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This article introduces the relevant knowledge of "what are the changes in the operation of the website?" in the course of the operation of the actual case, many people will encounter such a dilemma, and then let the editor lead you to learn how to deal with these situations. I hope you can read it carefully and be able to achieve something!

In 2015, when the mobile Internet and the big data trend are surging, this rule has begun to waver. One of the most intense ideas is "de-media": we must see that in the past, the most mainstream solution of the Internet was the media; now, the Internet has begun to use instrumentalization instead of media, service instead of information, and big data instead of advertising.

All this is changing; all this is revolutionizing!

In the face of a revolution in operational technology, we must first analyze its main internal causes:

Motivation 1. Big data

In 2014, Professor Yu Guoming, a media authority, wrote an article, "big data, tear down the wall of the newsroom." You can see what the main point is from the title!

In the first half of 2014, SouFun broke with intermediaries such as Lianjia Real Estate, and then played the banner of "de-media".

Since mid-2014, all types of websites have generally reflected a rapid decline in pure advertising revenue.

All these are the appearance of the key motivation of big data's development.

Big data changed the media service from inestimable media contact statistics to marketing transformation statistics. A few days ago, the boss of a local website said: "the last thing I want is to be said to be cheated by customers." In the era of big data, the media service has changed from complete hoodwinking to partial hoodwinking, and from inestimable results to partial results can be guaranteed. In the face of the media service combined with big data, the pure media service appears to be vulnerable!

Big data, on the other hand, freed media services from the previous dilemma-before that, online marketing on social media depended entirely on merchants' own marketing capabilities, making it difficult for platform operators to popularize online marketing technology. But big data has changed all this, from "teaching" business operation to distributing "orders" to businesses, the control of the platform has been improved, and the difficulty of network marketing for small and medium-sized businesses has also decreased.

Motivation 2. Self-media

Self-media means the decentralization of the right to publish information.

Self-media means that everyone can publish information and everyone can choose information.

Self-media means the demise of part of the content and the rise of part of it.

Self-media also means the decline of pure advertising and the rise of content advertising.

However, self-media determines that the information is more noisy and chaotic, but noisy and chaotic make high-quality content more valuable.

The sudden rise of Jinri Toutiao is a historical necessity. It is also a historical necessity that self-media pay rose nearly tenfold in 2014. In essence, the greatest impact of self-media on content operation is that self-media determines the beginning of the era of media pleasing users.

Motivation 3. Communication mechanism

In the past, it was spread by word of mouth, knot, bull book and newspaper.

Facebook, Twitter, Sina Weibo and Tencent Wechat came along with the mobile Internet, subverting the way information is transmitted.

Looking back at the PC Internet, the communication revolution of the PC Internet is reflected in Web 2.0, such as BBS, which has been popular in China for 15 years.

And what on earth is the information dissemination of Wechat like? It is no longer chain transmission, no longer tree transmission, but a high-speed, neural network transmission mechanism! Its characteristics are: radiation, high speed, no one can figure out the retransmission ability of the next node!

The revolution of the communication mechanism for media operations means that you no longer have control over communication, and you must learn to adapt to the trend.

The above three motivations determine that operational technology has evolved from pure content operation to three major modules:

Module 1, content operation

The self-production, processing, sorting and pushing of content is still one of the important tasks of the editorial department.

UGC will shine again in the second half of 2015, so interactive content operators will return.

But once the media people are likely to be lost, because the formal, ritual media services gradually dim, the personalized choice of users will greatly devalue this kind of content.

Module 2. Process design

The transformation of big data and the development of O2O have promoted the deep integration of the editorial department and the customer service department, and pushed the media operation further towards the direction of e-commerce operation, so process design has become one of the indispensable tasks of the editorial department.

Module 3. Data analysis

Big data makes the traffic more accurate and more precious. The data analysis of each transformation link is essential, and the operation department of liberal arts has also begun to turn into engineering.

Looking back at the fact that content is king, we can conclude that there are four major trends in the operation of the website:

Service: from simple information to direct service, or even directly combined with offline.

Communication: communication content production that meets the needs of users.

Practicality: users no longer seek novelty, but pursue the usefulness of content.

Interaction: the return of the UGC era, user-created content kills all editors.

The era of content for the king has passed, and the era of service for the king has come. The king of this era is no longer a reporter, but a user.

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