How to guide the topic in Weibo

After settling, there will always be new thinking. A very important philosophical idea in the Sutra of Morals is the thought of "reversion". So we might as well first do with a certain reduction, and then follow the trajectory to explore, perhaps more meaningful.

We take the information itself as the core, coupled with the stickiness of the consideration, in this dimension, the author divides the micro-blog into two aspects, namely:

1. The "Familiar connections" system based on strong relationships.

2. A "topic" system based on weak relationships.

In order to be able to disseminate the information effectively to the reader, the author several easy drafts, finally only to the above 2nd analyzes.

Also welcome everyone to participate in the discussion, the end of the text to leave the author's email.

I. " The role of Big V "is to form a central node."

From the "topic", we can not avoid Sina Weibo, which I have mentioned in previous articles, is due to the Internet company's genes.

The "Big V" in Sina Weibo was once very active. It has long been said that Sina Weibo is a publishing site for celebrities, which is at least inaccurate at the time of the information glut. The author thinks, "Big V" often acts as the information channel, not the information source. This is important because the information channel is often more valuable than the information itself.

The importance of the "Big V" is not embodied in the private dynamics provided by itself, but in its role as an important node in the network. For example, "Big V" the whole day of the global run, in various parts of the world Brush Micro bo, in fact, as a non-Ashes fans of ordinary users, the significance of your friends to go to Jiuzhaigou information on your valuable, which is the value of strong relationship system.

Friends who are interested in network ideas and complex systems can refer to Melanie Michelle's complex, which is no longer detailed here, and the author analyzes it only on a concrete level.

"Big V" often as a central or important node to forward or participate in the discussion of some topics, play a very strong contagious effect, and then will detonate the whole topic. Here it is necessary to explain the infectious role of the central node: in the micro-blogging system, the number of fans by the user, resulting in different levels, which from the spread of information in terms of the dimension is very dissimilar. Before five a good example, basically said: "On the traditional social networking sites, send a post, we are equal, to fight the number of posts, but on Weibo, no fans of the user to do the basic is invalid delivery." The author in the previous article has also mentioned: in the micro-bo system, zombie powder basically no real value, is this truth.

Two. What kind of topic is easy to reach tipping point-preferably "controversy".

To clarify one point first: the author does not think that can reach the tipping point of the topic is equivalent to a meaningful, in-depth topic.

The following begins with the description:

As a microblogging system, it is important to form effective topics.

Sometimes you will see some micro-blog site in doing some so-called topic guidance, which in fact there are many misunderstandings, often is that they will be the topic as a description of the problem, such as to allow users to take the initiative to complete the "#...#" type of narrative. Obviously, this is not able to see through the user's inner needs and desires. Let's torture: what is the motivation and reason for the user to take the initiative to complete the passive action? The answer is, of course, vague. Do not remove background knowledge, just from the outside of the cold face of users, this is a common problem of social networking sites.

I think that in the micro-blogging system, what is really the topic of gold content, how to guide the user spontaneous rather than mechanical completion of the operation, the core is the following words: Make the topic controversial.

Try to cite an example: when the public looked at the Weibo "Big V" on each other, basically even produced a "valid" topic. Analogy, the topic that can produce positive/negative emotion, all count is the so-called "good topic".

Three. How to effectively guide the topic-let users do multiple-choice rather than declarative questions.

"Controversy" out of the "topic", so that even if you want to lead a benign topic, is also learned.

On how to create a good topic, the author here gives their own thinking: let users do multiple-choice questions rather than statements. In layman's terms, it is to let the user choose the point of view stand team.

The detonation on Weibo relies on opinion rather than statement. All descriptive, neutral, and guessing, are "unreliable" guidance. They can be pooled into the main part of the flow of information, but they do not reach the tipping point. So the site itself does not have to do such a topic guide.

The same is true of traditional social networking sites, today, why the end of the world is still hot? How many acquaintances have you met on the horizon? The stickiness of the Tianya is built by the acquaintance system? The answer is quite the opposite, the less people you know on the horizon, the better, the weaker the relationship. Often can "detonate" the posts are vest for it. Remember that in a weak network, you and the "Big V" of the ordinary information is the same, there is no value, only the topic is omnipotent, only the controversial point of view can give users a peak experience. It is not a good site to say that social networking sites that do not satisfy users ' desires.

Next we exhaustively to do a little discussion, the author in the previous article Analysis to micro-blog "Connection" may emerge. In fact, flowers open two, each table one. In addition to KK's great "out of control", there is also a book, by the French social psychologist Gustav Le Pen, the English translation of "the crowd", not seen friends may wish to find a glimpse. We will find that the form of Weibo fits well with the ideas in this book, and in the end it tends to be one-sided: I, as a fan, then the content described in a is probably truth, and a is probably a fallacy. Such a conclusion would result in irrational judgments of a/non-A, thus forming a highly aggressive cluster effect or a human wave effect.

The topic magnifies the power, the lack of deep thinking. Word: Weibo makes information superficial.

Four. Summary-not to be a real, or to return to the essence of information.

We now see the microblogging site are moving towards more and more complex surface direction to do, want to add any function, to do the traditional product strategy. But in fact there is no need, professionalism is often stronger than the polyhedron, which is why no one will be at home with a Swiss Army knife to solve all problems. The same is true of micro-blog, do "Duty" is the heaven, do not blindly pursue the "surgery" level, but to return to the essence of the product concept of external entropy.

Weibo is actually a flow of information, let it become water first, this is the first step, and then appropriate from the muddy place stir, guide the flow direction of information, can achieve very good results.

Author: Guo Cheng, author email: catkin.guo (#) gmail.com