Home >

Editorial Planning: How To Become Advanced Network Editor

2008/10/31 10:41:00 41873

Many web editors complain that their job is just a website Porter, dull and unskilled.

In fact, paste - processing - organization - interpretation is the four level of network news.

Ordinary editors stay in the initial stage of paste and processing, while high level editors are on the road of planning - Promotion - operation, becoming the core competitiveness elements of news websites. At the same time, they have gained more than two or three times higher salaries than ordinary editors.

So how do we make a high-level network editor? How can we achieve self development in this profession? We should look at this problem from the perspective of overall career planning.

Planning: from news to information

The senior website editor must have the ability of planning, and must be based on the creativity of the whole website, including the overall planning, organization and design of content, technology and name.

Of course, the most common planning activity is to plan a good topic, because only in this way can the reputation of the website be expanded.

The amount of visits produced is very important, which is linked to the bonus and performance appraisal.

Most news websites have performance appraisal every month, and the topic click rate will have an impact on performance appraisal.

Network usability research shows that, unlike traditional media audiences, Internet audiences are often not sufficiently patient and full of scepticism and critical spirit. They only visit websites to satisfy their own needs.

Internet audiences often visit websites instead of reading them intently.

They are also more active than print readers or TV viewers, searching for information rather than passively receiving what the website offers.

Therefore, editors should plan according to the needs and habits of the target audience in a way that is useful to readers, and try to make the readers feel that the information you provide is useful to them.

Some news from traditional media, processed by network editors, should be more eye-catching and more focused than traditional media.

In the planning and implementation of website topics, columns and channels, the most important thing is to change the way of thinking: to pform information from providing news to providing information.

What the traditional media provides to the audience is news: tell the audience what happened; and the website is mainly to provide information, that is, tell everyone what to do, because when people read the news online, they want to know not only what happens, but why things are important, what influences and how to deal with it. All the information sources are already there, and the best news website will win the final victory.

That is to say, web editors should really become designers and builders of website content.

For example, in 2007, Sina entered the entrance examination for postgraduate entrance examination, starting from the news of the official registration of the online registration for postgraduate entrance examination, and planning practical and detailed topics.

This article makes a thoughtful introduction to every step in the five steps of the entrance examination for the postgraduate entrance examination in 2007, including the application of common sense, University choice, professional selection, online registration, on-site confirmation, etc. not only has drawn up the detailed flow chart of online enrollment, but also a lot of practical and useful information has been collected in 2007, such as the registration notes for the postgraduate entrance examination, the summary of common problems, the contact mode of postgraduate admission offices in various colleges and universities, the valuable experience of the Chinese graduate schools in 2006, the postgraduate entrance examination and so on, and the establishment of a discussion area. This is a typical case of "providing good services for customers, providing good services, good content, and creating value for users".

Although traditional media can provide huge amounts of information, few people can fully identify and absorb such information in the busy pace of work and life in today's society. As long as skillful use of technological advantages, the mass media can greatly improve the effectiveness of communication by properly planning, designing and processing massive information into images and charts that are easy to understand and read.

Presentation: multimedia interaction

Due to policy reasons, most commercial websites in China do not currently have the right to collect news independently.

Internet media, especially local news websites, can not get first-hand reporting conditions due to the reasons of policies and laws and operating costs. Commercial websites and local Internet media should get rid of the awkward situation of simply pferring to mainstream media news. This means that 70% of web content editors need to cultivate such a consciousness: integration.

Most of the news on the Internet is in the "integration" stage of information. Information integration is a more economical method for current network editing.

The biggest advantage of Internet media integrating news is the ability to produce multimedia interactive news topics.

Network media integrates characters, sounds, videos and other symbols. It can integrate news, graphics, pictures, videos, animation and other means to present news. It can also use computer and network technology to generate planar and 3D animation, hologram and virtual space environment. With the integration and reconstruction of news information and the pformation of various forms of information, audiences can produce more realistic "immersion" than traditional media reports, so as to maximize the effect of communication.

Jonathan, a web journalist in the United States, once said: "use words to explain, use video to show, interact with others, and let people participate."

Indeed, multimedia technology is not a simple combination of all kinds of information media. It is a kind of information technology that combines information of text, graphics, images, animation and sound, and processes and controls synthetically through computers, which can support a series of interactive operations.

Network editors should aim at the characteristics of information itself and the characteristics of netizens who receive information, and follow the principle of "making best use of everything" to carry out the organic combination of multimedia information, foster strengths and circumvent weaknesses, and complement each other.

For example, in the report of the "9. 11" incident on the US MSNBC website, the FLASH animation was used to simulate the scene of the hijacking of an aircraft into the world trade center, and the "darkest day" of the FLASH slide was made to a great extent, which made up for the shortcomings that the first-hand material could not get, and clearly reproduced the development context of the important events on the news scene, so that netizens quickly gained the overall image of the event.

Promotion: search engine and interactive community

There are several major trends in the form of Internet in China: first, search is everywhere, and some websites that do well can find almost all web searches.

They embody the function of search in various ways.

Another characteristic is that services are everywhere.

For example, people's network, Sina and so on, we can see that it provides a lot of services, including its database and so on.

We carefully analyze these websites that are well done and find that they are very concerned about promoting their websites.

There are many ways to promote websites, such as search engines, paid advertisements, news emails, directional e-mail, links and so on. The most important thing is to use search engines and organize interactive communities.

Good at using search engines.

Research by SUN research firm in the US has found that at least half of Internet users rely on search engines to find web pages that they need to read.

Therefore, making websites or news topics more accessible and searched by audiences is an important condition for expanding the scope of news dissemination and enhancing the utilization of news.

Web editors must ensure that hidden content should be quickly and accurately pferred.

To make news stand out from search engines, we need to create news headlines and introductions that are easy to retrieve.

News headlines and leads appear in search results of search engines.

When a user sees a link on a web page from the search engine, a brief description of the link displayed on the search engine should ensure that they instantly and accurately understand the content of the web page, and clearly judge what kind of connection between the web page and their needs.

Therefore, the quality of news headlines and introductions largely determines whether visitors will visit your website through search engines.

If you want to promote your news, you should make clear and clear headlines for news production, and extract the most important keywords to produce news leads according to the information that users are most concerned about and the information they need to focus on.

The clearer the headlines and the introductions, the more likely the users will be able to search out.

Undefined

Organizing website activities and community management.

Web sites can do their own activities or cooperate with other websites to carry out activities. This will not only increase the interactivity and intimacy of the website, but also increase the number of registered members, visits and enhance the visibility of the website in a short time.

For example, IT writing community network has been one of the most attractive and influential IT websites for five years.

The reason is that the website construction team often does all kinds of online activities, such as networking, gathering, soliciting, winning, and consulting.

Good editors should conduct regular network surveys and launch new activities from time to time.

For example, let website channels interrelated, such as the introduction of a set of comment points system, such as the introduction of virtual currency system and so on.

The purpose of organizing community activities by web editors is to make the website more and more like a large community, where users understand the information, entertainment here, learning here, making friends here, healing here, shopping here, consuming and even looking for love.

For example, a number of surveys launched by the zero point company and Sohu have successfully attracted many Internet users. The annual online citizen survey conducted by Australian CONSULT website has also enabled a large number of investigators to get to know this website and become a member of the website community.