "Gu Ye" that sells advertising copy, "Dianli" that attracts traffic through content to sell goods, and "Dedao" that directly charges for reading. Second, go directly to e-commerce, such as "Little Black Dress" that sells clothes and "Lechun's Partners" that sells yogurt. The former is more literary, and the latter is more business, which is a bit of a direct and indirect difference. It depends on which one you like more, and they all have to be sold in the end. 10. How much money can you make in new media? Here is a recruitment information I intercepted from Zhaopin.com, and the salary above can be used as a reference: Picture Picture Are you thinking, wow, can it be so high? Most people who have this idea are like me, who are at the assistant or editor stage and have been working for no more than 2 years. If you have been working in this industry for more than 3 years, your boss will naturally see your value.