Community website Three kinds of user analysis focus on the existence of "people"

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Three kinds of people in the community

Being an online community is becoming more and more popular, and it is not a good idea to have a "no socialization factor". Community sites are focused on the existence of "people", and carefully divided into about three kinds of users.

The first kind of user, according to one of my friends, is "peacock" type of users. This kind of user usually belongs to a celebrity or a circle of celebrities, has a certain appeal. A peacock user login, will bring more users, the benefits are obvious. But another feature of peacock users is what community operators should notice: TA usually treats the community as a personal show, fiddling with his feathers to attract more fans (onlookers). Peacock users are actually very low on social interest (not without), in contrast, TA more focus on relying on the community, to forge their own ID into an influential from the media.

Sina Weibo relies on celebrity strategy, attracting a lot of peacock-type users. After this type of user becomes the mainstream of a community, the community ceases to be a community and becomes a media: social media (social). For the network Community operators, it is only these peacock users of the user data, and 10 times times more than their number of fan groups, the face is actually quite vague. The ultimate commercial reality of social media is "broadcast" advertising, and this way, and the real difference between the portal media, is not much.

The second category of users, and the peacock accompanied by the birth, "fan" type of users. In the eyes of the fans, they are more concerned with what the peacock says than with the peacock-though once the peacock interacts with the fans to get the thrill of the latter-because they know that the peacock is afraid of being too busy. Fans ' desire for information is greater than the desire for people, and it becomes one of the most important drivers of social media that results in a community. I can say that it is the conspiracy of peacocks and fans to form a social media. The more the peacock, the more fans, the peacock will toss more vigorously, can not judge the user attributes of the more fans, media situation will be stronger.

The third type of user is the key to a community in real sense. I'll call it a "tool" User: Ta sees the community as a communication tool, like its own phone.

In fact, China's largest online community is the QQ that began to operate in the 98. In the QQ group, the Peacock and the fans are non-existent, and some are just a huge number of users as a communication tool. QQ chat field, no Show field, a never talk to your QQ users, there is no need to exist in your QQ friends list.

Social communication, according to the academic expression of communication is "interpersonal communications", and Zhang and Doe can spread the premise of interpersonal communication: self disclosure. This is what the theory of strangers is talking about: people socialize when they're constantly revealing themselves. The more iron the relationship is, the more they reveal themselves. It's hard to imagine two of people who don't do or rarely reveal themselves to be able to do long social activities. And the disclosure of this, if spread on the network, just become the operator to get the user attributes of the starting point.

However, QQ is not a website face to the image of the appearance. Although QQ users will be mutual disclosure, but they do not in the QQ provided some of the fill in the blank to enter their own real information (such as name). Because for a user, TA to find another person, through the latter told TA's QQ number to complete, this is quite different from Facebook. But as an article in earlier in this column that discusses the differences between Facebook and QQ, the approach is quite different. As the 98 on the departure of the QQ, it can not wait for the so-called precision advertising (in that era of China, even the internet advertising is a lot of brand companies are skeptical of things), it will only be a large number of users to other can be seen on the road to guide, such as games. Facebook, which only appeared in 04, has faced a business that accepts online advertising and is dissatisfied with broadcast advertising, using the social attributes of the user's own disclosure to launch precision advertising.

Sina Weibo with the help of peacock users rose, it does bring some trouble to QQ, after all, the user's time is limited, in micro-blog more than a minute, will cause TA in qq spend a minute less. But it actually does not shake the fundamental of QQ. From CNNIC's 29th report on China's Internet development in January this year, we see that instant messaging tools have climbed to the top of China's network applications in the context of the rapid development of Weibo. This is a pretty interesting point: The new application is Gongchenglvede, it's not surprising that old apps are still standing and climbing.

Nowadays, mobile reading community is a hot spot in the network community, the traditional giant netease Tencent relies on its own powerful editorial team to form its own social media, the road is better to go, but for the new zaker, vivame, fresh fruit and so on, the community operation is a kind of differentiated competition. If you are concerned about this so-called community information, it is necessary to find a little peacock-type users who will share in the community a lot of the information that TA is interested in--which is what the Giants will do, but if you pay attention to the communication based on reading, I'm not necessarily clinging to the peacock. Because the more peacocks, the more fans. A user plays a fan in the community, and TA often no longer regard the community as a social tool, and the future competition with the Giants will become difficult.