Has Twitter come to an end?

Cane Toad, a giant toad, is one of the top misfortune of Australia's ecological environment, and he is no longer as simple as the problem, and has even seriously threatened the survival of native Australian species.

At first, the reason for the introduction of the cane toad was because of the Australian government's attempt to control the wild hare and then into the Queensland sugar cane plantation to control the pest. In 1937, however, "gourmet" in the sugar cane garden could not satisfy more than 60,000 young toads, so they often ran out to hurt other animals and plants. Cane toads grow on average up to 15 inches long and never seem to be picky eaters, but only 0.5% of cane toads live to the breeding age. The severity of the ecological catastrophe caused by cane toads can be equated with the introduction of the country hare, which is typically a mistake to conceal another error.

Sadly, the damage to this ecological environment is almost irreversible. Of course, this article is not to say what biological science knowledge, but need to consider four aspects: root need to solve the loss, that is, the root attribute, demand, the settlement of benefits and profit and loss ratio.

The root attribute and the requirement are analyzed from the principle, and the solution force and the profit and loss ratio are based on practice. But the cruelty of reality shows that most people are standing in the latter two angles, plundering the visible material, doing the visible thing and then talking with the result. Because it is very boring, there is no very tricky or novel point of view, so we can skip attached to the theory of the root genus, to see as a direct demand.

Social networking is the process of simulating real-life social processes, which are essentially the attributes of the tools that store information, receive and send information. Just start thinking about this proposition, I compared the domestic several SNS platform: QQ space, Renren, Tencent Weibo and Sina Weibo. Apart from the details of the uneven, the overall function is basically the same. In other words, from the tool properties, several samples have no essential difference.

We can infer that: you are not fire, and you have no use, depends on the platform content outside the marketing tools. This does not seem to be a very novel point of view, but it is a very important premise.

With such a premise, standing on the actual operation level, it is not difficult to find that the key to determining a platform's basic traffic is marketing means, this is the first step. But to ensure stickiness, you need to come up with another premise-user contribution content, this is the second step. Of course, this premise is not shocking, but equally important.

So we have two prerequisites: first, the initial use rate and tool attributes are not very important, and the second is that the further development of the content of the attraction (that is, the user to create the weight of content) more and more importance. But even if it is important, we also score situations to discuss whether the "User contribution content" has value or where the value points.

So back to the point mentioned above--demand.

What's the use of your Weibo?

The two premise concludes that the social networking platform brings two things to users: the thrill of being promoted, of course, the source of such pleasure, and the sense of dependency that a user-made virtual society gives to every member.

Wait, these two things, which is really useful? If even a little of the actual use of the words, still can live so moist, obviously unscientific.

Here are some practical things: at the end of 2010, it was defined as sunny by the large grass roots. "Cold Jokes featured", "micro-blog comedy rankings" such as grassroots large each micro-Bo forward the amount of basic can guarantee about 6,000, and bring about 1000 comments, quote from a few natural soaring--less than one months from the Hundred yuan rise to the thousand Yuan. "

There have been surveys showing that the grassroots marketing of large fans of about 60% is white-collar and student groups, to attract the attention of users is very easy, but these media accounts are not natural and high-quality content, such as rough translation, blunt plagiarism and so on to ensure low cost and high production. Can be pushed up by the platform, basically fell, but the status quo is still no better, which is almost irreversible as a species invasion.

Looks really useless.

Fortunately, Weibo is not without tool attributes-communication also counts as a fundamental requirement. At the same time, the characteristics of the platform also determines that it has tolerance is a big compatibility, a variety of profit patterns can also be parasitic in it. But just like a star at a certain stage of fire and the level is not high also does not matter, just rely on these elusive attraction can not seize the user, even if the user is again large, people have "play" annoying day, after all, you are not blizzard.

Yet another focus is still alive-I call it a "cult temperament" account. Personal worship type of attention, a variety of high-end public awareness, bring the serious fans, Micro Bo may wish to learn from the model.

But from the results, all the so-called circles can contribute to the flow is just come and go with each other or black, not so much a controversy but rather in amateurs. A closer look at some of the recent controversy over the heat, the real "main battlefield" or the average user's forwarding volume and coverage. "Korea" war people's focus is not the logic of argumentation, even if "mano" to drag out the frame is just a slap, the event transforms's hot all in the "play" fans strategy. To implement is to use ignorance.

A key background to the side reaction is the user's general lack of logic and judgment, and can you expect users to see how logically there is "dry" content? Are you really that willing to make friends with nerds? Conversely, there are not a few platforms consciously doing content, some new media count, know that, the nutshell, Social media can't be counted. This crisis is irreversible.

In a word, it is impossible for social networks to do content.

"Play"? With "?" and finally "on" Weibo

From the user, stand in the perspective of the decision-makers, Micro Bo is the user to "play" or "use"? So clear positioning (or at least looking very clear positioning) is self-evident, so how to do?

First Watch "Play": "QQ Farm" very successful, but this is not the success of social platforms, the success of functionality and user habits, and the success of replication; the rest is "use", and it's good to communicate if it's not good--but in fact, Weibo wasn't meant to communicate at the beginning of the birth, From its unfriendly to extreme letters function can be found. Also, the user's sense of dependency is not reflected in the input, output two-way satisfaction, but in the content and form.

Back to a dead end: You cultivate users to see your content, but you do bad content, the wolf came three times, naturally lost form. So, from the entertainment property will dissipate-to draw you a cake, always a chewing day, and then to the decline of tool attributes, decided that Weibo from the root of the end has entered the late.

At present, Sina has more than 60% of the micro-blog traffic from the mobile end, the mobile portal as a strategy to pull up the valuation is no problem, but the user's point of view, moving the end of the big head means what? or in other words, regardless of the platform dependencies, what are the remaining needs of users? Just the need for the platform, without it.

In fact, for micro-blogging, we now have neither "play" nor "use", slowly become pure "on".

Cat "Double 11" topic related to the number of micro-Bo 53 million, Millet 2 generation 5 minutes sold out 50,000 units, plus a variety of hype "topic" or "hot spot", these micro-bo "Proud" of the "deeds" come and go are in marketing, as information transfer Bridge Micro Bo is indeed an indispensable link, but when the road "hot" How much space does the content have left after it becomes an advertisement? In essence, can attract users less or even closer to zero, but the stickiness of the platform firmly hold the user's heart, earn more than two strokes is not too much, who will consider the consequences?

Just like when we used to read a magazine when we went to the toilet, when the magazine slowly became a brochure, were you sure that the user could not find an alternative to the original demand ("reading", which is a demand for the platform)?

No villain's tragedy.

In the third quarter of 2011, Sina's stock was the highest in the history of US $147, July is only about 50 U.S. dollars, is now 50.22 U.S. dollars. Wall Street once valued Sina at $6.9 billion trillion, of which about 70% per cent were accounted for by microblogs. So, for Sina, consider so many "serious" problems to do?

We can't blame Sina.

So who should take responsibility for this problem? Not a professional sense of responsibility, but a real, worthless sense of responsibility. The real scary part of the reality is that no matter what the situation is, people who will make money can always get paid, what is the use of responsibility?

The world is not devoid of doers and visionaries, but also of scholarly scholars, who despise one another, let alone establish a connection. When the original silence of the world is full of all kinds of noise, we are not difficult to find the voice of the big focus, but gradually began to hear the sound of their own, this tragedy staged, who is behind the villain? Compared to the death of good people, can not find the bad people is a brutal and complete tragedy.

So don't be surprised to see the vandalism mob, or the street aunt, or the nerd in deep myopia. If you want a second life, be prepared to take the whipping you have in the world. For in this age, everyone is a sinner.

Conclusion

It's not about trying to sing the decline, it's about singing down the entire social network.

Under Chaos, there is no perfect practice, only a consequence of the practice. Whether it is a "soft landing", the focus is on the maintenance of the environment rather than profit, expand what business model is nonsense-business model everywhere, pervasive, find business model is the failure of the operator. How long, how to control, how to check and balance is another layer worth pondering the field, but unfortunately businessmen have little knowledge of academic, not those "worthless" ambitions.

The recent changes in Sina's understanding will no doubt drastically overhaul the "business model", which is still the deadline.

Weibo, walk well.