Source: Socialmarketing (ID: social_marketing)
Author: Punny
For many job seekers
New media operation It's actually a relatively easy pit to enter
So today, Marco Ting, from the perspective of practical application
Let's give you a brief introduction
And new media operate 40 commonly used term
I hope it can help you
▶ Subscription number
WeChat has two types of public accounts: subscription account and service account.
Generally, the subscription number has only one push every day, and the message will be displayed in the subscription number folder. It is suitable for individuals and Marketing No. registration.
▶ Service number
The service number has only four group posts per month, but the messages will be directly displayed in the friends list, with a high open rate and a high clearance rate. It is suitable for company registration.
▶ operate
A series of manual operations around the product. WeChat official account operation mainly includes content operation, user operation and activity operation.
▶ Original Statement
At this stage, all WeChat authentication public accounts can be used. After declaring the original, the article will add the "original" logo, and other public account reprints need to obtain authorization, otherwise it will become a sharing style.
▶ Speak
The original author can add the ID of the account applied for reprinting to the white list after receiving the reprinting request for authorization through the message area or background message.
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▶ Long-term reprint
For some public accounts that often need to be authorized, they can be added to the list of long-term reprinted accounts to save time for each other.
▶ Message top
Public account Operator After the article is pushed, in addition to selecting the fan messages, you can also set some messages at the top of the selected messages to achieve the effect of supplementary explanation, error correction, fan interaction, etc.
▶ Flour swelling
The biggest driving force for the public account operator to change the text every day. The goal can be quickly achieved through online activities, offline push and other multi clock operation skills. The best powder effect is to produce explosive text.
▶ Net increase attention
Number of new followers - the number of people who have cancelled the following. The first data that the new media operation logs in to the background every day reflects the effect of yesterday's tweets/activities.
▶ Regular mass delivery
It is tailored for some obsessive-compulsive disorder patients who are more polite at a fixed time (for example, see you at 23:00 every night) to avoid missing the push time due to various circumstances. It should be noted that modification is not supported after successful settings. If the content is changed, it needs to be rescheduled.
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▶ Keyword reply
The keyword reply function can be used to share information or interact with fans.
For example, some public accounts will be set to reply to a certain keyword in the background, and you can receive good night wishes; You can also search the articles before the public account through keywords; Keyword reply can also help operators save the efficiency of interaction with fans.
▶ Advertisers
A function that costs money. The public account can also open advertisers to achieve the purpose of drainage.
▶ Flow main
A function that can make money. The public account can be opened after its fans reach a certain level, and then it can obtain advertising revenue by month.
▶ WeChat authentication
The certification subject needs to be a company, with 300 yuan per year. After the certification is successful, the logo will be lit, and you can obtain some permissions, which is equivalent to a WeChat public account member. It can enhance the credibility of the public account.
▶ blacklist
For fans who send screen scraping spam messages in the background or have different views, they can be added to the blacklist. Later, you will not receive messages from the user, and the user cannot receive messages sent from the public account, and cannot participate in messages and appreciation.
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▶ administrators
The administrator is the owner of the public account. The administrator's WeChat can set risk operation protection, risk operation reminder, etc. to protect account security.
▶ Operator
Each WeChat public account can be bound by the administrator to 5 long-term operator WeChat messages and 20 short-term operator WeChat messages. The operator can directly log in to the public platform and operate mass sending without the administrator's confirmation.
▶ Induce sharing
WeChat has been cracking down on the behavior of inducing users to share, and the serious cases will be blocked. Induction sharing generally includes: collecting likes and sending gifts, forwarding is required for subsequent operations, pop-up prompts to share with friends, and teaching users how to share.
▶ complaint
The complaint function is located on the right side of the bottom of WeChat articles and at the same level of reading, which can be used to safeguard rights and interests, stop rumors, etc.
▶ appreciate
The main body of the account is an individual's public account, which can open the appreciation function to obtain knowledge income. The public account can set any integer amount between 1-256, and users can pay according to their mood.
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▶ selected topic
That is, what to write every day. Each subscription number can only be pushed once a day, so topic selection is particularly important. Good topic prediction can lead to higher reading.
▶ hotspot
Events of public concern. Hot pursuit can bring more traffic and fan attention to the public account. Compared with other topics, it is easier to get 100000+.
▶ Reprint
Public account articles are generally divided into original and reprinted forms. Reprint shall be authorized by the original author in the format required by the other party. For the original, reprinting can improve the exposure of their articles, and for the reprinted, it can enrich their push content.
▶ Mutual push
An efficient way to inflate powder. Mutual promotion between public accounts of the same type can effectively guide powder for both parties.
▶ User stickiness
Users have long-term and frequent interactive attention, reflecting their loyalty to the public account. (Randomly praise Ma Keting's highly active loyal fans: @ Pico @ Huasha @ Lianmiss @ Fangming @ DDDD, Young loves you~)
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▶ Opening rate
Open rate is the rate of fans opening articles through public account dialogue. The higher the opening rate, the stronger the stickiness of fans.
▶ Vertical fields
The vertical field can be understood as focusing only on a certain part of an industry, and the fan attribute is limited to a certain type of specific group.
For example, the positioning of Social Marketing, the most valuable public account in the advertising industry, is vertical to the advertising industry.
▶ Public number matrix
The operator of the same WeChat public account has arranged multiple accounts on the WeChat platform to increase the number of fans and meet the needs of different users.
▶ Realization
The ultimate goal of the public account operation is mainly achieved by embedding two channels, namely, soft radio and e-commerce, in the content. The former earns money from the owner's father, while the latter earns money from fans.
▶ UGC
User generated content. WeChat operation In the absence of topics and materials, the topic solicitation activity initiated by the participants is a kind of UGC.
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▶ Brush the screen to explode
One of the dreams of WeChat operators. Generally, if the reading amount exceeds one million+, it can be regarded as a screen blasting article.
▶ 100000 yuan+
It is a universal standard to measure the screen blasting articles and one of the dreams of every new media operation.
▶ Current limiting
When a WeChat article is shared by multiple people in a short time, it may be a situation. The specific performance is that although you have successfully shared it in the circle of friends, your friends can't see the content you shared when they brush the circle of friends.
▶ personification
It is equivalent to the establishment of the public account. The public account establishes a personalized image, which helps to win fans' favor and trust. For example, we all know that the design of Social Marketing is Ma Keting (actually a fairy).
▶ Reading scenario
Fans read the situation when this article was pushed. For example, the reading scene of Mad Men fans is usually lunch time (11:30), while that of Marco Ting fans is usually before bed (23:00).
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▶ Fans
It can be viewed in the background user analysis, usually from: public account search, scanning QR code, menu in the upper right corner of the image and text page, public account name in the image and text page, business card sharing, etc. Determining the source of fans can improve the effect of raising fans.
▶ Focus on motivation
The attention motivation of natural fans is usually due to the quality of articles. The attention motivation of offline activities may be due to prizes, because the fans who get the quality of articles are usually more viscous and have better quality.
▶ User Properties
The user attributes that can be viewed in the background of WeChat official account include: gender distribution, language distribution, province distribution, city distribution, terminal distribution, model distribution, etc. Determining user attributes can provide targeted and better services for users.
▶ Resumption
After the article is pushed, the advantages and disadvantages of the article need to be improved are summarized and analyzed according to the effects of reading, rising fans, messages, etc., in order to achieve better results in the future.
▶ Community
A group of people of the same kind formed by the same needs. Community operation can provide topic selection and material sources for public account operators, and improve fan loyalty; Members of the community can also exchange resources and expand contacts. (Well, Social Marketing also has an awkward chat group. You can add WeChat punny92122 to bring you into the group)
The above 40 common terms
It is not only the basic knowledge that new media operation must master
We also need to learn and use flexibly
Further analysis according to functional attributes
Flexible application to practice
Finally, I wish everyone
Love to learn, share and like Of
New media operation partners
They can cover 100000 pages+
(Cough, you know what to do...)
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