Analysis on the characteristics and profit model of micro-blog communication

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To Rice, such as a group of professional micro-blogging site as a starting point, Sina launched micro-blogging products for the market to detonate the opportunity, now micro-blog has become one of the most popular products on the internet in China. Although the birth time is not long, in the future the entire development of micro-blogging may just be in the import phase, but the development and popularity of micro-blogging, so far can be said to have gone through five key stages:

First, micro-blogging originator Twitter (Twitter) in March 2006 by the founder of Blogger.com Ivan?? Williams (Evan Williams), in China, the 2007-year popularity of Rice as the representative, the first group of Chinese micro-blog users for Twitter and rice and other sites of users.

Second, in the early 2009, micro-blog in the country suddenly erupted a second wave, "open the major mainstream of Chinese newspapers, magazines, are all discussing the new social platform Twitter." And foreign media have spared no effort to sing the praises of Twitter, and even the academic world is holding Twitter. Capital markets are also eyeing the market, including media giant Rupert Murdoch, who is keeping a close eye on Twitter's movements. ”??

Third, before the first half of 2009, in the domestic active micro-blog site, is to rice, muttering, do what and so on behalf of the professional Web site. However, due to the content of the site management and many other issues, the domestic micro-blog representative website has not been able to visit in 2009 years, Twitter access is limited, micro-blogging in the domestic development seems to be overshadowed by a shadow.

Four, in the second half of 2009, Sina began to launch micro-blogging products, but also in the beta stage, has attracted a large number of the industry and celebrity stars of concern. Sina Weibo to celebrity for the mouth, rapid expansion in the short term, and won the industry acclaim, now has become a Chinese website microblogging products synonymous.

V. Early 2010, Sohu, NetEase has been active in their own micro-blogging products, People's Daily network also began in January 2010, the popular micro-blog, and January 2010, the domestic well-known web site program provider sing to launch a micro-BO system test visits, called "Kang Shengweibo CTT beta" of the construction station program announced online. Next, under the lead of the portal website, the micro-blog is very likely to become the standard products of all kinds of websites, and the living environment that the independent micro-blog website faces will be even worse.

The propagation characteristics of micro-blogs

"These days, there is no scarf, and really embarrassed to greet people"-this Sina Weibo slightly ridicule the meaning of the propaganda language, the micro-blog in the network and interpersonal communication value. Compared with the products such as email, SMS, instant Messaging tools, micro-blogging has its own unique advantages or characteristics:

Table 1: Micro-blogging features and advantages compared to other products

There is no one kind of media form is omnipotent, the above table simply enumerated the micro-blog and the previous 6 kinds of products of their respective characteristics comparison, in some respects each product has its own unique advantages. But overall, micro-blog has a strong product advantage, especially in the user participation, with the development of mobile Internet, micro-blog will have a broad space for development.

In combination, the author believes that micro-blogging has the following characteristics:

1. singleness

The basic function of micro-blog is unique: A sentence describes the user's current mood, state, what they saw and heard, in line with the "Small is Beautiful" philosophy, which is one of the reasons for its popularity. In the digital age of Information deluge, impetuous society and busy life make it more and more difficult for people to stop their feet. WEB2.0 times the first representative blog writing is too formal and cumbersome, and micro-blog respected anytime, free style, it is to this era of people to provide a perfect platform.

2. Fragmentation

"Fragmentation" is an image statement describing the current Chinese social communication context. "The so-called ' fragmentation ', English for fragmentation, the original intention for the whole thing broken into a lot of 0 pieces ... As far as the influence of communication is concerned, the era of "command the World" has gone forever, relying on a strong cover of one (Class) medium. On the one hand, the share of traditional media communication market is shrinking, its discourse authority and communication efficiency are decreasing; on the other hand, it is the flourishing and active of the new media (such as blogs, BBS, etc.), the proliferation of communication channels, the accumulation of massive information and the opinions of expressing opinions, This is the social context in which communication forces are being constructed at this stage. ”??

Here we use this concept because, based on the "Singularity" feature and the 140-character limit, micro-blog production, dissemination of information, but also has a fragmented feature: micro-blog content is mostly personal trivial life details, or news, the rolling progress of events, each individual content, can only express limited information, showing "Fragmentation" of the characteristics, and even the "saliva" trend.

But, on the other hand, "amazingly, although the information has been highly fragmented, they can spontaneously organize, complete and spread the full story of an event, as well as record all the bits and pieces of an ordinary person's life so that, as a whole, it seems to be a personal history composed of haiku." ”??

3. Openness

The Open API (OPENAPI) is a common application of SaaS (Software as a service, software, services), and the Web service encapsulates its Web services into a series of APIs (creator programming Interface, application programming Interface) open for Third-party developers to use, that is, the open API. Twitter-based microblogging for user-open APIs, more than 3000 types of Twitter apps are developed by users based on open APIs that, in turn, enhance the appeal of Twitter's original platform to users.

Other micro-blogging sites in the country have generally opened the API, and Sina Weibo just launched, is a completely closed microblogging site, does not support APIs and news aggregators (RSS), and then launched a blog based on individual partners mobile client.

4. Integration

Based on the open features, micro-blog can integrate various tools, showing a strong compatibility, users can update their micro-blog in various ways: mobile phone text messages, desktop clients, online updates, instant messaging (IM), even through the input method to update micro-blog. But the current domestic micro-blog site between the open, interconnected still encounter some competition barriers, such as Tencent has once screened the number of rice QQ robot, Rice has also been shielded from the chirp and muttered users, mutual interconnection can not be truly realized.

Especially noteworthy is that micro-blogging through the mobile phone message this channel, the real implementation of information release anytime and anywhere. Twitter's smart is to connect the PC platform and mobile platform is very natural, mobile phones become the preferred platform is also very natural, do not need to educate users, because the nature of the service decision so, do not enjoy this service. In this sense, Twitter may be the first real mobile based internet service in the history of the Web.

5. Real-time

The so-called "real Time network" refers to the real-time social events that occur on the Internet, and Twitter is called the representative of real time networks. "The information on Twitter has a clear timeline, and when you search for it, the results are absolutely the latest information, and Google, which is responsible for searching for big sites, may never be able to do so precisely." ”??

This feature of micro-blog has caused the search engine's high concern, Google in the end of 2009 has launched the English version of real-time search function, and Baidu recently introduced I bar products, and micro-blog has a certain difference, can be seen as Baidu in real-time search attempts.

6. Following sex

This feature is figuratively likened to "back-to-back face". It's like you play games in front of a computer, and people who pass you are watching from behind you and you don't need to communicate with the people behind you.

This feature, instead, is the broadcast mode of the WEB1.0 era, the follow (following) pattern. This feature, with QQ, MSN and other Instant messaging tools seem to be less interactive than some, but in fact each has its own advantages: Instant Messaging tool information exchange between the two sides, must be friends or in the same group, information exchange and expectations of the urgent response is strong; Followers can pay attention to a micro-blog, while the followers can ignore the followers, the followers of the comments can choose to reply or not.

If you think of a micro-blog as a newspaper, the number of followers can be viewed as subscribers to the newspaper. The information released by the micro-blogging newspaper is automatically sent to the follower's report box, and the development of the network technology can also realize the communication between one or more subscribers in this newspaper. This feature has created an efficient communication platform for the establishment of the fan circle and Brand Circle, and will also be one of the core business values of micro-blogging.

Analysis on the profit model of micro-blog

Perhaps for microblogging, including Twitter, the profit model is not too much to worry about in the near future, how to do large-scale, optimize the user experience is the most important thing right now. But the profit model will become one of the most concern of micro-blog sooner or later, I think, micro-blog main profit model, may include the following categories:

1. SMS Split

This is the microblogging currently seems to be the simplest and easiest to achieve one of the revenue sources, a large number of users through mobile phone messages and MMS published micro-blog, when the number of users large enough to lead to a sufficient amount of text messages, micro-blog operating site can rely on the user advantage, and operators to negotiate income

2. Advertising

This is the most traditional mode, a platform as long as the accumulation of sufficient users and traffic, it has the advertising value. Take Twitter as an example, its current global Web site comprehensive ranking 12th (November 2009 ~2010 January average), November 2009 Global Independent User Access volume of 60.3 million, this data, has enough advertising value.

3. Brand Service

The use of micro-blogging is not only personal users, but also various types of enterprises. Both individuals and organizations can use the platform of micro-blogging website to promote their brand, and this demand for the micro-blog business value of the extension laid the foundation. and micro-blog has the interaction, integration and other product features, coupled with a strong platform for the operation of the website, but also for the brand Network Marketing provides a strong support, micro-blog site can be provided by the brand to provide a package of services to obtain income.

For example, Sina Weibo currently for celebrities and media organizations such as the introduction of the V certification services, can be copied to the enterprise domain: Once the Enterprise Micro-blog marketing products and services system research and development success and the opportunity to mature, you can pay in the enterprise based on the real-name certification of enterprises ( For example, add a V or a letter to the enterprise microblogging name. These certified enterprises, it is similar to have Taobao's star certification. At present, Twitter has begun to try to provide VIP services to some business users, believing that this model will also become one of the sources of micro-blogging revenue.

4. E-Commerce

E-commerce can be regarded as a "brand services" of a sub-item, because e-commerce as a whole has a huge market size, and itself has a more complete product system, so here I put it separately listed. Micro-blog site can provide a package of packaging services for the brand, from a technical point of view can have a variety of possibilities, but suitable for micro-blog product characteristics, and by netizens welcome, will only be part of the function. Among them, E-commerce seems to be a more typical one. Through the platform of micro-blog, enterprises can establish interactive relationship with netizens, this is the first for consumers in many businesses to find a suitable one laid the foundation.

5. Virtual Products

Microblogging users can not only buy virtual products to dress up their micro-blog space image, can also participate in a series of online games for virtual transactions, or enjoy a high level of product Module services. The Web site will earn revenue by providing virtual products and services.

such as the five major profit models, but the author of the current micro-blog development of the initial understanding. Perhaps, with the exploding growth of microblogging users and the deepening of the development of micro-blogging products, new products and services will continue to emerge. The most suitable micro-blogging business model will also be developed, believe that micro-blogging will have a broader market path.

The changes that micro blogs may bring to the communication environment

The advent of the Internet has changed the pattern of media transmission, on the one hand, the portal site and local news sites through the integration of traditional media content resources for netizens to provide a rapid and comprehensive information services; On the other hand, The internet is becoming a huge treasure trove of traditional media seeking news clues and content sources: the typical representative of WEB1.0 period is the forum, and the typical representative of WEB2.0 period is blog. Up to today, the two platforms are still providing rich content for traditional media: Traditional media find news clues from the forum, and then dig deeper, while news parties, netizens and commentators directly publish events progress, fresh hot comments, and are widely cited by traditional media.

Based on the analysis of four types of communication, micro-blog has its place in four types of communication. First, micro-blogging users record their own state, the process of thinking, is a typical self-communication, similar to the function of journaling; second, "What Are you doing (What are you doing)?" Positioning, but also decided that the content of micro-blog to share with others, follow and be followed by the process, can be seen as a virtual interpersonal communication; third, the following nature of micro-blogging facilitates communication between organizations, and the case of people marching through Twitter during the Iranian election The function of micro-blog in organization communication is proved. Four, once a micro-blogger has a large number of followers, then his release of information, has the characteristics of mass communication, can be a pair of quickly spread all the followers, the power of micro-blogging began to appear.

At present, the commercial value of micro-blog has not been fully developed, showing more still is the information dissemination tool attributes and has a certain media attributes. However, as a new interactive platform, micro-blog is being favored by more and more people. Compared with the blog, the use of micro-blogging more simple, users pay less unit cost, energy input are fewer, writing threshold is lower, users expand more quickly, for the possible media information dissemination accumulated a huge team of correspondents. At the same time, the integration of various tools, especially the advantages of mobile text messaging, micro-blogging has the characteristics of real-time transmission, in the face of sudden news events, micro-blog reporting speed can often lead the traditional media. For example in Michael?? The death of Jackson has been unconfirmed before a large number of fans have rushed to the University Hospital in Los Angeles, where he was hospitalized, because of the spread of information on Twitter. From this point of view, immediacy is the most prominent feature of micro-blogging as media communication.

The content characteristics of micro-blogging, making its advantages mainly in the first time to report on the incident (and perhaps followed by a short follow-up report), but not very suitable for in-depth reporting. That is, micro-blog coverage in line with the news dissemination on the rapid requirements, but may not meet the comprehensive, in-depth requirements. At the same time, micro-bloggers are not as well trained as journalists in traditional media, and the information they publish doesn't go through professional process audits like traditional media. Therefore, the information disseminated by micro-blogs is very uncertain, and there may even be the possibility that the authors deliberately spread false news.

From the above point of view, micro-blog internal information production, screening and dissemination mechanisms are not yet sound, as a media platform, in the present stage is far from mature. But it is undeniable that micro-blogging already has the information fast, with the rapid expansion of the user scale and the continuous improvement of its internal operating mechanism, the wide spread of the basic conditions, it will be able to play a more and more space in the social information dissemination, the future is fully likely to grow into a media news information source of an important channel, and will be incorporated into the national regulatory vision. For example, November 1, 2009, at the third session of the China Internet Association's Second Council, Gao, vice president of China Internet Association, revealed that the management of micro-blogging services would be strengthened, and the association would develop a "self-regulatory code for micro-blogging services".

At the same time, traditional media not only in the rise of micro-blog coverage, as well as from the micro-blog to select News clues, but also the micro-blog as its own another promotional platform for dissemination. The New York Times's official website on Twitter already has 90多万名 followers, and the Wall Street Journal has 50,000 followers who update the news on Twitter in real time. In the UK, 134 first-line magazines have opened up Twitter accounts, of which "New Scientist" "NME" "Dazed & Confused" and other magazines, such as the focus of more than 20,000. On Sina Weibo, "triple life Weekly" fans have more than 90,000, "China Newsweek" has more than 80,000 fans, Sina headline news fans even more than 400,000.

It's hard to imagine how much it would change our lives when the phone just appeared. Now, mobile phone has become an indispensable partner in people's lives, mobile newspaper has become 40 million of China Mobile users to receive news information important channels. Some government departments also gradually began to use mobile phone text message this way, to issue government information, the greeting message. Similarly, we can imagine that micro-blogging will soon usher in a big peak of its development and become a platform for people to interact and communicate in the WEB2.0 era. The value of micro-blogging in the dissemination of information, will gradually be recognized and developed, more perfect rules of the game will be established, more news will be through micro-blog to spread quickly. (The author of the Department of Sina Henan Network executive editor)

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