I. Strategic Planning & System Development
Develop Overall New Media Strategy: Formulate annual/quarterly operational strategies, content directions, and marketing channel strategies for new media platforms based on the company's business development goals and market positioning.
Platform Layout Planning: Build a new media matrix, identify key operating platforms (e.g., WeChat Official Account, Video Account, Douyin, Xiaohongshu, Bilibili, official website, etc.), and develop differentiated operational strategies for each platform.
Budget & Resource Allocation: Establish new media operating budgets and reasonably allocate promotional expenses and human resources.
II. Content Planning & Production
Content Strategy Development: Plan a compelling thematic content system by integrating brand tone, product characteristics, and user needs.
End-to-End Content Management: Oversee the entire content production process, including topic planning, copywriting, graphic design, video shooting and editing, live streaming, etc.
Multi-Format Content Delivery: Ensure the quality of various content formats such as copy, images, videos, H5s, etc., while maintaining consistency in brand visual presentation.
Trend Tracking & Capitalization: Closely follow industry and social trends, promptly plan relevant content to enhance brand exposure.
III. Platform Operations & User Growth
Daily Operations Management: Responsible for the daily maintenance of various new media accounts, including content publishing, fan interaction, comment management, private message handling, etc.
User Growth & Community Operations: Develop and execute fan growth plans, build fan communities, and increase user activity, engagement, and loyalty.
Private Traffic Development: Promote the accumulation of private traffic by converting public traffic into private domain users.
Live Streaming Operations: Responsible for daily live streaming, including pre-stream setup, real-time data tracking, and post-stream data analysis.
IV. Data Analysis & Optimization
Data Monitoring & Analysis: Track operational data across platforms (fan growth, views, likes/comments, conversion rates, etc.) and regularly produce data analysis reports.
Strategy Optimization & Adjustment: Timely adjust content strategies, promotion methods, and operational directions based on data analysis results.
Competitor Analysis: Monitor and study competitors' new media promotion activities, learning from best practices.
V. Marketing Promotion & Commercial Monetization
Marketing Campaign Planning: Plan and execute online marketing campaigns (e.g., sweepstakes, check-in challenges, topic marketing, etc.) to enhance brand influence and conversion rates.
Advertising Management: Utilize platform advertising tools (e.g., WeChat Moments ads, Douyin feed ads, etc.) for precise targeting to amplify the reach of quality content.
KOL/Influencer Collaboration: Engage with bloggers, influencers, and brands for content partnerships to expand brand reach.
Commercial Monetization: Increase user activity and engagement through new media operations to drive traffic monetization and achieve sales conversion goals.
VI. Team Management & Cross-Departmental Collaboration
Team Building & Management: Responsible for building, training, assigning tasks, and conducting performance evaluations for the new media team to ensure efficient collaboration.
Cross-Departmental Coordination: Liaise with marketing, sales, product, design, and other departments to plan online and offline integrated campaigns, ensuring alignment of new media strategies with overall company goals.
Outsourcing Resource Management: Coordinate with external teams such as vendors, photographers, and designers to oversee the execution of outsourced projects.
VII. Brand Image & Crisis Management
Brand Tone Control: Ensure all new media content aligns with brand positioning and values, safeguarding the brand image.
Negative Information Handling: Promptly identify and address negative information on social media, implementing effective PR responses.
