How to do a good job of user activity of microblogging products: Tencent vs Sina

Objective

It's not a long time to use Weibo, because I've never found out that I'm a talkative--maybe I don't want to admit it--well, I'm facing reality now:

In fact, at a very early time, but also a rough comparison of two platforms, some of the details of the experience, praised the Tencent micro-blog experience design.

This article mainly to Tencent and Sina as an example, from the experience and products to discuss how to do microblogging products user activity.

After being used for a period of two microblogs, I found a phenomenon that, on the basis of the same energy and attention, Sina Weibo's user activity is much higher than that of Tencent. This is reflected in the friend's publication, comment, forwarding and reply. Of course, it's not supported by a lot of data, it's just personal experience. But this, caused me to pay attention to compare two platform some details of the difference, only to share this article.

The characteristics of micro-blog

Before you begin, look at the difference between Weibo and other Internet products:

The Micro-bo

Compared with the traditional blog, Weibo has the characteristics of "short, Spirit and fast": short content, fast communication, quick and easy to express and interact between users. Therefore, compared with the traditional blog content producers less than the content of the consumer situation, micro-blogging more content producers, more content, a single content more fragmented, more power to spread.

Micro-Blog is the media

Weibo is a new medium, a media where users are both content-producing and content-consuming, and on Twitter, people listen to publishers who can provide valuable content to themselves, even though he is not necessarily your best friend.

Strong relationship and weak relation

There is a strong and weak relationship between Weibo users, the so-called strong relationship, is the two sides are very likely to know, is the line of family, friends, department colleagues, mutual understanding, and even meet every day; weak relations, is to mean that there is no offline relationship, or offline understanding but not much contact, but in some way (time, space, Interest, etc.) have a certain correlation relationship.

Because of the media properties of Weibo, people prefer to get valuable information through it, which is the original power of the "FOLLOW" movement. But for strong relationships, the value of this fragmentation information is less pronounced because of frequent contact--you subscribe to a person who sits by your side every day, and you are in a small invisible group where the sources of information you contact are largely coincident, That means he shared that you probably already know (relatively useless, junk information), and that you don't know, he may not know. However, in the weak relationship is different, because the user's environment and the circle is different, so it is just a window to contact new information, this weak relationship, the fragmentation of information across the group, across the social circle of the spread of the value of micro-bo Dahua.

Weak relation plays an important role in the information pathway in the microblogging system, and the strong relationship is likely to generate a lot of "rubbish information" because the same information is oscillating back and forth. The figure shows the strength and weakness of 3 dispersed groups, the strong relationship within the group, and the weak relationship that leads to the outside.

Therefore, the value of "FOLLOW" on Weibo often comes from the information of weak relation. With these basics, it will help us to discover the reasons for the difference in user activity between different platforms.