Social networking sites: "Killer apps" for Chinese-style withering

Guide: Over the past year, the focus of industry media attention has been around the group buying industry "two days of Ice and fire", while ignoring another forgotten corner: social networking sites.　　When the people of the popular stealing food, social networking, has long been in the scenery. "Into also steal vegetables, lose also steal vegetables" "killer application" of Chinese-style withered remember 08, 09 every day to the unit, around the colleagues regardless of men and women, almost all busy stealing vegetables, occupy parking spaces, so many units have to set up a ban and the content of the gateway to shield. At that time, on behalf of white-collar workers and students of the group of Happy Net, Renren two camps every collision, will focus on almost all the media's eyes, so that others are very envious.　　Social networking sites are known as "killer apps" that subvert traditional models. Today, whether happy or everyone, are facing a large loss of users. I think a lot of friends who still use SNS will have the same feeling with me: 09 My Happy NET, whether day or night, the information brush screen rate in five minutes to 10 minutes; two years later today, more than half of the network friends no longer landing, information brush screen rate is low, catch up with the holiday, home information update will be more than one day.　　And look at the industry, happy market in the foreseeable future, no shortage of capital ammunition for everyone's network is no longer, even the originator of Facebook also a few days ago, the first appeared in the stock market in the two level of the situation.　　And some people in the industry talk about the problem, a lot of views focused on: Happy "fell on the game", the mistake of the success of a game application as a platform for success, blind expansion, in the composite functional applications, user data analysis and platform open issues such as late, thereby losing the platform stickiness. In addition to internal reasons, the domestic microblogging network has given a heavy blow to social networks, according to the 2010-year data, the coincidence between users of social networks and microblogging users is 71.7%.　　This also can not help but sigh, "into also steal food, lose also steal food", the killer application of Chinese-style withered too dramatic. Advantage Analysis: Social networking sites should not have fallen so badly it has been felt that social networking sites should not fall so badly even in the face of strong microblogs.　　That's why I insist on using social networking sites. First of all, although social networking sites and Weibo users have a higher degree of overlap, but the function of the difference is very large: Weibo information is large, user-generated content, some celebrities or the value of the message spread faster, more extensive coverage, essentially rely on the platform to stick to the user, to some extent, the media; social networking sites do things that are relatively complex (games　　, diary, long post, third party services) to share, the user coverage is not enough but more related to each other, many friends, the essence is relying on the user's relationship to form a cohesive force. Second, social networking sites can now achieve more complex applications, such as albums and blogs, if users value more than general attention to an organization or someone.　　There is an urgent need for these component features of social networking sites, and Weibo is not currently implemented. Third, don't exaggerate the power of microblogs. To be honest, Weibo is both derivative in value andBusiness model exploration, in China out of "primary school has not yet graduated."　　Leaving the social network to fight back is both time and space. The reason for the global social network is that we are looking overseas. Why did you start using a word called "Chinese-style withering"? The development of social networking sites overseas is quite different from that in China.　　First, social networking sites such as Facebook, the social gaming web site, Zynga, are still in a stable growth period, with the former taking precedence over the commercial value of social networking sites and microblogs. Compared to domestic, overseas social networking sites pay more attention to user data extraction and research, as well as platform open integration. For example, Zynga is seen as the strongest of the many companies waiting to be IPOs, largely because of its powerful data capabilities, its social gaming life and research cycle is even in weeks; within Zynga, there are about 30,000 reports in each game area, including how to get users, how to retain users, How to guide users to pay, the game in the specific effects of each activity and so on.　　Such input and competitiveness, the result of user stickiness is conceivable. A turnaround: Social networking sites need to return to the "essential genes" just now, both micro-blogging and other online models are left with a lot of time and space for social networking.　　And the social network itself will usher in a turnaround: the era of mobile interconnection. For Chinese social networking sites, there are three things to do: 1, open platforms.　　Not only the attitude of openness, but also have their own ability to open the platform. 2. Promote new applications.　　For example, the hot "location service" is seen as the next killer app to "steal food" and continue to tap into the potential of web-game patterns. 3, find their own essential genes: what is SNS? Social receptacle services, to experience these three words, the core gene is "contact" and "service."　　How to make a real relationship between users, how to provide targeted, demanding services, rather than relying on simple "monomer or group" Web games, or a highly replicated, such as a small bargain group, such a temporary trend. By retaining genes, social networking does not "wither". Share to: