Can you pay for data to buy traffic?The media integration must break the "thief in the heart"

Source | Zhejiang Propaganda

Author | Zhijiang Xuan

Is it difficult to engage in media fusion?

Is it difficult to engage in new media?

The media integrates the tide, and it is not difficult. Whether the traditional media people who surf the surfing are going to break the "mountain thief" or the "thief in the heart".

It is not difficult to break the "mountain thief".

Do some good -looking data, break down the assessment of the Provincial Rong Media Index into a mathematical problem, and even spend money to buy some traffic. It seems that the data is ugly.

But it is difficult to break the "thief in your heart".

Create a local network interactive community that people like to hear, and moisturize the minds and the party's policy policies in a silent manner. Original news has become the top flow in traffic. The difficulty factor of these challenges is not small, so that some grass -roots units dare not think.

It is easy to break the "thief in the mountains", and it is difficult to break the "thief in the heart"!

It is because of difficulties that reforms are needed; because of difficulties, they need to be promoted strongly.

The reform has never been easy to do, and the reform can not be able to go ashore without taking off a layer of skin.

The author is also a traditional media person. He entered the online social platform a few years ago and had encountered various realms.

I wrote thousands of words, but no one asked, and there was no praise. Every day, I made my opinion that I thought it was very professional, but no one interacted.

I used to be confused or even angry. Why did I have a regular professional training and a variety of provincial national honors, and the things I wrote were not as good as some grassroots network opinions leaders?

Is it my fault, or the audience's fault? Or is the platform's fault?

Perhaps the media was unwilling, and I didn't stop.

In the end, a long comment on volunteer soldiers brought me a breakthrough. In this comment, I combined my experience of interviewing the old soldiers, and the narrative style transformation of various network story stalks, which made my first million explosion content on Weibo.

Seeing hundreds of netizens left a message, for the first time, I felt that only when I was determined, I really went to the Internet and touched it, and I really let myself grind off a layer of skin from the inside out to keep up with the trend of spreading the Internet.

In the end, I became a leader of the positive energy opinion of the Internet and accumulated more than 3 million fans. Although this is not a great achievement, it made me feel a little deeply:

The fish that leaves the sea is no longer a fish. Under the new communication situation, the evolution and iteration of traditional media people are inevitable.

Traditional media people must have a sense of crisis in the center of the media, and they must go to learn the true skills.

The openness or negative characteristics of the openness, interaction, tolerance, crushing, and popularization of the Internet spread is the deconstruction of the one -way, closed, and self -consistent dissemination paradigm of traditional media.

The endogenous content production structure of traditional media has run counter to the new communication environment.

At the grassroots level, there is such an embarrassing phenomenon. Some official media's spread is not as good as the media, and even the depth is not as good as the media.

When some traditional media people are still discussing how to carry the newspaper layout and TV video to the news APP, when individual grassroots units are still using various "shortcuts" to brush the data, Li Ziyi and other self -media IPs have taken the multiplier. The big ship of the social media, went to the sea and ocean, and spread the Chinese story internationally.

The real gap between the reality caused by the absence of this kind of cognition makes people feel deeply worried.

The promotional position is there. We do n’t occupy, and others will naturally go to the horse.

However, these gaps and deconstruction are not inevitable. Traditional media still have deep news literacy and unique empowerment, and still have the opportunity to re -stand in the C -position of the local public opinion circle.

In the author's opinion, the media integration is not to re -run a online television station or online newspaper, but to build an efficient interactive platform that brings together local social conditions and public opinion, and create an information service platform with network communication and social public opinion guidance capabilities to shape an authority and it There is also a news and information platform that loses the people.

Faced with these requirements, traditional media need to subvert existing news content production and dissemination chains, which requires traditional media people to transform new communication concepts to achieve.

The general trend has arrived. It is time to break those and false altars and can break through the various barriers in the comfort zone; the courage and spirit of drumming up, more truthful seeking, the business spirit of the business, to prevent the formalism of the index for traffic and the index for traffic.

As the main force of the party's news and public opinion, we must understand ——

What is really valuable is the traffic that reaches people's hearts and can go to the hearts of ordinary people, rather than the cold data in the report; what is truly worthy of inheritance is Shao Piaoping's professional spirit of "iron shoulders and righteousness, spicy articles", not this department. That position.

Get up the courage and say goodbye to your self today, in order to achieve more exciting you tomorrow. Media integration must be expected.

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