Analyzing the differences between media products and Community products

For media products and Community products, many people do not have a clear concept, but also not clear what is the difference between the two, we will study the following.

Messy concept

The WEB1.0 era is pure media. After 2 (web2.0), the term community became more and more red. The mess of products are called the community, the mess of the community is known as a platform, is the media. Everyone is keen on the concept of speculation, creating the age of the pit dad.

Recent projects and the products around me often expose the conceptual issues between the community and the media, which bothers me. Earlier, and has gone to Tencent's idiom Prince talked about this topic, his community concept of the comb, to my inspiration is great. After that, I had the opportunity to work in depth with a group of media-related groups, once again deepening my understanding of the media and the community. In addition, I have never seen other cattle people write the concept of community and media products, just according to their own understanding, summed up their own experience.

Media and community user behavior and user mentality should be significantly different.

Media products, user behavior generally read, heavy information access, light social, light user communication. In community products, user behavior is mainly based on social and user relationships on the basis of information flow. Corresponding to this, media thinking, is the hope that the unlimited amplification of reading, access to information user behavior, so pay attention to information explosion point, media promotion; Community thinking, it should be to maintain user relations, adjust the flow of information to help community users continue to interact, in the interaction to generate more valuable information flow, thus repeatedly promoted.

Give two chestnuts:

Sina Weibo borrowed media advantages, its rapid development period, celebrity and event hype, contributed a lot of valuable information to attract users to read and spread. Of course, you can say that Sina Weibo contributed to the celebrity microblogging information and events hype information, but also greatly increased the user's desire for interactive communication, but celebrities or parties will communicate with several users. Its contribution to media value is much greater than others.

Renren is a way to depart from the community. Everyone station, is to borrow community users to create a high-quality media platform, and then let community users read, spread. But this kind of behavior, to promote the social interaction of users in the station is not big, instead of distracting the user's energy, so that itself has been very hydrated, and user-related information flow of water to add water. Renren is now a platform for information sharing. Unfortunately。

Now, the media and the community are already in harmony.

Take the quality UGC content to play the media value, thus attracts more UGC. Most products want to do this. So we feel, what thinking is not important, the key is rapid iteration, give full play to the value of information flow, to attract target groups. You fast, you nb, you try to make him two months, and then look back at your product, what is it like? Once the deviation, the gas field and atmosphere in the product, almost irreversible. If a product team, its thinking is not objective and comprehensive, the probability of deviation is very large.

What kind of thinking? recognize the product shape and target group, even if you do not know the word community and media, you should also know what the target group's core product behavior is, what encouragement is needed, and what encouragement is not needed. If you are full of media thinking, watercress will be you into the Summit forum. If you think about the community, Weibo will be made into a humble QQ space. So, even if the two are in harmony, their minds can not be confused.

Media or community?

Through the media to start, it is possible to use the product form, bring out the community atmosphere, such as Sina Weibo. Through the community to start, it may also through long-term accumulation, show the media value, such as Watercress Station, Tumblr above the brand blog, FB on the public homepage. But the root of the problem is at the beginning of the product development, what kind of attitude to operate. Different product forms, different target groups, should use different operating ideas. With micro Bo This kind of thing do vertical community is to die (seashells), take the light blog products do media also no way out (Fast bo).

In general, the media operation faster than the operation of the community, the so-called "brand", but more easily to the false prosperity, rapid decline of the wrong road. The direction of community is more difficult than the media direction, slower, but more valuable, that is, after the success of the product contained in the user group and the amount of content of the potential value greater. Product development in the early stage, you should recognize the trend, adhere to a direction, and then Yong.

Instrumental thinking

A successful community is first and foremost a tool of success.

FB is a tool to pick up the girls, but it is the use of real social relations with the Force, from the tool to the community process unprecedented fast.

Watercress is a book/shadow/Sound access evaluation tool, the north of the Watercress Vision, is based on the interests of referral and sharing of the community, then first of all, should be assembled and expressed interest in the book is the first entry point.

Tumblr is a NB recording tool. "WordPress is the most suitable tool for writing long speeches," said founder David. But "Don't like the code word" person is not suitable. The purpose of Tumblr is to help users express their thoughts and ideas as simply and quickly as possible.

Take light Blog For example, this product form is heavy individual, light social, product initial and development period, in fact, not the real interactive community, but carrying a small number of interactive recording tools, quiet, exquisite, visual priority. There is a lot more interaction in the top of the tower than in a community of social networking sites, and a lot of long tail content carries a little bit of interaction, so it is more necessary to devote the power of all aspects of the tool to perfection than other social products.

The balance between community and media

After a period of time with the project, found that the different thinking (media thinking and community thinking), is the program, details, UI, theme, goals and all the different root causes. But the difference in thinking is not necessarily worthless. If the use is bad, let the team fall apart. If the use of good, then at least to ensure the steady progress of the stage, so that community thinking and media thinking checks and balances, on the one hand, through community thinking to promote a stable and orderly flow of information, user behavior of reasonable care; in the media thinking, the external display of quality content, to make product brand,

I in order not to let myself go, product development early, let the project toward NB tool to work hard, in this way, slowly accumulate community content Pyramid tower, is insurance.