Social media users turn to "coterie": Meeting private needs

"While Facebook and Twitter remain the dominant social media sector," Social media users migrating to smaller circles, a commentary in the US CNN website, published in Tuesday, says But more and more startups are starting to focus on small social networking, not just expanding the user's interpersonal network, but rather controlling the scale. The following is the full text of the article: User differentiation in an era when most people are keen to accumulate Facebook friends and Twitter followers, some social media users look to the coterie, especially young people. Yes, Facebook and Twitter are still the big Facebook of social-sharing, with more than 1.2 billion active users and Twitter reaching 240 million. But in recent years, the most media-focused and attractive users are smaller social-sharing and messaging tools, mostly in the form of mobile apps. These services encourage users to send targeted messages to specific people or to small groups, and not to broadcast information to a wide audience. This does not mean that users will completely abandon Facebook in order to burn photos on Snapchat, or to share 6 seconds of short video on Vine. But these emerging social networks are becoming more and more popular, becoming an important channel of communication between young people. I think it's too early to say they're abandoning big social networks, but the audience is really dividing. Shaira Saille-Sternwood, a professor of journalism at the University of Minnesota, who is concerned with digital media and culture, said Shayla Thiel-stern. According to a report released last autumn by market research firm Globalwebindes, two of the fastest-growing applications for teens is vine and micro-mail, which is dedicated to recording and sharing short videos, and the latter is a mobile chat app. The use of micro-letters since the beginning of 2013 has risen by an astonishing 1021%. The same teens, about 56% per cent said they were active on Facebook, well below the 76% in early 2013. David Ebersman, the Facebook CFO, David Ebersmann in last year's earnings call: "Our active users are really shrinking, mostly teenagers." But the people of Purcell--and so on--are not surprising. First, young people always look for the newest and coolest things. Now their parents and grandparents are using Facebook, so it's definitely not a cool new thing. Second, young people love the applications that integrate visual, mobile, and social elements, she says. They are willing to take photos and videos with their phones and enjoy sharing experiences in ways that are not known to generations. However, these new platforms do not have a single big, but the schools of contention. 2013, Snapchat, Instagram and Vine downloaded more frequently than Twitter or Facebook on the Apple App Store. Facebook, which spent 19 billion dollars on a mobile chat application last month, WhatsApp 450 million users worldwide. Photo-sharing network Instagram currently has more than 150 million users. Silicon Valley's latest favourite is small, anonymous social applications such as Secret and Whisper. These applications combine gossip with the anonymity of the internet. You can still continue to post messages to the existing social network, but no one knows what friends say. Theoretical basis some observers believe that there is a reason why this trend can not be overlooked: after a while, it becomes more and more difficult to show a perfect image, especially to please parents, colleagues, friends, classmates. A survey last year by the Pew Research Center found that teens are less interested in Facebook because they don't like adults to expand their tentacles and share them over the top. But the report also points out that few users really abandon these social networks completely. In fact, the people who have the most connections on Facebook (over 600 friends) are the ones who are also most likely to use small social media. Dave Morin, a former Facebook employee, Dave Molin a private social network path in 2010, limiting users ' friends to 150 people (initially 50). The application did not meet the expectations of the outside world, and its growth was constrained partly by the privacy concerns of the early stages of development. But the service has not stopped, and currently has more than 25 million registered users. However, the company did not disclose more information such as active users. Maureen developed the theory of this application from the Oxford University psychologist and anthropologist Dunbar (Robin Dunbar). Dunbar believes that our brains can only maintain 150 stable relationships, and once that number is exceeded, it becomes very superficial. Ironically, some social-media sites have become too big to lose their social elements. Itai Simmerboim Itai Himelboim, a professor of telecommunications at the University of Georgia, says it is impossible for a person to maintain a lot of good friends either online or offline. Change mindset for many people, websites like Facebook and Twitter have become personal broadcast tools that allow them to tell a lot of people about their lives, but they don't really share much. Small social media, especially a platform that focuses on a particular interest or skill, can be an alternative, enabling people to create a controlled social network and invest in relationships. Simmerboim said. Some people are tired of maintaining social relationships on big websites. Twitter and Facebook are like huge arenas., we perform in public. People are getting tired of this state. ' That's why Snapchat feels so fresh, ' says Brian Moore, co-founder of privacy applications Cloak Blaine Moore. Snapchat can share after the burn pictures, eliminate the idea of the content of the pressure, do not have to think about whether others will point to praise or forwarding. Jay Baer, author and marketing consultant, Jay Barr that the trend dates back to the 2011, when little social networking was just emerging. In an article he cites stories that are often mentioned by major media, such as social media shrinking the world, and LinkedIn to connect with people you know, Facebook is about contacting people you once knew, and Twitter is about contacting people you want to know. It spreads like flu, because we intuitively think they make sense. But they all have a common premise: interacting with more people is inherently better than interacting with fewer people, says Barr. I've always believed that, and I've been quoting many times in speeches and blogs. But today, I don't believe anymore. (Ding Macro)