How local communities survive in the micro-blogging era

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In recent years, the Rise of micro-blog has a huge impact on the internet industry, micro-blog topic of immediacy, micro-bo celebrity influence, making the traditional BBS such as the end of the Earth, Mop's influence gradually replaced by micro-bo. But the local community is affected relatively small, a large number of local communities in micro-Bo, SNS and the major portals, the gap between the national community to grow up. Local communities are more localized, closer to the user, more integrated, more specific classification, with grassroots content and specific services to retain a large number of users, so still occupy a great advantage.

The status of local communities in the Internet industry is becoming more and more clear, and more and more people are starting to operate local communities and serve one user. At present, many local community websites, has been developed to a certain scale, has a stable user base and advertisers. What should the local community and the emerging local communities do to consolidate their current status and gain a foothold in the fiercely competitive and fast-changing Internet market?

First, there should be a clear positioning.

When the local community was founded, the first thing to do was to find a good position. Is it a community that publishes local news, discusses local dynamics, or interactive communities that share experiences, discuss experiences, or do new types of e-commerce (local consumer-to-consumer, local group buying, etc.)? Site Creation Initially, can only choose a focus on development, if the stall is too big, The result will only be that each part of the department will not be able to achieve benign development and may be halfway.

In particular, it is worth mentioning that a lot of local community webmaster in the site such as (Changchun pickled cabbage net) start because of quick success, took the golden goose the development way, at the beginning did not find the right position of the case blindly imitate some successful website, follow the trend of the various content piled in the station. In the rankings, advertising a great effort to attract a group of users and advertisers come, may be in a short period of time to gain some, but can not maintain the next sustainable development. Because the site does not have an accurate positioning, the larger the stall is more difficult to focus on the management and retention of a fixed user base, can not continue to allow users to get the information they want in the station, the end will only lose the development goals, the road is more narrow, until there is no way to go.

Secondly, the content operation should be carefully done.

Traditional BBS on the contents of the station is very important, the station operation is almost limited to delete the offending information and recommend hot posts. But with the development of the Internet, the users ' immediacy and accuracy of the information and the readability of the content are more and more demanding, which requires the website operators to work on the content. Community administrators every day in addition to the Community hot posts in the selection of valuable content to recommend, but also should choose some local hot topic to launch the discussion, or more directly to launch a series of unique perspective, the topic of fresh original content, gradually made into the station's characteristics. From the current development situation, the local site is the official media (especially the paper) The history of transformation and personal webmaster tide scouring the sand history. The local Web site, which eventually becomes the city's leading portal, may be the result of a government-media transition, or a Shari of hundreds of local community sites. Have content, can retain more core user, have user, have interaction, have interaction, can survive.

Third, we should make good use of local resources such as QQ group.

QQ Group is currently active and interactive the highest local crowd online gathering. There are quite a lot of local communities will be pulled away by QQ group popularity, many communities so even blocked QQ group and other keywords. However, with the integration of Discuz and QQ, QQ group can be an important means for local community to find the target users. Categories (such as photography, K songs, food groups (such as a city group) to collect local QQ group, participate in group discussions, organize activities within the group, take out some of the funds to support the group members of the offline Exchange, for your community to exchange a large number of loyal users. Especially in Discuz and QQ group binding, push function will make your post the first time in the QQ group to become the focus of discussion.

Four, should use micro-bo, SNS and other platforms to do a good job outside the station promotion.

At present, Sina Weibo, Tencent Micro Bo and Renren and other platforms gathered a large number of young active users, local communities should be early in these platforms to establish their own public home page, every day to choose some fresh topics, lovely or warm pictures, engage in small activities, small lottery to attract users ' attention and participation, not only for the site to pull more users, More can be in the next E-commerce promotional activities to gain a great advantage. The process of accumulating fans in the early period may need to invest a certain amount of money, the content of the daily release must be carefully selected, as far as possible beautiful, may consume considerable time and energy, but the next benefit is very considerable. The appropriate time can be combined with microblogging or SNS to launch their own app, simple and interesting, if the practical degree is also very high, better. As a traditional platform, the community can only renew its vitality by constantly combining with the new platform, so as to ensure the continuous attraction of the younger user groups.

In short, the local community at the beginning of the establishment of a good positioning, good ranking optimization and advertising at the same time more active in the search for young active users, a lot with the emerging Internet platform to combine, and then in the content of more efforts, it is not difficult in the fierce competition in the Internet industry footing.

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