How to operate a SNS community

The so-called "sns community, in fact, there are many kinds of it. Confined to my own experience, here is the operation of the content-oriented community. Those around the cannon-hooking community are no longer covered in this article (though the truth is much the same).

In general, it is "summoning the user and building positive feedback"! Know is easy, do not easy, and the road and cherish. Be objective and listen to me!

The first step: The starting point-call the user

A few days ago in 36kr saw an article, said the community's starting point is the tool, example is the aunt. You can't say it's wrong, but you can't say it's right, because at least it's not comprehensive. The starting point of the community, and there is only one, that is "users." With the user, a series of mechanisms of the community can be operated. Summoning users is often the most important thing in the early stages of a community operation.

Generally speaking, the method that summons a user mainly has a few:

Locating calls to users

The so-called positioning call, as long as you locate the group of people, do not have to do anything, the group of people who meet this label will naturally find you.

For a few examples, when there is no doctor-specific community at first, you just have to see a community, locate the doctor, and someone will come. That's what many of the early vertical forums did.

In addition to the vertical forum to get up early, Baidu Post is also a typical example of "positioning calls users". When you search for an entry, the Internet does not have good enough content, Baidu asked you do not need to post this post. Naturally summoned the first users of the term.

Content calls the user

When the same positioning has been a pioneer, the positioning of the call users will not use. What you need at this time is "content calls the user." The so-called content calls the user, is your website has accumulated enough original content. Users tend to be "visitors" to content before they become "users."

There are a lot of typical examples: Auto uses the car database to summon users, Snowball uses stock information to summon users, and open source China uses software information to summon users.

Tools Call Users

To create a useful tool so that users can not be separated from, although not a lot of time to use, but as long as the need to think of the first is you. Thus forming a very stable user loyalty. Then the community functions are extended, and the user Kenjong of the tools are transformed into community users. For example, Baidu first push search, and then push space (once the Baidu space is the leading social products);

Product Call User

Product call, in strict sense, is called "tool call". But the difference is that the tool itself is a community tool, not a tool-behind community. The above three ways to summon users are different, but there is no great innovation in the product form of the community. The logic of product summoning is to attract some early adopter using the great innovation of product form and mode. The typical example is knowing, Jianshu.

Step two: Establish the rules of the game

One is to get positive feedback from user users;

Get the positive feedback mechanism of the user

With the user, to allow these users to produce content, after the content, the content (often exclusive) will call new users, resulting in more and more users, and as users more and more content will be more and more. The number of users summoned will be more and more, the more users, the more content, the more users ...

Positive feedback mechanism of interaction

After you have a user, you need to consider how to stick to the user. The key to viscous positive feedback is "interaction".

Interaction is a very good motivator for content producers. Posted by the content of the post, see the post of people interaction (point of Praise, vote for what), motivate the author to produce more and better content, the more content the better, more and more of the person to send more interaction. The more points of praise, the more motivated the author writes. Every day people think of me, how can I think of leaving!

Long-term incentive mechanism

In addition to these interactive behavior by the user's incentive (users give me a bit of praise, users focus on me, users and I interact), the platform itself also need to establish an incentive mechanism. This incentive mechanism has been very mature, integration system, hierarchy system, medal system and so on.

Let the user track these points, chase these grades, and chase the medals. Let him play all the time.

1 Growing Pains

In the process of growing up, there will always be all kinds of troubles. The biggest trouble is: I can see things, want to see more than do not want to see!

For example, spam more, the normal content is submerged. At this point, you need to strengthen your spam machine.

For example, the original according to the section to the area, but later the content of this forum is too much. Can not see, a mixed bag. At this point you may need to redo the finer-grained area. Either use tag or employ to make a district of the content.

Growing up in the final analysis is a sweet burden, there is such a burden, that you at least before you have done a lot of things.