Comments on Weibo and large data mining in social media

Twitter, on the other side of the ocean, plunged into slow business growth, the moment of lack of innovation, the listing of Sina Weibo has been the launch of a series of "new products", such as the opening of micro-blog payment, the introduction of micro-blog games, micro-blog reviews and rumors of the media program, but look at these products, including micro-bo payment relies on Ali Alipay Micro-Bo game derived from the previous micro-games, only micro-blog reviews, can be called a new product (since the media plan has not been announced, here for the time being). From the perspective of product design, micro-blog reviews and other vertical categories of comments on the site there is not much difference, but from the data and dissemination level, comments more like the launch of micro-blogging data program-and may use large data to open the next business closed loop.

Weibo reviews and social media data mining

Social media is a natural carrier of massive data. But these massive social media data are hard to "use" directly, and we'll just call raw data from social media--"raw" data, like oil, and raw data needs to be cleaned and refined to form some kind of value. The question before the data processors is: How to cope with the plethora of unstructured data on social media?

The so-called unstructured data is relative to structured data, the difference is that unstructured data can not use the database two-dimensional table to show, for example, e-mail, Office documents, video and audio are unstructured data. In social media, a lot of data is in the "unstructured" state, a complaint, a chicken soup from B, a picture of C ... all this, when the user volume is magnified to tens of millions of or even hundreds of millions of. The processing of these data becomes more difficult, and its input will become larger. For now, companies that really address unstructured data on social media are also well-established IT companies, including IBM and Oracle.

So what is the relationship between micro-blog reviews and (non) structured data? I think, is a "curve to save the nation" strategy. First of all, micro-Boijan is the current domestic data volume, the most users of the social platform, data is wasted on a daily basis because of the lack of efficient use (such as aggregation) of data (in a sense, data is an asset, and a large amount of data is a time-lapse asset – it is worthless to leave the effective), but as noted above , the powerful technical capabilities needed to tap into these unstructured data, Sina is still hard to complete, and a test for any company.

Thus, the value of the micro-blog reviews reflected. Since the previous microblogging data are not available, then do not lose valuable data in the future. This micro-blog reviews the first launch of the "movie" reviews, so that users of a film before the words of evaluation completely aggregated in the film's separate page. After that, the music, books, restaurants and so on will be on-line. People inside the microblog say that this is to make the data formatted, that is, to make the data structured or semi-structured.

What are the advantages of formatted data?

Answer with a very hot word in the IT industry: insight. The value of large data is not in the amount of data, but in the ability to gain insight (value) from it. By the same token, many people know that micro-blogging data is a gold mine, and many companies began to tap the data, micro-blog earnings also revealed that the data will become a major part of the commercialization of micro-blog. On the other hand, Weibo data is more complex than Twitter data, such as Weibo's media attributes, which make it more data-heavy. Twitter users are also keen on tag usage, which in part eases the difficulty of data aggregation, and Weibo users are not accustomed to using tag. Therefore, micro-blog their own way to comment on some of the industry (film and television, books) data format, will give these industries a certain degree of insight, and the results, there are also uncertainties.

The advantages of Weibo reviews

When it comes to reviews of products, people can not help but think about the restaurant's public comments, reviews book film of Watercress, micro-blog reviews at the beginning also announced into the film review field, and then to the catering, book development. Compared with previous products, micro-blog reviews in the "comment" this link is not innovative, but "comments" after the "sharing" link has a huge advantage-micro-BO chain transmission. With this communication mechanism, some seemingly casual content will explode instantly, thus forming a hot topic. In turn, some of the other events of hot topics, will also lead people to the relevant content of the comments, such as the Haibo event, there is a lot of discussion of Yellow starred in films, television microblogging content. This mechanism of feedback and negative feedback forms the unique ecological mechanism of micro-blog reviews.

Second, the micro-blog comments on the operation of the concept of continuation of the traditional celebrity, star mechanism, the establishment of the People's team, this difference from other reviews of the site spontaneous way of comment. Because of relying on micro-BO platform, industry name people are also convenient to their respective industries to do a comment. In addition, Weibo has always been a celebrity operating ability to say, this to the micro-blog comments on the promotion of the early period is of great significance.

Micro-Blog reviews at the beginning of the six major sections of the comments, covering the people's Daily necessities. Besides, I think there is a lot of room for imagination. Online, users can comment on an online shop or electric business platform, under the line, comments on a shopping mall, brand, a specific commodity (such as digital products), a residential community or even a specific company. These previously scattered content, if they can be aggregated through the form of comments on the industry, enterprises and even individuals, is a kind of insight to promote.

If the micro-payment is borrowed power (Alipay), micro-game is occasion (World Cup topic), then the micro-blog reviews is the embodiment of self-reliance. Digging gold from the data mines is not easy, but the data gold mines will not dry up, but the greater the value, it may bring a new business closure to Weibo. Next, it is time to test the operation of microblogging products.