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新媒体运营 / New media operations

时间:2019-10-23 07:01:54

新媒体当然有别于系统媒体,是新一代建立在互联网工具的时代出现的;新媒体运营就是指如何有效的利用好互联网媒体属性的资源。

系统媒体包括报纸、电视广播、户外等等,都是在旧时代上个世纪出现的产物了,市场份额已经在不断的下降。

在大众传媒普及到非常成熟的阶段,新生的互联网让基于系统媒体当中的内容信息有了一个全新的载体,新的传播通道;企业的广告投放、品牌传媒就增加了一个新的渠道和选择;如何运用好新媒体,就是应该要思考新媒体运营,应该如何调配资源和科学的布局运营新媒体。

首先说一下新媒体包括的内容:
1、论坛
2、贴吧
3、博客
4、sns社交网络
5、微博
6、微信
7、搜索引擎
8、资讯平台
9、问答
10、直播
11、短视频
12、图像
等等...

企业影响力、品牌营销、产品推广就要考虑效益,如何用最低的成本有效的达到传播和转化,与目标消费者建立沟通;在传达当中就要统一规划好操作流程和标准化内容,不能只为表达没有了形象,也不能只为短期的目标,无视长远的效益计算。

无论企业内部设立运营人员还是第三方代理运营,都要对企业资源和品牌理念有很好的理解,大部分只是解决了销售的动作,但会影响体验,用户消费者的粘度不会高,更不可以成为品牌粉丝;在推广和建立新媒体内容时要人格化,可以友善的和用户建立关系,产生情感,转化为粉丝群,增加粘度和转化率。

新媒体传播的特色就是有双向性、受众接收方便、传播速度快、内容多元化、频度高、及时性、互动性; 最值得关注的是互动,可以有沟通和听到消费者的声音和意见,甚至有深夜的交流,有的还可以与企业或者产品一起成长,参考优化和研发、参考其中。

新媒体运营包括:
1、素材管理
2、资讯采集
3、内容搞写
4、活动策划
5、编辑
6、设计
7、图片摄影
8、视频拍摄
9、后期制作
10、在线客服
11、粉丝管理
12、品牌管理
13、数据分析
14、总结调整
15、媒体公关
16、sem管理
等等...

最重要的是理解每个项目的属性,达到品牌的标准化管理,内容输出和传播的统一性,企业形象的有效性,营销目标的影响力;还有在行业的关联性管理,能让品牌不断的提升知名度,产品销售目标要有长远的计算和考虑。

新媒体运营要做到好不是,是一个全方位管理和协作出来的结果,最难把握的是公共关系和心理学管理。

- en -

Of course, new media is different from system media. It is a new generation that has emerged in the era of Internet tools. New media operations refer to how to effectively utilize the resources of Internet media attributes.

System media, including newspapers, TV broadcasts, outdoor, etc., are the products of the last century, and the market share has been declining.

In the very mature stage of mass media popularization, the new Internet has made the content information based on system media have a brand new carrier and a new communication channel; the company's advertising and brand media have added a new channel and choice; How to use new media is to think about new media operations, how to allocate resources and scientific layout to operate new media.

Let me first talk about what the new media includes:
1, forum
2, post it
3, blog
4, sns social network
5, Weibo
6, WeChat
7, search engine
8, information platform
9, Q & A
10. Live
11, short video
12, the image
and many more...

Enterprise influence, brand marketing, product promotion must consider benefits, how to achieve communication and transformation with the lowest cost, and establish communication with target consumers; in communication, it is necessary to uniformly plan the operation process and standardization content, not only for There is no image in expression, nor can it be for short-term goals, ignoring long-term benefit calculations.

Regardless of whether the company has internal operations or third-party agency operations, it must have a good understanding of corporate resources and brand concepts. Most of them only solve the sales actions, but they will affect the experience. The user's consumer viscosity will not be high. Can't be a brand fan; be personalized when promoting and creating new media content, can be friendly with users to build relationships, generate emotions, turn into fan groups, increase viscosity and conversion rate.

The characteristics of new media communication are two-way, convenient audience reception, fast communication, diversified content, high frequency, timeliness and interactivity. The most noteworthy is interaction, which can communicate and hear the voice of consumers. Opinions, even late-night exchanges, and some can also grow with companies or products, reference optimization and research and development, reference to them.

New media operations include:
1, material management
2, information collection
3, the content is written
4. Event planning
5, editing
6, design
7, picture photography
8, video shooting
9, post production
10, online customer service
11, fan management
12, brand management
13, data analysis
14, summary adjustment
15. Media PR
16, sem management
and many more...

The most important thing is to understand the attributes of each project, to achieve the standard management of the brand, the unity of content output and communication, the effectiveness of the corporate image, the influence of marketing objectives, and the related management in the industry, which enables the brand to continue To enhance the visibility, product sales goals must have long-term calculations and considerations.

Whether new media operations are done well or not is the result of a comprehensive management and collaboration. The most difficult thing to grasp is public relations and psychology management.

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