Do you know what a light blog is?

The Light blog (light blogging) became popular in the 2010, in fact it was used to call it Tumblr mode, and Tumblr was founded in 2007. In China there are dots and tweets, and there are other individual similar services in the effort. But now, the main reason is that Sina launched the light blog last week, and I want to explain some of the views of Sina, perhaps to some friends also help.

First of all I think that the light blog is another high-end users to the low-end user radiation products, it must have its own unique living space. Then I think it's no problem to make a light blog for a second, but Sina shouldn't do it again. This is from the blog, Space, micro-blog talk about. Say before also want to do a definition, Internet Information Service Classification link-content and channel. Each information model involves these two parts.

First of all, blog is the BBS and CMS two kinds of content billing system after the birth of a personal content billing system. The common denominator of these three content billing systems is that they are responsible for generating content, only for the channels within the station (recommended reading, related news, the next post). They don't have a content channel outside the station, which means they can't tell users on the Internet what new content they have or what users need. In the era of the content billing system, which is the legendary WEB1.0 era, the search engine is provided for them. So the blog model is not built from the channel, it can consider the channel strategy, is doing a good job of SEO, tag, chain.

But the theoretical blog model is a channel concept, that is, for its improved RSS protocol. This is more progress than BBS and CMS. But why don't we feel it? The original blog pattern follows RSS or Atom subscription protocols, trackbacks, and even synchronous replies, but this is difficult to see in the early days of Chinese blogs. The blog mode survives in China as a portal affiliate channel, which is mainly related to people's surfing habits. Early RSS aggregation services failed in China, and people only browsed through the Internet and portals. Search engines are products that are discarded by some portals. Therefore, the blog in China there is no large-scale characteristics of information channels, is to use the portal to do one-stop content reading.

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Then came the concept of space, which, personally, was the catalyst for the MySpace model in China. Remember at that time MOP friend Circle is independent space, and the birth of the 05 Qzone of course is one of the most eye-catching works, its blog mode after the force of the situation also let it catch up with the space concept of the first hair. Then after the baptism of the blog Overlord is also a portal blog, in a blog based on the integration of space concepts. Space mode, according to MySpace account, is more personalized, more multimedia forms such as Picture audio and video, but the most important is the formation of user relations. RSS aggregation across sites becomes a one-way or two-way subscription relationship within a station, and the information that is subscribed to is dynamically appearing in personal space.

Therefore, the key to space is to solve the problem of the channel. Qzone The reason why the fire was a mess, Baidu space is not too hot, to a certain extent, the new and old channels of confrontation. Qzone use is based on the dynamic IM relationship push, Baidu space has a relationship, but the main or search river closure. Qzone can quickly and accurately push information, portal blog through content push can provide effective and value content, Baidu search It can only be the auxiliary channel of the search scene.

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Then there's Facebook and Twitter. Facebook is a simple, social product that doesn't have much to do with traditional content. Twitter creates a form of micro-information, and half-open relationships are important channel innovations. It uses a half-open relationship within the product, which is similar to moving the RSS-NET protocol to the local area network. Its content can be entered at will, similar to the user can freely for the RSS information to write the title, and then share out. It limits the number of words, ensures that information is short and flexible, and ensures that the interests of traditional content providers are not violated. Stand good position, oneself mainly is a channel business, all content can cooperate. Then there is the forwarding and sharing tool. Traffic is concentrated somewhere, not a specific content vendor, so users go on Twitter. Twitter maintains user relationships, maintains channels, and distracts traffic to content providers. This process is faster than search requirements and satisfies the rambling nature of information reading, so it is worth even more than search engines.

Explore the channel view of the Twitter model. The original idea of the Twitter model was not to channel the traditional content business, but rather an information broadcasting tool. For friends live broadcast status and ideas, micro-information. has taken a foothold in this demand, forming a social network. Then found that many of the user's ideas are from the outside, successive rounds of reflection, involved in a variety of content providers.

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After such a long review, we find that content and channels complement each other. Bbs/cms/blog by the search engine in series, and blog mode later there is a portal mode of rapid guidance, and then use based on the user relationship space model to push. The emergence of Twitter to split the channel again, SNS Service also plays an important role in the channel business identity.

However, the times are changing, some people feel that content and social channels can still be whole together, Tumblr appeared. It continues with RSS to Twitter's Half-open subscription relationship, mainly to improve the content model. Provides more personalization to make it closer to current publishing and reading habits. For example, mobile applications, photo album mode, collaborative editing, trendy personalization, refactoring information classification, Discovery mode.

Back to the present, the traditional powers on the light blog may be eyeing, that is, this article most want to think about the problem is how to do light blog. NetEase Blog In the past two months small show two strokes: one is to create in the blog product class without looking (wumii) Information Intelligent Association, but at present it is also the manual correlation stage; the second is to use the discovery function of the light blog first. Both of the objectives are to enhance the ability to push, are the value of information intelligent push to explore, in the user relationship before doing things.

And Sina, in the Beta Light blog. The earliest outgoing domain name is qing.blog.sina.com.cn, giving the impression that it is based on the encapsulation of the blog. But yesterday sent the invitation code, found that the domain name is qing.sina.com.cn, is the same level products. In detail, Sina Bo did not have another user relationship, but with Sina Weibo closely combined. Your follow relationship with Weibo is synchronized in real time, and you have to focus on your micro-bonnet, and if you cancel your attention, it will be canceled on Weibo. It looks like it's a bad thing.

Synchronizing or not synchronizing or not synchronizing is a big problem. Tencent has more pain and more say in this area. Tencent was doing Twitter mode surging, information and QQ signature can be bidirectional synchronization, user relations are not synchronized only recommended. Back Qzone friend independent maintenance, with QQ friends not completely equal, information is qzone to QQ one-way push. Integrated Qzone said, optional synchronous Tencent Weibo, Tencent friends (recently removed), QQ signature. In terms of user relations, these products are independent maintenance. And then through the repeated friend recommendation, to help users filter interested and fit the product scene friends. If Sina Light Blog does not synchronize microblogging relations, it needs to do so. Is that okay?

The half open channel of the light blog is indeed consistent with Weibo, but does not mean that the user group coincide. As long as 10% does not coincide, the damage caused by the huge, then my intuition is not only. Half open attention mode, and blog is consistent, then these two products users overlap is higher? I think so. What is the difference between the blog and the Light blog? The new information square mode, information publishing and presentation personalization are described above. You can't blog about these things? Make a blog lighter business plan, the underlying building does not need to change. Make it easier for users to publish a more handsome display of picture sets, making it easier for users to insert audio videos and other sharing. Push information is no longer dynamic and is displayed on the center page like a light blog. With some other layers of performance and operational adjustments, blogs can become stronger through incremental arming.

Another important reason for the evolution of blogging is to maintain a unified platform. Light Blog Channels feel more intense, because I focus on people's information real-time push in, I focus on the topic of new messages will be pushed or easy to click, I have a large search box can be real-time attention to a topic. Information level on the impact of this channel is very important, dot now search Huangtu indeed have a lot of, but with Sina blog accumulation can compare it. Then Sina must put the Bo and blog split, retrieval interoperability is a big problem.

You shouldn't think too much of the big powers, right? Fresh blood should be encouraged, right? (please indicate the source of reference, thank you)

Author: Craylin