Attract users to publish content 'magic weapon'

This essay is just some common sense about community nurturing.

There is no universally accepted definition of "community" on the Internet. Personally think that the community is concerned about the content of the interpersonal relationship products, while users in the domain of the entire user base has a strong sense of identity. It has three typical characteristics, the first is the user output content; the second is through user relationships to enhance the interaction and output of content; the third is to have a common community culture.

Such as watercress, at the same time to meet these three points. Netease thread to meet 1/3, Sina microblogging is to meet 1/2. Therefore, the community characteristics of watercress is more typical.

Solve the three major problems in order to make a good community. First, you need to get users to post. Common solution is as follows:

1, traffic-driven, published a lot of attention can be obtained, including browsing / forwarding number, etc., for low-end users and business users is particularly effective.

2, Exchange-driven, published after the quality of the comments can be made, the definition of "quality" varies from person to person.

3, belonging to the drive, the home page as their own home, decorate personal space.

4, identity-driven, emitting the content / user / profile of my favorite special gas field, hoping to join them, which usually require a strong public display area to support.

The best solution is of course 1/2/3/4, but that's hard. The third of the four has been quite good. If only one of them can be achieved, the ceiling is quite limited.

Second, starting from the establishment of community relations, we need to help users understand each other and pay attention to each other. Common solution is as follows:

1, the establishment of public display area content, such as the classic forum, and the Douban in the book audio-visual comment exchange area is another type.

2, the implementation of content distribution mechanism, which requires two elements, one is the user's access to newsfeed habits, and second, the habit of forwarding content, the former part of the product architecture, which is part of community culture.

3, embedded in a personalized group to help users with similar interests found each other, unfortunately, the success rate of operation is extremely low.

More than three of the above, it is only the Douban community can do, but not the best way to effect the best - Sina microblogging strong interaction, strong forwarding, the entire experience is smooth. In contrast, the watercress jumped around between the newsfeed / public display / personalized forums, bypassing it and taking the plunge.

Finally, if the user has already published quality content and has established a minimum of concern, is not it true? My recent loss occurred here.

The last 10 months, due to the basic allocation of resources and running in place, the photographic community's products progress quickly, the content has greatly improved, but the interactive data never mention. I thought for a long time to find one of the reasons. Photography itself is a weak topic, and promoting communication often depends on relationships rather than content. I come to comment on your works often because I know you, you make new films, I say hello - user relationships will greatly enhance the intent to interact. The establishment of user relationship, in addition to mutual recognition based on the work, but also need to "mix a face familiar," that is more than you comment on me, I comment on you, reciprocity.

These are very simple truths, but the community ecology determines the chemical reaction. Our photography community to "group map" as the content of the particle size, set the publication threshold is relatively high, improve the visibility of the same time also reduces the user's frequency of publication. If newsfeed in the main published behavior, must be empty, rooted in the page does not support new things. Therefore, full of newsfeed is actually "like this" "push this" forwarding behavior, although rich and good-looking, but there is a great flaw is published in miserable.

To me, for example, I watched 146 people in the photography community, often over two or three pages of new things to see a published dynamic, all other like, push what. This means that low-frequency originals are redirected to high frequency. I may be concerned about the La La Ying, is her loyal fans, but I basically have no chance to see her new work, half a day without logging in new things, it was forwarded to the dynamic brush to the second page. And to look at the list to find La La Ying and quite troublesome, I'm too lazy to find, found did not know she recently made hair ......

So, the prosperity of new things can be misleading. Photographs of the characteristics of the group led to the posting and forwarding ratio may be 1:20, quality content is still fairly strong, but concerned about the user from "face to face" into a "face", after the concern rarely seen Each other's work, not to mention each other mutual assessment step on each other. As a result, the relationship between users can not be strengthened, the concern is only one number, and the lack of friendship behind the numbers. Although the user to see the picture is cool, the number and quality of comments is greatly reduced, the author is not enough encouragement, the community naturally can not lift the ceiling.

The corresponding product analysis point piecemeal there are many, do not repeat them. How to enhance the communication between users concerned is one of my previous negligence and also the third major issue in my community. This on the way also explains why the light blog comments are few and bad - since the topic of the picture is weak, the user's friendship and less, it should be said, Like and reblog to digest all the enthusiasm for the interaction.

Starting from the third quarter, I formally stepped down from the photography community's front line and became a retired veteran cadre, looking for suggestions for improvement in the field. Community product framework set at the beginning of the year, you can always fill, and now the product manager is doing better than me. The entire photographic community in China is in a recession and can not find the turning point. After all, strong interaction is the market trend and the relatively weak interaction (lack of practicality) products will face such a crisis. I did not big move, only with the opponents arch, who mistakes less, while sticking to the sniffing breach. In the fourth quarter will look for inspiration in the iPad application, on hand structured millions of original works, may wish to do a bit of novel articles.

And, because of relegation to the second line, for the community, it is estimated for a long time I have no experience to talk about. In recent months the mind is on the APP above, just launched into the water shortly after the company's project is still under exploration period, the private "dialect monarch" has been developed and ran aground, writing the plan blunt. Moreover, "standing team" skills above all else, what is the meaning of those miraculous kinky? Boring, take the time to make up Cambodia travel is the right way.