What exactly is new media operation? Nowadays, when many people talk about new media operations, they still think that "new media operations are about official WeChat accounts", and some people are vague about this concept. For those of us who want to engage in new media operations, we must thoroughly understand this most basic concept. After all, understanding the concept is the first step to enter an industry. Today, I will analyze it from three aspects, take you through past lives, a new media operation, and deeply analyze this most basic but important concept. The origin of a new media operation indeed, the new media operation originated from the birth of 20 12 WeChat official account. On August 23rd, 20 12, the official WeChat account was officially launched, named as "official platform" and "media platform". July 20 14, with the launch of new functions such as "open reading and liking" and "open advertisers", the total number of official WeChat accounts soared to 5.8 million, which can be described as a real "bonus period". With the development of official WeChat account, many business owners began to register official WeChat account on it, and recruited a person to publish product-related content as a new channel to gain users and realize profits. Therefore, with the rise of WeChat official account, many people began to pay attention to whether new media channels can bring profits to the company. So the new media operation Jobs came into being. This is why many people's first impression is "new media operation = WeChat official account Bian Xiao". However, with the passage of time, the opening rate of WeChat official account has been invisible to the naked eye, and other media channels, such as Weibo, Zhihu, Xiaohongshu, Tik Tok and A 'a Aauto Quicker, have gradually become popular. As a result, many people began to seize the new traffic territory, and the new media channel expanded from the official WeChat account to a "new media matrix" composed of Zhihu and Xiaohongshu. Second, the definition of new media operation What is the specific definition of new media operation? The operation of new media is new media+operation, and we split it from the following two aspects: new media: new media, which corresponds to traditional media dominated by TV, newspapers and magazines. Where is the "newness" of new media? They are new technologies, new time nodes and social renewal (that is, decentralization). Therefore, the Internet channels mentioned above, such as WeChat official account, Weibo, Tik Tok and Aauto Quicker, are all new media. Among them, Tik Tok and Aauto Quicker are newer in video form than WeChat official account and Weibo in graphic form. Operation: Operation refers to all interventions to help users complete the purpose of product use. In human words, it is "how to pass on the value of the company's products to users, thus helping the company to make profits". So, what is new media operation? 32 1 "Help enterprises to acquire potential users with the help of new media and turn potential users into paying users, thus helping enterprises to make profits". Correct, my little lovelies! Third, two concepts that are easy to be confused. Finally, let's talk about several concepts that are easy to be confused with new media operations. 1. What's the difference between new media operation and content operation, user operation and community operation? Let's start with the conclusion: it's no different! Just based on different media forms, the title is different. These jobs are like twin brothers born to a mother, with slightly different looks and personalities, but the "genes" are the same. Do you think that content operation does not need to study user pain points? Don't community operations need to publish transformed copies in the group? Therefore, these jobs are essentially the same, the clients are all users, and the purpose of work is also income, but the specific work focuses are different. 2. What's the difference between new media and self-media? After reading the above words, some friends will ask: isn't the new media the network celebrity and big V we often talk about? Nono, the so-called network celebrities and big V are actually media people. What's the difference between self-media and new media? Unlike the twin brothers above, there is indeed a big difference between them. The difference is reflected in two aspects: the operating subject is different: the new media subject is the enterprise account, and the self-media subject is the personal account. Different profit models: new media (corporate accounts) usually have their own core products, and the profit model is to gain more users and sell their own products through operation. For example, the official WeChat account boils down to selling more courses. Since the media (personal account) does not have its own core products, the profit model is to earn platform subsidies, advertising share and peripheral products through operation. For example, official WeChat accounts, such as papi sauce and poison tongue movies, are achieved by producing high-quality content and relying on the number of fans and user stickiness. OK,