Community operations Create quality content don't worry about the highbrow

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Will high quality content lead to highbrow?

Pan Gu opened the world, emperors to now, indeed there is a habitual thinking, that high quality is high-grade, universal face narrow, will lead to highbrow, like ancient, in addition to leading national pride in textbooks, who has heard, who will listen to, but not as good as the streets of the saliva song. So the quality of the same as the distant view and can not be obscene play-you high quality, you are great, you are a small number of dignitaries, I low-level, I civilian, I am the majority of ordinary people.

In the practice of community operation, this habitual thinking, there will be two misunderstandings: first, the user demand mechanization-as long as the user needs, users like the content, I copy will be on. Second, the access data is sanctified----------to delineate the community content completely by the clicks, the activity degree, the depth. The combination of these two misunderstandings is: the content seems wonderful, in fact, simple and rough, short-term user concerns, long-term line is invalid.

What kind of content is quality

First of all, to clarify what kind of content is quality, otherwise all analysis can not talk about. The quality of community content that I understand is a content that conforms to the community's scope of content, conforms to the community's operational objectives, conforms to the community's environmental temperament, and transcends the level of general user content. One of the first two easy to understand also easy to do, the latter two need careful analysis and elaboration, in the actual operation, the extension of the pattern is also more, is to greatly loss of brain cells.

Community environmental temperament is a kind of soul existence

such as watercress, all kinds of big guys shrimp, can go to copy its product design, plagiarism of its business model, copying its operating means, but the only plagiarism is that it's community environmental temperament, this is not only with small and literary can be fully summed up, but a unique "watercress flavor", which makes watercress more like a flesh and blood people , because in its body, it has produced something that we call the soul.

In the early days of community operation, the quality of the content is to build this environmental temperament of the bottom of the masonry, in line with the standard of masonry, we stay, do not conform to, we abandoned, or hidden in the humble corner of the nooks and cranny. From this point of view, if only to attract users of the eyeball (user demand mechanization, access data is sacred) as the only standard of content construction, will undoubtedly have two negative impact.

First, can not form the temperament of differentiation. To attract the attention of the user is a correct nonsense, community content operations first consider this is understandable, but only to consider this, or mechanically consider this, or to give up the environmental temperament for this construction, it is not comprehensive, not thoughtful, immature, not long-term.

Second, in the long run is the loss of users. Only consider attracting attention and ignoring temperament construction, is tantamount to thirst, when some users have "eyeball content" as your characteristics, become a resident reason, you dug a huge pit for yourself, the limited resources to invest in the unreasonable level of competition, but lost the soul of the ego.

Just like I was originally a discus player, I think this project attention too little, change to learn to swim. If the heart, the Dream is in, heaven and earth have true love, start again ... This is certainly a good choice, the problem is, I can not take the discus into the pool bar, two clever, all down. Far look like watercress, nearly seemingly everyone, home sing Red song, the page put AV, that user why to stay here, why not go to the watercress, everyone, why not to see the news broadcast, why not go to see XX station?

Quality content to exceed the level of general user Content

This is from the perspective of community operation means. We certainly have the will to operate in our minds, there will be standards, I hope dear users can send out what kind of content, in the early days of community operations, we will be through a strong public referral, or simulate the user behavior means to place our ideal content, the purpose is to promote the content of the user published ( This is of course only a single means of promoting UGC.

At this point, if you expect the user to post content in line with your recommendation level, that must be disappointed, lovely users will never do so, he released the content, is definitely a discount, you send 10 points, he sent 8 points, you send 8 points, he sent 6 points, you send 6 points, he issued 4 points ... Influenced by you but followed by you, the golden mean, 5,000 years of civilization history ah. So, our recommended content, public bit content, only know to cater to, do not know to guide is one-sided, more obvious content area, need to look highbrow some, with strong public position gas field, to curb the user inferior content, or not in line with the content of our intention to produce (of course, also need the coordination of community order construction), So that the garbage content enthusiasts, want to send and do not dare to hair, have their own blush, to minimize the "hehe ha ha, good ah, sofa ...". This may be one of the initial efforts of community content operations.

Resolve the contradictions between quality content and user attraction

The above mentioned is the quality of two more important attributes, to meet the Community environmental temperament, to go beyond the general user Content level, the two connected up to consider, and will produce a problem--again temperament good, but also the level of high, users do not love to see how to do?

First of all, is to break the habitual mind-set, that the spring is not always as popular as the Pakistani people, black pearls are not always as attractive as white thighs. I remember seeing a slightly vulgar remark: "The dog eats excrement because it is only excrement." "Think about it, if you put meat bones and excrement in front of the dog, you see which one it eats!"

So do not think that users how much love your "attractive content", in fact, he is really no things to see, Idle is also idle, make up. This illusion is very easy to let us complacent (especially in the promotion of the larger stage), to grasp the pulse of the user, in fact, is to let the community operation deadlock.

Second, the quality of the content can not be narrowly understood. For example, white thigh, is high quality or inferior? In fact, the thigh itself does not have quality inferior attributes, the key is to see you in vain tender thigh how to display, background, composition, text, how to tie up, finished, is high-quality; broken, is inferior; Therefore, for some high-quality "white thigh (or buttocks)", it should not be classified as inferior and wretched class, bold use it, we are just.

So, when we recommend or release a legendary "high quality content", it is said to be "good temperament level", but the user is not like to see, this is why?

I think there are only two answers:

1 In fact is not the quality of the content, counterfeit, you think you are good, taste a problem, go back to introspection.

2 If you are really confident that this is the quality of the content, then let the silly users go to hell.

These are my recent work experience, welcome to visit my A5 Space and blog (http://senlinfeng2011.blog.163.com/) to discuss together.