Post-blog era from media development: from platform to brand transformation

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"Li De, meritorious, celebrated" three immortal pursuit, in today's media era seems to have a natural opportunity to realize, write what I see, write what I hear, write I understand, write my director, everyone can speak freely, and affect others. It is conceivable that a number of new occupations will be born: from media reporters, from media editors, from Media Scouts, from media service, from media designers, from media brokers ...

Enter 2014, feel the new Year's first change is from the media "advance": Invited to open a technology column, joined Sohu from the media platform, writing focus to micro-letter public account. Glimpse, more and more authors have been or are becoming "from the media", more and more platforms are being built or conceived to become "from the media." It writer "Pregnant Peak" launched a personal brand, "ROM thinking" innovative profit model, CCTV mouth Lung Yongqui opened "Lang read", Baidu launched "hundreds of", Sohu news media platform, Tencent detonated micro-letter public account, all kinds of indications, "Dongfeng came, since the footsteps of the media is getting closer." ”

When it comes to the media, it's natural to associate it with the 2006-2008 blog Flash. Recalling that year, the National Open Bo, Star led, grass-roots carnival, so many years later, there are still people sigh, why the prosperity of the blog has not spawned from the rise of the media? How far away from the blog to the media?

A, blog to do is "platform", since the media to do is "brand"

From "platform" to "brand", such progress and transformation, not only from the idea of internet people innovation, but also depends on the development of the Internet environment changes. The development of any industry, including the Internet, is deeply engraved with the brand of the Times. From "platform" to "brand", playing one or imprecise analogy, for the platform provider, is like from "China made" (MADE in) to "Chinese creation" (CREATED in China), for content producers, as from "OEM" to "Brand management". Seemingly a word of the difference, the concept of iterative, but in reality, the pattern of changes.

Specifically, Sina Weibo as the representative of the so-called WEB2.0 era platform, do more is "I set up, you act in an opera", platform provider Bullish said, "The stage is yours, is mine, but in the final analysis is Mine". For blog users, the result is someone angry, have fans, have influence, but no brand, no copyright, no profit, "Lively is their, I have nothing." and mobile New media era from the media, do is "you set up, I act in an opera", this time to do content producers confidently said, "The stage is yours, is mine, but in the final analysis is Mine".

If the blog era, is the star big Guy as the representative of the Internet Spire minority victory. Then, from the media age, is the grassroots elite as the representative of the "long Tail" of the new generation of the masses. This is the inevitable development of the Internet, but also the development of the Times.

Second, the blog is the pursuit of "Bo", from the media to pursue the "deep"

From the content level, the original blog, the content of a variety of topics all-encompassing. From the joys and sorrows of netizens, to the daily food and clothing to live, and then to recreational sports, political finance, science and education, the scope is not widely also known as "Bo" guests, worthy of the name. Unfortunately, because of the low threshold for opening a blog, uneven user level, the content of the article is mixed, in addition to stars, media and a small number of grassroots talk can be widely disseminated, most grassroots articles submerged in a variety of Soul chicken soup, Ernvqingchang, jokes, sleep in the deep sea does not see the sun. This eventually led to the decline of the blog. To be developed into 140 words within the microblog, in addition to "forwarding" and other functions enhance interactivity, mobile phone release to realize the mobile, content and blog a few, the right to speak is always mastered in a few celebrities, media and other network Big V and opinion leader hands, content also gradually from the original true temperament, high-quality again to the zombie powder, soul chicken soup.

Some people say that the blog has satisfied the last 10 years of netizens ' desire and expression, Weibo fits the current fast-food economy, fragmented reading of social psychology, and with the internet gradually to vertical, localization, personalized development, 600 million of users are clearly no longer satisfied with the "I Know" and "I was known", in the past, the pursuit of speed, breadth of the foundation, More and more people are beginning to yearn for depth and attitude. "Why", "How do you see", this is a blog, micro-bo soft rib, but also the advantages of the media.

In the author's opinion, the new media era is still the channel first, technology-driven, content for the king, there is a public letter, quality, depth, there is a point of view from the media content, it is "the crown jewel."

Since the beginning of the 2014, we have had countless cheers for the media boom. But at the same time, what is from the media, how to successfully create a distinctive personality and perfect brand from the media, but also need to redefine and examine.

From the media, We-media, who proposed the concept, the translation from where not important, the important thing is We-media, not i-media. Although literally, "since the media" has "their own media" context, but there is no doubt that "our media" more in line with the Internet freedom, equality, and more in line with the concept of open and shared media.

From the media, our media! We include you, me, and him, including the author, the platform, the reader. In his masterpiece "Understanding Media", McLuhan put forward two famous assertions: The media is the information, the media is the extension of human. Where to write, decide what to write, and what to write, decide who you are. Since the media is the best example of this assertion.

We are pleased to see that the 2014 since the beginning of the media development, there will be Tencent, micro-trust the public platform, Baidu Hundred, Sohu Mobile clients such influential media. Compared with foreign media, independent blog, independent website, independent domain name and individual development mode, it can be said that China's media since the beginning of the "Highway".

Of course, the problem is coming. High-speed more than one, how to avoid the "homogenization" of development? How high is the entry threshold and how to avoid getting caught in the Red Sea? Where is the business model if it is made to profit from the media? The rules of the game who will, if the formation of healthy from the media ecosystem and sustainable industrial chain? This requires the platform operator to have a top-level design and overall planning, If you do not have the enemy to plan, will be defeated in the fierce competition.

For this, give the platform provider three recommendations:

Platform Attraction

Evan, the Twitter co-founder, said that creating a content platform is not the same as making a profit model for a newspaper. To build a content platform, you have to have the commercial use of scale, only the size to make money, the idea should be: a large number of people to create content is not motivated to make money, but they want to create. For the media, this is the point.

A good platform, at least two major attractions: one is the attraction of creation, so that the author on the platform of interest in writing, creative desire. According to the author firsthand experience, this is the existing media platform from the short board. Baidu, Sohu, Tencent ... or other home from the media, backstage are boring navigation bar and mediocre CMS, the lack of inspiration and creative color, design and page, so that people do not directly in the background of the desire to write. The front desk is mostly wordpress style templates, many columns in the form of presentation, in addition to the name, the slightest embodiment of the difference between the media and blog. This needs to be improved and innovated, and the quicker the better.

Ii. the attractiveness of profitability

Under the condition of market economy, it is the core competitiveness and attraction of the media platform for the author to make profit by producing high-quality content and making lasting profit. Compared with blog users, excellent media writers not only for "money" writing, most people's intention is to write interest. The so-called "iron shoulder to bear the moral, hand in hand with the article", but there is no doubt, in gaining influence while earning money, is the dream of all literati poets. Economic benefits, on the one hand, can let the media live and live well, on the other hand, the value of the media from the affirmation and praise. Interest in the original intention and profit results, will allow more authors for the media, "my end not regret."

Ii. Content Communication Force

With excellent authors, with high-quality content, the next step is to see the spread of the platform. Baidu Hundred have the top search engine, Sohu since the media has 185 million mobile clients, Tencent has more than 300 million micro-letter user groups, how to let the media through the exclusive channels of rapid transmission, manufacturing impact, become a brand, seemingly is "for others to marry clothes", in fact, mobile New media era a new contest. Because the more excellent authors, the more the right to speak, the more the dissemination of quality content, the greater the impact. Every media brand based on this platform is the new wealth and nuggets of the Internet economy era.

It should be reminded that platform providers should not only be responsible for technical services and channel promotion, but not content, if so, will repeat the mistakes of the past blog. In the content dissemination aspect, the media platform shoulders the important responsibility. The first is the author selection. How to set the entry threshold? registration system, invitation system, internal customization ... Each has its own advantages, but one must be clear: not all authors can or should be required to become media. We need to pass a certain selection, so that outstanding authors stand out, so that truly talented people with views and opinions, master the right to speak. Especially to filter out good at the copycat gossip rumors, as well as excerpts reproduced the soul of Chicken soup author.

Next is the issue setting. A person from the media platform to communicate with the author, said that our principle is authentic, intact to publish the author's content, which is the greatest respect for the author. I have reservations. Because the modification of the article is not disrespectful. High-quality later editing, proofreading and even modification, will make the article sublimation, which is the greatest respect for the author. Platform providers, be good at guiding direction, to set the issue. Through the same theme of manuscripts, essay and even a reward, the original loose from the media integration, reflecting the platform's value orientation and professional characteristics.

Again is the content checks. It is the bounden duty of the traditional media and the indispensable responsibility of the media to prevent the media articles from violating the laws and customs, to avoid false information and malicious speculation, to promote rational civilization and positive health. There is also a key point, is to respect copyright, the copycat to a vote veto. Do to "who in production, production, dissemination of what" clear in the chest, to carry out the necessary guidance and control, is responsible for their own, the author is responsible for the community is responsible.

Iii. Brand Creativity

Whether the author or the Disseminator, from the media industry should form a consensus, we are not writing for the sake of writing, nor for the spread of transmission, we write every word, issued every manuscript, recommended by each of the authors, are in order to obtain the greatest impact, enhance the positive energy of the network, eventually formed from the media brand. Reading is the most graceful act of man, and writing is the most outstanding skill of mankind.

Since ancient times, China has a life "Li De, meritorious service, celebrated" The three immortal pursuit, today we are in the mobile Internet from the media age, write what I see, write what I hear, write I realized, write my director, engraved his name on his work, there is a golden opportunity and market. Content producers to come up with the best words, best ideas, the best articles, to create a display of self, to share the win the outstanding media brand. Platform providers to give the best layout, the highest remuneration, the fastest channels, to create a group of Yin, hongru exchanges of excellence from the media platform. Only in this way, the media will usher in real prosperity.

It is conceivable that the development of the media will also lead to a series of new careers: from media journalists, from media editors, from Media Scouts, from media service, from media designers to media brokers ... Everything is possible.

Since media development is in the ascendant, the author has a long shoulder. There are too many aspects to be explored, and there are some basic understandings that must be reiterated--

Since the media, our media has come.

From the media age, the author, the reader, the Disseminator, is one and even the same person.

Finally let us borrow Han's name from the media to end this article-"one", which is the spirit of the media.