Comment: What do you learn from the achievements of Weibo?

Zhou Yi The most significant change in the domestic internet industry in the last two years is probably the rise of Weibo, since the beginning of the year, the situation is gradually clear, the major portals to the main battlefield to the micro-blog, and Sina also because of its success in micro-blogging against years of decline; The result was somewhat unexpected, and when Twitter was launched five years ago, It's very rare, because it's a really weird thing, it is a tool of speech, not a place for long speeches, but from our general understanding of the Act of speaking, it lacks some key elements: it does not create a sense of scene for the speaker, and it is difficult for them to perceive exactly who they are talking to,　　It provides a tool for talking to oneself, except that it's a kind of self-talk that anyone can hear, just like a muttered speaker with a microphone in his mouth and a big horn on the square. No wonder that when it first appeared, many people laughed at the only extreme narcissists who liked this kind of thing; by contrast, IM, BBS and blog are more "natural", when you talk to people on the MSN, it is very clear to talk to a specific person, you say every word is expected to receive a response,　　So if you find that someone is not who you think you are, or a vest, or even a robot, you will be annoyed, or at least disappointed. BBS also provides a good sense of scene, each successful forum brings together a stable group of participants, understanding each other as the dialogue continues to accumulate, and all statements are organized in a variety of topics, such exchanges and accumulation will form collective memory, continuing interest and topic, and even some common historical and subculture　　, although the blog is more isolated than the BBS, but usually there is a stable readership, it sometimes like the private living room salon, but each party is the topic of the host to launch. On the contrary, Weibo is a centralized structure, due to the lack of relevance between attention and attention, it lacks the aggregation point to attract speech, interest and participants to converge to certain scenes, so its information dissemination is diffuse and drift, although a few celebrities have a large number of followers, but this relationship is one-way, there is no possibility of interaction between them　　However, this seemingly unnatural mode is very successful, but the BBS and blog which had been placed great expectations have increasingly lost the support of large operators, the status gradually marginalized. One of the lessons that can be drawn from this contrast is that when people are talking, they may not need a specific person to tell them, make sure that he or they are listening and respond, and that they need just "probably someone will hear it", that is to say, the need to talk and express,　　can be satisfied independently of the needs of dialogue and communication; Although language is clearly evolved to communicate, it seems that since it emerged there have been other instincts that have worked around it. Of course, some microblogging users still do not let the exchange of interactive demand caused by anxiety, still concerned about whether their comments received attention and response, still accustomed toReading and replying to other people's comments, it is said that someone will often check their fan list, but they are obviously not the main users of Weibo, on Weibo, these habits are outdated, where is not the exchange of dialogue places, keep these expectations and habits, people will find themselves playing very difficult, very uncomfortable. Once people no longer care if their words are heard or answered, and would like to murmur to the microphone that I don't know where to go, a wonderful result emerges: the huge network woven by these countless microphones constitutes an unprecedented and highly efficient communication environment, because it is to be centralized, not convergent,　　Erratic and diffuse, a message that meets certain characteristics, captures a common sensibility, scratches a regular itch, or touches a star with countless fans, can be overwhelming in a matter of minutes. The achievement of Weibo is based on the effectiveness of this communication, in other ways, it has no merit; In addition to news alerts, it is not a good place to produce content, in fact, it is highly dependent on the content of other sources, it may be considered as a powerful and efficient forwarders, The rapid and widespread spread of information from elsewhere to all corners, this is also the core value of micro-blog, from this point of view, microblogging and traditional portal news, BBS and blog content production platform, there is no alternative relationship, a valid connection with its content production source, will not be eliminated by it, but may grow because of it. Share to: