Relationship chain of Internet Socialization

Trend analysis of Internet socialization (I)

We will discuss the relationship chain, the channels of the social Internet, and the bed structure that aggregates information on the platform.

On the Weibo platform, we can obtain all kinds of information, which can be created by bloggers themselves, forwarded, interested, and spam information of good bloggers, through continuous adjustment, we focus on different bloggers and quantities, which can meet our information needs in various aspects on this platform.

We are used to these features. Today, we need to rethink why Bloggers can get the desired information, and adjust the followers to filter the information.

Propagation Path of a microblog

A posted a microblog, which was seen by its fan B and commented on and forwarded. Both Bing and Ding were fans of B and both saw this microblog. After Bing saw it, he refused to handle it, ding was very interested, so he commented and forwarded... this microblog was spread during comments and forwarding by fans. It is a simple communication process, but there are many things we need to understand.

We can summarize from this communication process

1. Relationship between netizens forms a relationship chain

A --- B --- C; A --- B --- D ---... The netizens involved form a chain.

2. The information dissemination process is a screening process.

This Weibo post was screened by B and sent to C and D. After Ding screening, it continues to spread. If it is not filtered, such as C, the propagation chain is broken and will not continue to be screened.

3. The communication chain of information is maintained by the coexistence of netizens.

A -- B -- ding... the survival of this chain is that all netizens in this chain are interested in Weibo or comments attached to it and are willing to comment or forward them, when C on the chain is not interested, the propagation chain ends with C and will not be continued.

From the above three points, we can draw an important conclusion that the relationship chain is an information transmission channel. The channel is used to spread a large amount of information. If a netizen in the relationship chain is interested in the NBA, the information related to the NBA can be transmitted to a large extent, moreover, the quality of information transmitted in the chain is filtered by netizens, and the quality of the disseminated information is ensured by the collective votes of netizens. We can also see that through this chain, no matter whether netizens are fans or indirect fans, they can communicate with each other through the NBA.

Information Transmission Model of Weibo platform

The Information Operation Mechanism of the social Internet is to create content, filter information, and forward and disseminate information by a group of people with similar interests, users who do not know each other can create and disseminate content through tacit cooperation. The model is as follows:

On the existing Weibo platform, we can see the following:

This is also in line with the real situation. If you are interested in the NBA, you may also be interested in hardware, the Champions League, and travel.

This information can all generate an intersection in front of the screen, chaotic and orderly.

Relationship Chain Propagation and Data Analysis

However, the appearance of disorder also confuses many people, entangled in social relationships, contacts, real names, and now shows signs of being tempted by big data on the platform and indulging in data analysis.

People try to use data analysis technology to push personalized information to Internet users (enhanced version of RSS subscription). The difference between the communication of relationship chains can be compared. In the communication of relationship chains, information is continuously screened and disseminated by netizens on the chain. Each time it is transmitted, it has been screened. The quality of information is always in the process of dynamic screening, compared with computer data analysis, one-time static filtering is the evolution of quantity and quality. Let alone, the relationship chain provides the same filtering function for instantly generated comments. Second, in relationship chain communication, information is automatically oriented. netizens who recognize its value will forward and distribute the information so that more users interested in the information can see it, information can be found to its own real audience through the relationship chain. Data analysis depends on different models, and the calculation results are different, and the scope of targeted transmission is different. There is a fundamental difference in the transmission mode and efficiency between random propagation and targeted propagation determined by data analysis.

The deeper the understanding of socialization, the more limited the understanding of data analysis, and the more careful use of this technology.

By adjusting the object of interest, we actually influence the channel for transmitting information, thus affecting the information we receive from these channels. Only by truly understanding this point can we gradually understand the subtlety of socialization, and the relationship chain will be the starting point of many discussions in the future. With the demand analysis and relationship chain of netizens, we can start to talk about the future.

 

Trend analysis of Internet socialization (2)

The socialization of the Internet has released the creativity of netizens and produced a huge amount of data. platforms such as Facebook and Sina have completed the information gathering stage. How can they efficiently use the massive data on the platform, it will be the focus of the next phase of Internet development. We will provide a social communication solution by introducing the communication products of the relationship chain.

Product Model

We will explain the relationship Chain Propagation Model step by step based on the product implementation steps.

I. Classification display

The Weibo platform is a comprehensive information platform. For example, we can obtain all kinds of information from the images we saw in the previous relationship chain. However, although it is orderly but chaotic, we need to simplify it and simplify it. We classify and display the information on the Weibo platform based on news, sports, videos, and locations. This step is simple and easy to use, it is also what many startups are doing now (they are still doing more complex tasks and also adding the recommendation engine computing results ). After classification, the information is clearly organized.

Ii. Channel Introduction

We know that the relationship chain is an information communication channel, and is the context of the Weibo platform. The platform relies on the operation of the relationship chain to generate a large amount of data and make the data effective. So we should not only classify the content, but also introduce two basic social behaviors, comments and forwarding of netizens. The netizen determines whether the comment is the value of the information. The value is forwarded. The netizen leads the generation of the information and leads the dissemination scope of the information. So far, we have seen a micro-scale Weibo platform that has been reorganized. Because we have removed the Weibo operating mechanism, the running result is certainly similar to that of the master. Some websites have also introduced comments and forwarding, but their information is still dominated by the recommendation engine's computing results, and the scope of information dissemination is still dominated by the recommendation engine, the social behavior of netizens is just an embellishment. Such a website can only be regarded as an enhanced version of RSS subscription. This is confusing. We recommend that you understand the relationship chain more.

Iii. Tag System

After the above two steps, we have set up the relationship chain framework, and now we need to enrich them. The third feature of the relationship chain is that the netizens on the relationship chain have one or more commonalities. Then we can use tags to connect them and establish communication channels. We use the NBA as the content classification label, so the users who subscribe to or view such content are all interested in the NBA, and we can use the label NBA, this will bring together netizens who share this interest to form a circle of topics. They can share with each other about NBA. For netizens, through the NBA tag, they can quickly find like-minded friends, quickly obtain such information, and display their comments on this platform, let more people see it. Tags are flexible. For example, if you are on a business trip to Hangzhou, you can subscribe to @ Hangzhou + @ hotel. Then, you can receive the hotel Weibo information with an account and communicate with them online. If you subscribe to @ location, then it became the LBS information platform, @ discount information + @ food + @ location + @ Enterprise Brand + @ company group .... Through the flexible combination of tags, users with common characteristics can be automatically aggregated to meet different information needs of users in different situations. Through the tag system, we can build our own "beautiful words ".

Iv. Improvement of functions

This can be improved based on the needs of Internet users and specific industry characteristics, such as adding information management modules and cloud storage functions.

After the above steps, we reorganize Weibo information based on the communication channel of the relationship chain to purify the information transmission channel. For bloggers, their information can be quickly received by potential audiences, the purpose of the promotion will be clearer. For the audience, the associated information can be quickly obtained through channels. The flexible tag system allows the audience to personalize the information according to their own needs.

Sina's attempt

This figure is said to be the new mobile phone client of Sina Weibo, which was originally spread by relationship chain. Therefore, After classifying the content, it is a natural channel classification. You can imagine clicking to enter the category of reading, you can see a wealth of information about reading, regardless of the recommendation engine's computing results.

According to the content tag to organize information, users who are reading and listening to music in the same location can be grouped together, instead of having to pass through word of mouth between netizens.

The disadvantage is that, without the establishment of a tag system, it is impossible to use tags to reconstruct the communication channel of the relationship chain. The tag system is not only the classification of reading, but also the classification of comments and forwarding and the absence of the tag system, the effect of the communication channel of the relationship chain is greatly reduced.

By the way, the LBS-based communication links are connected by geographical locations. This information channel is highly compatible and can be combined with any other channel of interest to read local readers, local Music lovers and local radio stations have excellent scalability. However, the current development level of the Link Channel has not reached the stage of large-scale combination and application. Therefore, LBS is still a bit of a child, it's not yet time to turn to the right. The dispensable lbs frees you from spending effort on the Link Channel. Weibo uses text, waterfall streams, and Instagram photos. They need to innovate communication methods while paying attention to the content transmitted through the relationship chain channel, we only need to focus on the innovation of communication methods. The communication experience created by voice, video, and text is incomparable. The communication methods are also universal. In any relationship chain communication channel, the communication between netizens needs to form a communication method, which can be grafted to any relationship chain, or any relationship chain will be gradually established.

In the next phase of the Internet, there are two ways to develop. First, clarify the communication channels of the relationship chain, and Sina develops its own instant communication applications on the channel, another approach is to gradually integrate with various link channels. The integration methods include combining lbs and link channels or embedding a link chain as function modules. Sina has the platform's massive data advantages and can quickly build multi-category relationship chain channels. This is an incomparable data advantage for other entrepreneurs. The new relationship chain channel requires data reconstruction, as said Meili, from this point of view, we need to generate a large amount of data from scratch, rather than a day. However, the real-time communication experience and LBS can also set up temporary relationship chain channels to meet users' situational information needs. Such application situations are also very wide. The difference between the two platforms and Sina is gradually apparent after half a year. It takes time to sort the relationship chain channels.

We have constructed a relationship chain channel and established an expressway for information transmission. What follows is how to screen the quality of information so that high-quality information can be transmitted further and longer, this makes the distribution of homogeneous junk information quickly go down, so before solving this problem, we can make a small gap. With the content advantages of the platform, Sina undoubtedly has an absolute advantage in the development of the relationship chain. We need to see how long this advantage can be maintained and how can we break through Sina's content monopoly. This is a thing after the relationship chain, which is far from happening, but such logical deduction is a pleasure. Let's take a look at the competitive situation of the platform and break the content monopoly of Sina.

 

Trend analysis of Internet socialization (III)

Facebook, Sina, and other social platforms will eventually die. The specific reasons for the evolution can be viewed to make the platform fly. Here we only demonstrate a possible alternative.

Domineering exposure

Social websites such as Facebook and Sina bring together a large number of Internet users on a platform, and the Internet and the people form various relationships. Various relationship chains are gathered on the platform. These relationship chain channels generate massive data, and spread the data quickly on the platform. The Platform relies on its own relationship chain channel to produce content. At the same time, these contents enrich the depth of the relationship chain channel and enhance the effectiveness of the channel. The two are mutually reinforcing. If you want to disseminate high-quality content, you can use the relational Link Channel of the platform as the most convenient method. If you want to obtain high-quality content, the relational Link Channel of the platform is also the most convenient way. The mutual promotion between the two allows the platform to quickly expand the scale, and can constantly absorb other high-quality internet resources to meet the diversified needs of Internet users, and can smoothly digest these external resources and applications, these resources and applications are not swallowed up. Its rival search engines cannot stop the growth of the platform, let alone defeat the platform in the same way.

The social platform relies on the relationship chain and massive data. It is like a rumbling forward chariot, rolling over the opponents trying to block, following us, and defeating us.

Platform Reconstruction

A powerful platform, like a black hole, absorbs the high-quality resources of the internet for use. It disconnects its competitors and continues to expand its competitive advantage. It has no rivals, the biggest concern is the hidden danger of internal mechanisms. This will happen as well. The unbreakable bastion is the easiest way to break down from the inside.

In Analysis (2), we have constructed a link chain channel, but it is difficult for us to have no problem. Even better channels have no content or no content. channels without content are no longer channels, at the same time, the platform has a massive amount of data. It is not realistic to try to make the platform open up data and cultivate competitors.

The information published by netizens on the platform is the result of their personal wishes and behaviors. These personal data should be owned and disposed of by the netizens and become private data of the netizens. Each Internet user can store their own data on the platform in a cloud space and convert it into a private data property. Internet users can set their own access permissions for private data property and pay-as-you-go access, or free access, which websites can use and which cannot. The privatization of data transfers all and the right to dispose of the data from the platform to the individual's hands. Massive Data on the platform is reduced to zero, and is divided into countless private databases stored on the cloud for various applications and websites to call.

The privatization of Data breaks the hidden rules of existing platforms that possess private data for Internet users for profit. Open Data transactions will collapse the platform's competitive barriers to data monopoly, anyone can call the private data of netizens to build a new relationship chain channel, which is at a competitive level with the existing platform. The existing platform will need to review its core advantages, its Link Channel is no longer a scarce resource.

Open Competition will allow Internet users to make full use of their data and property, and more Internet services.

The normal data privatization path is probably because the commercialization of the platform inspires the awareness of data assets of netizens. The awakening awareness of data assets will enrich more commercial content and methods, and ultimately complete the privatization of data. Private Data will bring about a major outbreak of commercialization. The privatization of data will be the one piece Declaration of the Internet.

The privatization of data has shaken the foundation of the platform's survival and provided a direction for restructuring the relationship chain channel. The real implementation still requires the continuous exploration and practice of entrepreneurs.

The two core link links and data of the platform, analysis (2) re-structured the link channel. This article provides a solution to collapse data barriers, but it does not touch the core of the social Internet, next we will talk about the core of social Internet.

 

Trend analysis of Internet socialization (IV)

The importance of information on the Internet cannot be described too much. Information is like human blood, providing energy and energy for the Internet. The smooth operation of the Internet is inseparable from the effective fulfillment of its own values by information. How can the value of information be fulfilled by the social Internet?

Here we will briefly introduce the methods for realizing the value of information:

1. Channel Value

In the link channel, a piece of information needs to be screened and forwarded by various netizens. The communication of information requires the cooperation of many netizens. Their cooperation has completed the spread of traditional advertisements, and the channel value should be shared by netizens. The channel flattening function caused by Internet socialization moves down, and the channel value also moves down. Netizens can gain real economic benefits in the process of reading, commenting, and forwarding.

2. Information Transactions

In the process of relationship chain communication, it is the spread of Internet users, and the privatization of data will make it more common for Internet users to implement information transactions during communication. Information Services, consulting, research, and so on can all be traded with each other. In a broad sense, the shopping guide for beautiful pictures can also be regarded as a way to trade information. The public network communicates with each other through pictures and achieves the value of pictures through physical transactions, forming a commercial chain for generating, transmitting, and using pictures, the disadvantage is that the Dissemination Function of netizens has not been fully applied (it will be improved gradually after the development of tag awareness and technology ).

3. Value of time

This is already in use. It is a monthly payment model and information can be replicated. However, the information function may not be easily copied. You know that today is July June 4, I also know that today is a person's birthday, but you may not remember to send a blessing today. By combining these common information, you can provide a reminder function to buy such a function, the value of information is fulfilled. Of course, for Internet users, the value of this reproducible information is time-sensitive, and it becomes junk information after a period of time. In normal times, due to the high timeliness of the information, the communication cost between the supply and demand sides is very high. The cost of realizing the value of the information is too high, which is not worth the candle. However, within the communication channel of the relationship chain, the supply and demand sides can quickly match and provide a broad space for realizing the value of such information.

4. Value of data

Data becomes the private property of netizens, and how to obtain income from these assets will be widely used. Game network transactions are one of the methods, however, the data content of ordinary netizens is far more extensive and in-depth than that of game data, and its form will be richer.

5. Value first displayed

The relationship chain communication channel built using the tag system is a professional communication channel. The information in the channel can be preferentially displayed and the display time can be properly commercialized and adjusted, for example, Google's bidding ranking. By changing the display order of information, we can realize the value of the channel. This method is not limited to the screen size, either tablet or mobile phone.

6. Share the interests of the relationship chain channel

With the privatization of data, high-quality data sources will be pursued by various relationship chain channels, just as Weibo platforms are pursuing celebrity resources. The functions of the relationship chain channel are implemented by netizens. The benefits of the channel are shared with the netizens in the channel. This approach may be an important way for the relationship chain channel to compete with each other after the platform is dissolved. Some of the current stock-based platforms are providing technical reserves for this trend.

The fulfillment of information value is far more than the above methods. The current so-called platform commercialization dilemma is caused by itself. In the Internet socialization stage, netizens are one of the three (producers, disseminators, and readers ), is the subject of the Internet. Unlike the traditional internet, websites are the subject of content and dissemination. They can realize their own values in various ways without considering the interests of users. The traditional platform-centered thinking is still commercialized, and the value of content and channel functions created by netizens is fulfilled as their own. The commercialization process is a process of encroaching on the economic interests of netizens, various commercialization methods are restricted by the Internet user experience. If there is a lack of innovation, it will be strange (in the end, it is the disaster caused by data monopoly ).

The fulfillment of information value is also a process of filtering massive homogeneous information through the communication channel of the relationship chain. How is the propagation efficiency of a blogger? What is the scope and effect of level-1 level-2 Dissemination starting from the master node, according to the different communication effects, the value of the promotion varies, which leads to the difference in the weight of the promotion chain. This is one aspect. On the other hand, what is the importance of bloggers to their fans? They have different importance to different fans, which also results in different weights. In addition, based on the weight of the content and the quality of the content, different groups have different values, resulting in different weights. The relevance and value range of information are measured based on different weights, so as to screen homogeneous information. (Process omitted)

Information Value fulfillment runs through the whole process of Internet development. The methods and content of fulfillment vary greatly in different technological stages. In the Internet socialization stage, similarly, we need to explore the commercialization of the Internet with a dynamic development mind, grasp the differences between value-creating subjects, and cash them for the healthy development of the Internet.

The Internet socialization series analyzes the needs and relationship maps of Internet users to clarify these two basic problems. the development direction of the current integrated social platform is to further improve the information dissemination efficiency, the communication channels of the relationship chain are gradually subdivided and specialized, and the Creation steps of the communication channels are interpreted. The professional communication channels of the relationship chain inevitably bring about the commercialization of communication channels. The commercialization process is the process of increasing the dominant position of netizens and their economic interests, what follows will be the request for data ownership by netizens, the transfer of data ownership from the platform to the netizens, and the privatization of data will disrupt the data monopoly of the platform, this led to the reconstruction of the "open ecosystem" order dominated by the platform, and the transformation of everyone to the stage of mutual competition in the relationship chain channel...

This is my deduction for the development of the Internet. I think there is no major problem in the deduction process. The actual development process is likely to be consistent with the expectation. Maybe many people will think that it is arrogant, however, if I look back a year later, it is like looking back at my online hammer series more than a year ago, and many conclusions have been proved in practice, for example, the concept of C2B is a future trend. I have explained it in detail in Internet hammer (4) and explained it thoroughly. These instances can find a bunch of examples. At the same time, because the views are all without a horse, they do not expect to be understood immediately. It is easier to look back and understand. At the beginning, there have been many of the series of mutual hammers, but there will be few to understand, now it is easier to understand what I said. The same applies to this series.

As an out-of-business person, I am satisfied with the degree to which I write my articles on industry observation. After the article is written and published, it is largely not the author's own. Each person has its own interpretation. If you feel valuable, let's help spread it. Being recognized and applied is the biggest motivation of grassroots writing.