County -level Merchants | "Today's Penglai" new media matrix creation and innovation

Author:All media exploration Time:2022.08.31

Author: Yantai Daily Media Group Li Xiaofei

Source: "All Media Exploration" July 2022 issue

Abstract: Since August 2018, the construction of my country's county -level financial media center has developed rapidly, which has played a better role in guiding the masses and serving the masses. During the development of county -level financial media, the development of new media as the top priority, and the Penglai News Agency of Penglai District, Yantai City today, has also made useful explorations on how the county -level new media develops survival. We believe that consolidating the foundation and innovation content is the foundation of the county -level new media to continue to improve communication, guidance, influence, and credibility.

Keywords: new media matrix; suction powder; content is king; innovation and doing real; media fusion

Mountain high is afraid of slowness

The foundation must be solid

Following the trend of media integration and conforming to the development of the new media era, today Penglai News Agency launched the WeChat public account of "Today Penglai" in November 2013. Currently, the number of fans is 140,000+. The number of fans is 7000+; in February 2021, the Penglai Rong Media Highlight was opened. Now the account number fans are 374,000, which has been praised for 10 million+.

The number of fans and attention is the basis of the new media platform. Without sufficient attention, it is impossible to achieve the high traffic of the platform. In terms of consolidating the number of fans and attention, today's Penglai News Agency is mainly implemented from both basic promotion and activity promotion.

1. Basic promotion is important. The main means of "Penglai today's Penglai" WeChat public account is manually promoted. As a new media account platform for Penglai traditional mainstream media, the content released can meet the needs of fans in terms of authority, timeliness or comprehensiveness, and vitality. At the same time, most of the content is also closely related to the local, and it is more popular with local fans. In order to let more local people know and pay attention to the WeChat public account of "Penglai today", today Penglai Newspaper has gradually expanded from the inside, from leadership to employees, to employees' friends and relatives, and even more concentrated social groups, etc. Web and street sweeping models carry out artificial promotion models. Set the number of promotion tasks internally and increase publicity to the outside world. In just a few months, the number of fans has increased significantly to about 8,000. In addition, each published public account link requires employees to forward to the WeChat circle of friends and the major groups of WeChat for sharing and promotion; It can allow readers to scan the code while reading the newspaper to pay attention to the WeChat public account.

2. Good activities are also good incisions. In the process of promoting and absorbing powder, we gradually discovered that if we want to successfully absorb more fans, we must first know that we can recruit "who" like, who likes "who", and "who is". After the answer to the question, the promotion of planning activities is more targeted, more efficient, and better.

Although the function that can only be voted on this platform has been canceled at the moment, we believe that the voting function (internal competition, audience competition, government activities) are still a very effective means for the platform to absorb fans. It is still retained so far. The "Penglai" WeChat public account several times the large number of fans is due to voting activities. From 10,000 to 20,000, from 20,000 to 40,000, from 40,000 to 60,000 ... The newspaper daily has close publicity and cooperation with the local town street science bureau and other industry departments. While providing news reports for it, it also seized the timing to contract the voting activities, achieving the effect of effective powder absorption.

In May 2022, "Penglai today" WeChat fans reached 140,000+; according to the new media big data platform Qingbo index statistics: "Penglai today" WeChat public account ranked among the top 60 in Shandong Province for 12 consecutive months, ranking in Shandong Provincial and county media first place. The influence of "Penglai today" WeChat public account ranks first in Penglai, No. 4 Yantai, and the top 50 in Shandong WeChat list. In 2022, Shandong County -level Rong Media WeChat public account ranked first and third in January in January ...

Step into thousands of miles

Content king must adhere to

Whether it is traditional media or new media, and no matter how the media era develops, for the media, "content is king" is the eternal law. The content of the content as the media and the core competitiveness of the media and media platforms must always adhere to. Grasp it tightly. Adhere to the correct political direction, adhere to the guidance of correct public opinion, and strengthen the dissemination of quality content, and present the real and irreplaceable content to the audience to continuously improve the platform communication, guidance, influence, and credibility.

In the era of Rong Media, during the operation of the Penglai News Agency today, it was more deeply understood that it was impossible to achieve the long -term influence of the platform. Therefore, today's Penglai News Agency takes media responsibilities as the first priority. While promoting powder suction powder daily, it further strengthens content management and continues to provide readers and fans with high -quality content. Fans, thereby enhancing fans' loyalty and adhesion.

Regardless of the news of the special node or the timely release of the policy news; whether it is an authoritative report of major events, or the persistence of the epidemic prevention and control all night; whether it is a touching instant shot, or the editing creation of ordinary materials ... Today Penglai The new media matrix platform has created countless high -quality WeChat and short video works with carefulness, feelings, content, hard work, and innovation, and also harvested considerable fans and traffic. On May 26, 2018, "Penglai today" WeChat public account "Penglaido has fallen hail, damage to Apple, cherry, etc." reached 65922; on August 3, 2018, "Today Penglai" WeChat public public The original work "Penglai is famous again! "Flash" 4 minutes! "Playing piano can also play passion", pushing the 2018 Chinese Penglai "Parrot Cup" International Hand -Qin Piano Art Weights to a climax, winning praise from people from all walks of life at home and abroad, the reading volume of this article reached 41849; September 6, 2018 On the day, the original article published by the WeChat public account of "Penglai today" WeChat public account "Penglai's supermarket staged a big blockbuster blockbuster ... (live video)", which has attracted widespread attention from all walks of life in the local area. Many media such as Satellite TV and CCTV have reprinted; "Foreign Tourists There is nowhere to stop, hand over the BMW to Penglai guy" short video released during May 1st in 2021. The number of likes is 167,000, and the reading volume is 8 million+.

In addition, the use of festivals and important nodes to launch carefully planned original works are also very popular. Mother's Day, through street interviews, launched the original video "Mother's Day · Penglai original video swipe screen, do not cry after watching, you delete me ... love, you can't wait!" "; On Father's Day, it was difficult to launch the original video" I said "I love you"! They said, how about you? "; On the day of the National Day, the original video was launched." Many red flags over Penglai flutter the wind today! " Looking at it, my heart is so excited ... "; on the occasion of the fortieth anniversary of reform and opening up, I launched the original" The 40 -year -old long picture of this Penglai is brushed! " ", Created a series of original WeChat, most of the reading volume of 10,000+... During the August 2021 resistance period, the platform released more than 200 short videos, with a single month reading volume of 50 million people; "Hard Core" "" Epidemic Prevention Video "is an original work made by reporters today in Penglai News Agency during the epidemic prevention. The short video is frequently on the hot list and the same city list, and the views ranging from hundreds of thousands to millions ...

Article Sea Selection, Lantern Night Compilation, Word Consultation, Data Analysis, Guide Research and Correction ... In recent years, hundreds of public account tweets of "Penglai today" have been read; Essence "Penglai today" WeChat and short video platforms have developed into a mature new media matrix.

Fengzheng Yifan hanging

Innovative development must be realistic

The fundamental factor of testing the media's influence and combat effectiveness is to depend on whether it can be drawn, rushed, and win. The following takes today's Penglai News Agency's new media platform matrix in March 2022 as an example to see how to innovate content and product innovation.

In March 2022, a new crown epidemic occurred in Penglai District, Yantai City, and the epidemic prevention and control entered a critical period. Facing the severe epidemic situation, as a local mainstream media, today Penglai News Agency sounded the "war epidemic assembly" as soon as possible after the epidemic appeared. Number, the WeChat public account of "Today's Penglai", "Penglai Rong Media" WeChat public account, "Penglai" video number, "Penglai Rong Media" Douyin, and today today Forces, in accordance with the deployment and arrangements of the district committee and district government, timely and effective release of information about the official authoritative policies, notices, messages and other information about the epidemic situation, for the confirmed cases, schedule, sealing message, nucleic acid detection, material protection of the epidemic situation that the masses are concerned about As well as various hot issues such as the surrounding epidemic information, it also collected and published for the first time, and made every effort to create an authoritative message platform. It attracted the attention of the masses. It provided strong and powerful publicity support for the "prevention and control war" for the "prevention and control war" for the Penglai District. While the platforms are concerned and recognized, the number of browsing and praise of the publishing works is also quite high. Among them, the "Penglai Rong Media" Douyin's multiple short videos were selected into the hotspot and appeared on the same city.

9 days from March 13th to 21st, the WeChat public account of "Penglai today" published 47 works, with a reading volume of 710,000+; "Penglai Rong Media" Douyin released more than 200 short videos, and the reading volume reached 19.6 million +, Fans have increased to 358,000; the "Penglai today" video number released more than 200 short videos, with a click volume of 2 million+; "Penglai Rong Media" WeChat public account released 12 works; today Penglai newspaper has electronic newspapers every day.

1. Visit on the spot to send "Xinxin Pill" for the people. Under the influence of the new coronary pneumonia's epidemic, the reserves and guarantees of people's biological materials have become the minds of the masses. Is the price of various materials stable? Is the epidemic protection measure in the supermarket in place? What is the actual situation of the masses? With the most concerned issues of these people, today Penglai News Agency reporters have divided into a few roads in our district's major business and relevant departments to conduct field visits. They are published in all aspects of text, pictures and videos on the five platforms. The situation inform readers and fans not only let the masses eat "reassinual pills", but also do positive public opinion orientation in the early stage of the epidemic prevention and control, which stabilizes the trend of public opinion in the epidemic prevention and control. One of the reports not only attracted the attention of the masses, but also recognized by the main leaders of the district committee. 2. Straach on the spot and sink the "epidemic" line to catch "live fish". When the city is quiet, media people cannot be quiet. Because the more the media, the more the media needs to smell and sink to all parts of the district. As a party media, at this time, journalists need to rush in front. During the prevention and control of the epidemic, all cadres and employees of Penglai News Agency today worked on duty and all day. Editor -in -chief sinking lines, writing and touching the tiny deeds, and using the lens to set those moving moments and transfer policies with sound to remind citizens to protect the citizens to protect protection. Use words and pictures to condense the powerful power of the cities to fight against the epidemic. There are also reporters who have in -depth the most dangerous areas of the epidemic, and interview the news that the people are most concerned about by the people such as epidemic conditions and epidemic prevention measures.

3. Innovate products and carefully plan "explosive models". In addition to the sensitivity of the media, the artistic touch needs to be keen. During the anti -epidemic, in order to make the epidemic propaganda more active and more infectious, today Penglai reporters have used their own advantages and specialties to carefully plan and produce A group of outstanding propaganda products, with novel models such as "big speakers" and "dubbing show", send new crown pneumonia epidemic information, prevent and control popular science knowledge and other contents to residential communities and village farmers to open the epidemic offline offline Promote the last mile to guide the masses to improve their awareness of protection, and truly achieve their ears, brains, and heart. Before the shooting of the news video, the editor of the reporter made a lot of preparations, planned in advance, conceived copywriting, and tried to improve the appeal and substitution of the video, so that many anti -epidemic propaganda works formed a "explosion".

4. Follow the details and move instantly. Use the shutter to record resistance, retain the movement with images; record the imprint of the times, and sing the most beautiful retrograde. During the prevention and control of the epidemic, reporters not only recorded the most beautiful figures, the most beautiful figures and the most beautiful events in the anti -control and re -production of the epidemic prevention and control through the lens, but also captured many of the most ordinary but most moved moments. Among them, short videos such as "Colleagues who encounter the front line of the first road to resist with the outbreak" and "Student parents are busy to take care of the care" were contacted by the official Douyin platform of Yantai Society, and "Student Parents Busy Teachers Help" like nearly 130,000; The short video "Medical staff kneels to do nucleic acid for the elderly" is focused on the cigarette video number ...

5. Focus on the party flag and dig "red" to pass positive. Anti -disease front -line party flag red! During the prevention and control of the epidemic, at all levels in the region, the role of the grass -roots party organization's fighting fortress and the role of the pioneering model of party members and cadres. Prevention and control "blocking war". And these "red" positive energy is like a dose "strong heart needle" to give readers and fans strong energy in a very period.

During the anti -epidemic, we focused on the party flag, continuously tapped the excellent deeds and touching stories of party members and cadres in the anti -epidemic line, continued to spread positive energy to the masses, set up a warm heart bridge between the party and the government and the people, to form a good public opinion in public opinion. The atmosphere truly reflects the nature of the party media and played the role of party media.

6. Personal experience and telling the front line of "good stories". When everyone was at home, the reporters of "Penglai today" retrograde. The relevant policies and epidemic prevention and control progress that ordinary people care about. Public accounts, Douyin, video numbers and other platforms are online and published at any time. News, the electronic newspaper is pushed every day; front -line journalists go deep into high -speed intersection, nucleic acid sample point, nucleic acid laboratory, farmers' market and other places. The most real information from the highest risks ...

Most reporters of "Penglai today" are women, and they have children. In order to better do a good job of anti -epidemic propaganda work, some reporters send their children to their parents' homes to invest in the first line of anti -epidemic propaganda. Husbands who can't do housework, in order to support their wives, also learn to cook and cook; some interviews during the day to write a manuscript, watching the child's home learning in the gaps; The bloody manuscript and the videos of touching stories are shot. The reporters used pens and lenses to record the touching stories of flowers, medical staff, volunteers, party members and cadres, and enterprises that guarantee people's livelihood. It provides strong public opinion support for winning the "blocking war" of the epidemic prevention and control.

The tide is wide on both sides of the strait, and the wind is hanging. On the road of media integration and innovation, all members of the Penglai News Agency are committed to the creation and dissemination of high -quality content of the new media matrix platform, constantly learning, continuous innovation, and continuous improvement. Advantages, with interesting and meaningful content, dominated by the original energy of the positive energy of promoting the main melody of the society, and attracted the time of user stay through high -quality content to increase the time of user stay and achieve interactive growth in combination with hot news. It also creates its own characteristics in the new media army of the city, the province, and even the country. We believe that relying on a solid foundation, unchanged original intention, and innovative content, the road of the new media of Penglai News Agency today will definitely go further. "All Media Exploration" magazine is a journal communication professional journal hosted by Volkswagen Newspaper Group. The domestic unified continuous publishing number CN 37-1526/G2, international standard continuous publishing number ISSN 2097-048X. Pioneer in August 2021.

The purpose of running the journal: Focus on the frontier of the media integration, exchange practice and exploration experience, strengthen the guidance of news and public opinion, create a research and communication platform, and help the media to comprehensively and develop.

Main columns: Special articles, front -line focusing, integration transformation, communication point, public opinion observation, news practice, audiovisual communication, county -level media, case analysis, intelligent application, media rule of law, all -media talents, business management, etc.