How social applications can please users

Social intercourse, refers to the social communication between people and people, is the use of certain means (tools) to convey information, exchange ideas, to achieve a certain purpose of social activities. As an extension of human cognitive behavior, the internet has become a battleground for all products: from email to IM, to social networking, and today's mobile social applications. So what kind of social applications can be flattering in front of users?

Look at the product patterns of social applications first

TV series will often see such a bridge, a lot of people wearing suits and dresses with wine cups in a ballroom walking around, a few people gather together to greet the greetings, not lively. This is a real social scene restore, there is usually a theme, then attract everyone to come here, you can create value for this theme, you can learn more about the subject of information, you can chat with familiar friends, enhance each other's feelings, but also to meet new friends, broaden their contacts.

So back to social applications, take "Weibo" for example, social theme is "Anytime and anywhere to share the new son", users to create value for this theme is "Hair Weibo", to learn more about the topic is "Brush Weibo", "Forwarding" and "Reply" micro Blog to achieve the friendship of the promotion of friendship, "attention" More friends have been broadened by the connections. This shows that the essential element of a social application is the theme atmosphere and people who are interested in the user, where the creation of the theme atmosphere is initially based on product positioning, thus attracting like-minded users to the application to create the value of the theme atmosphere-content, and then more people are affected by the people and content here, So it slowly forms the ecological chain of the whole social application.

Go Vertical product positioning

In fact, the social application of product form is relatively easy to confirm, but really want to pull the first color on the battlefield, the biggest challenge is to determine the product positioning, in fact, is a social occasion of the theme of the atmosphere-why we come here, what can be done here. Already have QQ, Micro Bo, QQ space and micro-letter, so for many small startups and developers, our social application of product positioning is also free to spit? Of course not, users only need a micro blog, think of a few years ago, "hundred micro contend", now only "a single show" situation, We know that users have no mercy on homogeneous products, so we have to be "inventive" in the beginning of social application.

or return to life, think we will because of why the common interests and hobbies together, together after what things will do, and what happens by chance coincidence, who knows will become like-minded friends? Love singing people like to "Sing It", love travel people like "Cicada travels", on the same subway line of people playing "Sit Awhile", wherever you can try "meet". Or that sentence, the full amount of user needs to make a big platform to do it, from the vertical thinking to find the direction of mobile social products, can be a hobby, can also be the same behavior, more can be a goal trend.

Lightweight User Experience

This is determined by the mobile phone scene.

First, lets the user enter the application with the quickest speed. Need to pay attention to two points: first, try not to use independent registration. Maybe ten years ago, the user came to a product site, found that a feature must be registered or login to enter a mailbox address, waiting for a verification code, but today, the product does not give users such a troublesome experience. Borrow a third party account system, not only save the cost of their own development, but also reduce the user to use the threshold of products, why not. And the SSO function is for the third party account login icing on the cake, realizes the real one key instantaneous login. Second, the product in need of user account and then prompts the user to log in. Unless the social application is very mature, by word of mouth, let users feel "I do not use this on the out", the small public social application of the vertical is still to rely on a theme of the atmosphere to attract users, after all, or content, so it may be better to run a good content to let users taste, Log in again when the user needs it.

Second, the fastest speed for users to find the reason to come again. As I said before, a social application lets users linger over people who are interested and interested, and it is the people who are interested who create the content and the content that interests them. First said "person", each time to the classmate party notice to ask "who is going to ah?" XX will go? "So when the user first comes to a social application, he can help him find someone interested. The acquaintance relationship is relatively easy to let the user quickly into the unfamiliar environment, if the user is logged in with a third party account, then they can crawl the user's information in the third party account, know what the existing friends are already users of the social application, and recommend to the user to establish a relationship in time, A certain relationship will attract users to create content. However, we should pay attention to the third party product user relationship can only as a supplement to their own product user relationship, must not be completely dependent on, otherwise, as said before, homogeneous products can not give users the reason to stay. Instead, it is more necessary to run content that has already been generated by other users, and to attract new users with content to build friendships with content-generated users, which is a new social application that is a solid user relationship in order to find the reason for the user again.

Finally, let the user-generated content propagate at the fastest speed. The first attention is to make it easy for users to publish content, mobile phone has provided a very convenient voice input, photography, gestures and other content generation methods, in the product design must not be complicated, the mobile phone scene is not suitable for users to spend too much time to UGC, every step will let the product lost half of the users. The second is to use a third party social platform, guide users to the content of the simultaneous synchronization to the third party social platform, the quality of content to share to the third party social platform, attract more interested friends to come to the interaction, so easy for their social applications to establish a self operating system, so that the product content is more efficient dissemination.

In the famous Maslow's hierarchy of needs theory, social demand as a third level of human needs, whether it is QQ, Micro Bo, QQ space or micro-letter, initially we are just a to meet the needs of human social applications, when the user reaches a certain degree of evolution for the platform, from their product attributes, The ability to open to the vertical social application of products, it is really "cool under the tree."