Web2.0: Serve the people behind the Web

A few days ago, at the Peking University Hundred Anniversary Lecture Hall held "Peking University discussion Way: New media Change Bureau" on, along with the new media characteristic clear, "Web2.0 the dissemination power the digestion and the reorganization", "the participation news opportunity and the danger", "the wireless interconnection, the mobile phone television, the TV2.0" and so on topic has become the media person common attention.

Wealink.comceo Chen Haoyuan, from SNS Network, said: "Participation" as the characteristics of the new media changes, it is web2.0 "people", "interaction" of the core value of the media in the field of natural embodiment.

Southern Metropolis Daily (hereinafter referred to as "South Capital"): What do you think of the new media changes in the context of web2.0?

Chen Haoyuan (hereinafter referred to as "Chen"): Blogs or podcasts are all users create content. They not only create content, but they also interact with communicators and audiences. This trend to the traditional media operating system caused a lot of confusion, even the portal site also more and more obviously feel the past to see the flow, see PV value system is facing digestion.

"participation" and "interaction" are key words

Nancy: How do media people, or internet people, respond to this change?

Chen: Just see if you can take part in the whole process of content manufacturing and dissemination of individuals.

After users create content, the core values and operating patterns of the media have changed. In the past, we had to attract users and retain users by doing good content, and now it is more important to provide services to users and direct participants in these new media, which is the "stickiness" we have always pursued.

Before the portal or search, the focus is on content as the core of the Web page, and now we have to focus more attention on the people behind the page.

Nan du: How can I find the individuals behind the Web pages?

Chen: It may be difficult to find authentic and credible individuals in the traditional media, perhaps relying on a limited number of readers to call, but in the Web2.0 era is actually relatively easy. Don't forget, the spirit of the new media and Web2.0 is "participation", "interaction", in this kind of personal participation, the individual and its social space, is certainly will be reflected in the network truly.

In the era of portal website, we spend a lot of effort to study the "traces" of personal internet, want to make advertising and reach more accurate, but now is the user's own initiative to put their own world in the blog to show everyone, if accurate marketing, how much space inside?

The media performance appraisal faces the change

Nan du: You also mentioned earlier, grasp, but also to serve these individuals?

Chen: In the past, we talked about circulation, browsing volume, relying on the more "violent" eye cover, now the new media or the Internet, business value depends on the participation of individual users and interaction.

Because of this, we need to pay special attention to what kind of service we can provide when individual users are involved in the new media. Enough for your personal strain? Including news to be able to customize, maps can be interactive positioning, see favorite movie Introduction mobile phone to take a photo can buy tickets ... are all possible ways.

"Good-looking" is not enough, "easy to use" more critical, from this perspective, the past to see the circulation of the media performance appraisal system is facing changes.

the internet enters the "real age"

South: There is a more fundamental problem, we can grasp the user, must be true?

Chen: Indeed, this is the root of all our prospects, and it is the place where Web2.0 is different from the past. In our view, it is because of the in-depth participation of individual users, full interaction, authenticity, credibility will be natural.

For example, we call ourselves social network services (SNS), the most basic service is the management and expansion of the relationship. Many people are surprised to hear that more than 1 million of our users are real names. In fact, you have to meet friends through friends, if not with the real name and who letter you? Most of our new users still use their real names.

Other Web2.0 platforms are the same. For example, it is not feasible to "make" a blog in the way of writing anonymous posts in the past, because you have to be "together" with the reader, long term interaction, and fake words are too easy to wear.

the individual will be the source of new media power

Nan du: In your opinion, how long will the new media or Web2.0 be able to blowout?

Chen: It will take some time, but not too long. We have become more and more aware that "service" will be fundamental. The figures that the media have seen in the various graphs and unified reports now become living individuals and individuals. They will be the source of power for the new media.

This is why Time magazine in last year's annual character selection, only wrote a big you.