Everyone can not keep the user's dead point: the product positioning of the completion of the failure to produce good content

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Social networking sites are called social networks because there are friends on the side. By browsing the original content of friends, can let us to understand friends, focus on friends, and friends interaction. This is what social networking sites call good content. and online writers write the self-help chicken soup dog blood love words, because these online writers themselves and we do not have much relationship, even if the content is interesting, also cannot become the mainstream content of social networking sites.

You ask me why? Because in the news client and other places with media attributes, there are full-time editors who can choose better articles for users, why should users go to social networking sites to find these pleasures?

So what I want to say is Renren: As China's only social networking site for college students, there is not much good in the community.

"I play everyone for three years, did not see a friend sent their original diary, and later even the state is not updated, a complete sharing, and QQ content, although also low quality, but every day students to say and log these things are quite a lot." A friend of mine used to say to me.

"Everyone is the most is to see the classmate share some funny jokes and videos, occasionally hair status, but recently only in the circle of friends hair." Another friend commented.

And then quote a Netizen's spit slot: a year down, I found that I have more than 30 of the status of everyone, and the log is only a random write, but sharing unexpectedly has more than 100!

According to Alexa data, everyone son station, a blog to 23.97% to become the first big stations, and share to 23.33 in the second (I am already old, do not know what the blog is the Son station ...), But when I opened the blog found inside content is also a patchwork of online content, I understand everything.

UGC content: In the end is "joke book" or diary?

In everyone's community, the proportion of users ' original content is not high. The process of the people is like you borrowed a joke book, the above things have seen, feel good, then take a notebook to write down the name! Then you want to move, think this thing is cumbersome, and the contents of these books are like chewing gum, chew it enough-Finally, this book to throw is not a pity.

But conversely, if everyone has a lot of user original content, then the user is like a diary, content is a common record of users and friends of their own life, is their precious memories, users want to go away in fact than to throw away the diary more heartache.

I am also a college student, why do college users not like to create their own things in everyone (this social networking site for college students)?

Or because the chain of relationships between people's communities is too loose, Renren has become a web site of "Strangers socializing", and interaction becomes hard to come by. Once the interaction does not give force, then the user will lose the original content of the power. As a sister told me, "I play everyone is because to the university, people are used, in order not to appear outdated, but also in order to do good relations with the students." ”

Friends recommend, too good!

Renren even changed its name, but its users are mainly college students. Growing up in the internet age of this group of college students, before entering college, most people have been frequent contact with the network, QQ, Weibo is of course the first contact. And everyone is a lot of people after college, in order to socialize with college students to play. Now the status quo of the university is: college students do not have a fixed classroom, no fixed life, the network occupies a lot of their time, some people down the university, a class of people are not fully recognized ...

In this case, everyone users because of the so-called friend Referral mechanism, on average, everyone has hundreds of friends. Take me and the people around me as examples, everyone's friends really have met only a few, and the relationship is really particularly good is less.

"You know this sister paper, too." ”

"Don't know, just have her all." ”

"So am I."

Such dialogues are often seen in universities.

The friends around me also told me, "to tell the truth, everyone's friends have seen only half of the talk, only one-fourth; the relationship is slightly further only one-eighth, the relationship is very good ... Hardly. ”

Chinese communication culture is more subtle, strangers see you sent a state, to you do not understand, and you are not close, who will have the mood to comment forward? For most student users, joining the early also commented on the status of the new addition of friends, but for a long time did not get a reply, "Make yourself very embarrassed, then nobody commented." I randomly surveyed more than 10 students in the university, 10 inside eight said all day brush everyone friends too much, forwarding share too much, resulting in often do not see the status of interactive friends. Therefore, the overload of information often drowns the user's original state, comments and other content, resulting in such a vicious circle: no content, no interaction, no interaction, resulting in no content.

Fiery interaction is not without, but often more by virtue of the star effect appears. For example, often a beautiful woman or a particularly outstanding user, you can see a lot of people who know or don't know to interact with, and the General DS group, no one cares. The problem is that such a DS group accounted for the majority of users, after all, Ma Jiajia this wonderful flower in the university is a minority.

At the beginning, the DS will be on everyone's status want to show off: Today eat Western food, so expensive ah! But there is no echo, then a lot of, but still quiet ... And surprised to see a tall rich handsome casually sent a sentence: Ah ... "There are dozens of or even hundreds of responses--a drop that hits the average user's heart and feels like a clown." You tell a joke but no one reacts, but people say something that can stop people from admiring, you can imagine this feeling, right?

Users who will not produce content, only the last to forwarding, sharing, forwarding, sharing ... Users can only use this behavior to show their individuality, to brush the sense of existence.

Over time, Renren has become a major "information" access to the Web site, social, but become an appendage.

Unfortunately, the information quality of Renren is too poor (there is a large majority of things without moral and moral limits). Social compared to QQ, content is not the same as Weibo, such things become a college students really boring plaything.

The opportunities that everyone misses

In my opinion, everyone actually has a lot of opportunities to mobilize the enthusiasm of the user, to active relationship chain, so that strangers become familiar with. As long as it is rooted in the campus, digging deep into the needs of users, using demand to mobilize the enthusiasm of interaction, this "flattening" form can still be changed, but it did not seize the opportunity to establish mechanisms to mobilize.

Like a: Strange friends need

Most of the time closed in the campus college students, need their own independent life, but also began to learn to live independently, so with all kinds of troubles, the demand is more up. And it's not hard to use these needs to increase interaction, for example, seniors to help learn sister repair computer such a bridge, if the construction of a bridge between this, you can create a communication opportunities, repair the computer at the same time the seniors realize their own value, and know the school sister, learn to solve the difficulties and at the same time know the seniors- This kind of acquaintance is more than shaking a shake do not know how many times, and this will produce how many interactive opportunity Ah!

For example: The application of class timetable

In addition, the university is not the same as the high school, unlike the blackboard on the board to update the curriculum does not need to record, and university situation is, if you do not take the timetable, you may not find the classroom. The schedule, which everyone needs, is very much in the market, and the rate of daily opening is naturally high. and university common "on Classes", mixed a lot of different professions do not know each other, among them "friends" is the demand. University curriculum, boring majority, students play mobile phone in the majority, if there are social software can be designed specifically for this kind of stranger scene design function, this kind of friends, is not more than the algorithm to calculate the best friend Recommendation mechanism good?!

A similar level of demand activity is enough to support a social networking site. If you guide users to use these functions at high frequencies, it is likely to give everyone the tightness of the relationship chain to bring a qualitative improvement. And we do not see such a thing, but see is a tragic aerial imitation show: the class Pinterest web site Windmills, class Snapchat program Feifei, pop, Meimei and letters ... Most of the products are dead, and the undead are dying.

This kind of product, and the market already exists in comparison with the product is not different, but there is a more "valuable" fuzzy prospects. The user has it also does not have the opportunity and the friend to carry on the network to have more interaction, also will not let the user produce to the original content the idea.

In mobilizing the enthusiasm of the user interaction, everyone finished. Instead of creating a mechanism to mobilize the user's enthusiasm for the root cause, is the network of all the weather is not grounded gas.

The end of product positioning

Chen has been hanging on the tip of the mouth, everyone is the story of Facebook+groupon+zynga+linkedin, the leader's face toward the top, that everyone's "face" nature is always proud of the "above." When Renren is also called the School network, in order to occupy market share, has been held in various universities "registered account to send chicken legs" activities, as long as you register on the spot Renren, you can take a chicken leg in the canteen, this may be the most grounding of everyone's network.

Do you know what is the only time for college students to see Renren? One second-tier provincial capital city student union president once spat that only when the party was held ... Specifically, student organizers have access to a large screen sponsored by everyone, free to use live broadcast news on the "wall" experience.

Such examples suffice to say that Renren is far from college. Renren hangs in the air, away from its mother Gaia, a Chinese university student, an Aetna Russian, who leaves the land and is strangled by Hercules. And how much of the weed Hercules has been drilled out of the student land below, and I have sorted and narrated the weeds in an article last year.

Without a close chain of relationships, there is no positive interaction, and users are not motivated to insist on creating content. And everyone does not pick up the atmosphere, not to create mechanisms to mobilize the enthusiasm of users, so that the relationship chain become close.

Without input, there is no cost to leave. How does a lover retain the other half who has not invested much in himself? Then only the users who share the forwarding and silence of everyone, when the user feel that the use of everyone will be very low, how can retain the heart is no longer its users.

"This article is the author of the micro-letter, please pay attention to the dark Open (Itdigger), micro-blog @ ning Qiu"