New media is a double-edged sword. If used well, it can have miraculous effects. Because of this, most companies attach great importance to new media operations, and even traditional companies are eager to try it. However, the number of failure cases of traditional enterprises in new media far outnumbers the success cases. Why is this so? After analyzing more than 10 cases of failure of traditional companies in new media, I came up with the following three reasons, which I now share with you without reservation. 1. New media marketing ≠ Advertising in another place. Many traditional companies believe that new media is just a means of communication. When operating new media, they simply move advertisements to new media platforms. The result can be imagined. Not only will it not be effective, but it will also be counterproductive due to the platform's restrictions on advertising. And how is "advertising" done in new media? For example: There are many people who make food broadcasts on the Douyin platform. They find delicious food, eat it, and record the process and post it online. This kind of video seems a bit nonsensical and has no monetization value. But on new media platforms, many people like to watch such videos, and some food bloggers even have more than 10 million fans. New media essentially relies on traffic. After obtaining traffic, it is natural to commercialize it. The picture shows Ulala’s display window with goods. Another example is a merchant selling seafood. He took some interesting things while he was fishing at sea, so that users can understand his working status. On the one hand, it shows users what they do, and on the other hand, it also makes users feel confident about the seafood they buy back. Such a merchant does not have that much money to spend on advertising, but in the new media era, he only needs a mobile phone and records his daily work to receive a large number of orders on the platform. What's more important is that the following fans are all accurate paying users, and they can directly complete the transaction without the need for secondary conversion. Therefore, before traditional enterprises engage in new media marketing, they must first change their thinking patterns. Turn new media into a tool for accurately acquiring customers, rather than casting a wide net for advertising, which results in nothing being gained. 2. Don’t know how to leverage marketing and resource integration. In fact, traditional companies have great advantages in doing new media, because many traditional companies have been working hard in the market for more than ten years and have achieved certain results in a certain field. This kind of social influence is accumulated through time and ability, and its starting point is much higher than that of companies that started with new media. You only need to transform this influence into the power of new media operations, and you can quickly gain the favor and trust of users. For example, the awards and patents that the company has received, the benefits/improvements that the product has brought to a certain group, the industry salons that it has participated in, the cooperation with a well-known expert, etc. These real cases and data are very convincing whether online or offline. Therefore, traditional enterprises must pay attention to their product strength and the resources around them. Enterprise new media operators must consciously display these intangible assets so that users can understand you in an all-round way, not only through products, but also through the development history, highlight events, corporate culture, and values ??behind them. 3. The corporate management system is lengthy and cumbersome. It is a good thing for companies to pay attention to new media, but if there are layers of approvals and reports for everything, it will be difficult to continue the new media operation. I have heard many colleagues complain about this example. Before joining the company, I was full of confidence and wanted to do something big, but I was dissuaded by the company's lengthy management system. Traditional enterprises have their own cultural values ??and management systems, and their processes are relatively complete. It is understandable that leaders require the content of new media to comply with the company's corporate culture and systems, and must strictly review the content of new media. However, new media operation is a fast-paced job. If the management is too strict, it will limit creativity; if the approval is too complicated, timeliness will be lost; if both happen at the same time, then I can only say goodbye... ..You also know how busy leaders are, so how can it be possible for operations staff to review manuscripts and plans every day? Don't be suspicious when you employ people, don't use people when you are suspicious. Since labor cooperation has been achieved through two-way selection, it is necessary to fully trust employees. It is a good thing to make demands, but do not hold back. Because for new media operators, if they stay in a restrained working state for a long time, their skills may deteriorate~END Editor | Qianyu Typesetting | Qianyu Picture Source | Network