Sina Weibo will become the next "Amoy Lake"

November 7, 2013, the famous social networking site Twitter (Twitter) company listed on the New York Stock Exchange, financing amounted to 1.82 billion U.S. dollars, and investors enthusiastic. The news is undoubtedly for the domestic micro-blogging industry is very positive, in particular, is in the commercial development period Sina Weibo, the positive effect is more obvious; meanwhile, the annual Ali Electric Business Carnival "Double 11" arrival, Sina Weibo dominated social power business banner has already been raised (such as 200 million red envelopes). No doubt, the 2013 "Double 11" is undoubtedly the Sina Weibo commercialization process of the first big test.

Sina Weibo has become increasingly apparent since its investment in Ali's camp. In fact, Ali is not the first to promote social power, as early as in the 2009 "Amoy River" has done this attempt, but eventually ended in failure. No matter just listed Twitter, or our side of the Sina Weibo, the scenery behind can not cover up the loss of facts. Faced with various challenges, Sina Weibo how to avoid becoming the next "Amoy Lake"? I think Sina Weibo should be wary of the following two points:

Vigilance one: Cannot accurately capture the user's real demand

The commercialization of Sina Weibo is an unstoppable step. Chao has invested heavily in Sina Weibo for so many years that the ultimate goal must be to realize business.

With the author in the electric business industry for nearly a decade of experience, the commercial transformation of the electric business must comply with a core principle: to the user's real needs as the core firmly do not waver! People who have done business know that many times business is not taken for granted by the business trader, but from the real needs of the user. If there is disobedience, the user will be the first.

Sina Weibo advocates social power providers, in fact, from the user's social behavior found in bloggers and friends of consumer demand, layer of promotion, mining, targeted push or guidance, and finally realize the purchase of the realization of the behavior.

In this process of tracing, discovering, and analyzing, there are two technologies can be applied, one is the traditional based on search and browsing records to judge the analysis, with the corresponding key words to push and guide, Sina Weibo, Baidu Network Alliance is to take this technology, the other is a large data technology, for Tencent Weibo use.

According to the search and browsing records to determine the analysis of user needs is biased, its accuracy is much lower than the large data technology. Therefore, I think that Sina Weibo in capturing the real needs of users the accuracy of the problem still has a lot of room for improvement. If the accuracy of the grasp is not enough, it will inevitably appear to push the flood or pushed out of the situation, it is a cup.

Watch out for two: ads are flying, ignoring the user's platform experience

When we identify the needs of our users, we are thinking about how to properly show this business behavior. Less, no value to the merchant; In order to meet the business demand and sacrifice the user experience, this is the penny and the foolish thing is absolutely cannot do.

For Ali, their goal is to guide Sina Weibo users to online shopping, for Sina Weibo, is to achieve commercialization of the realization, and the path is simply by hanging ads or pull people to buy two ways to get into the network. But for the vast majority of microblogging users, the main purpose of their running for Sina Weibo is certainly for the media or social networking. Ali and Sina under the double force, whether the platform can maintain a good user experience, and not advertising and business information flying, Sina Weibo needs careful vigilance.

The Amoy rivers and lakes of that year is nothing to ignore the user experience this matter, is purely the river and river a grasp, advertising excessive and lead to users, and finally completely buried the Tao River's social power business dream. It is clearly a difficult move to keep the balance between the two sides while ensuring a user experience. Sina Weibo must always be sober enough to remind itself: what does the user really need? What value should Sina Weibo provide to users?

If Sina Weibo does not grasp this commercial balance well, resulting in the spread of online shopping information, it will certainly bring great harm to the user experience, but also undoubtedly hit the entire micro-blogging platform ecosystem. Then, Sina Weibo distance next "Amoy Lake" fate, will not be far.

Finally, the author puts forward a question worthy of thinking: if Sina Weibo social electric business fails, then what is the value of Sina Weibo?