How unreliable are the interactive drivers of social networks?

Now, any slightly larger site, there must be a personal homepage, a pile of user relations, a series of dynamic information flow, a group of users recommended. Is the user tired? Starting with Facebook and buzz, this feeling of tiredness is accumulating, ubiquitous, and avoiding, and can only be resigned.

I remember when I first started playing the forum (the deepest impression of the two forums: both health, the Sea of Heaven, are closed), set their own head, introduction, signature, seriously, like in the election of their only mask. Now, to a community, see choose the Avatar on the annoying, casually throw a picture of the system on top; see a bunch of user recommendations on the nausea, the recommended UGC almost no trust.

What's the problem? Certainly cannot generalize, the sensibility says:

Hey。 Everyone is too homogeneous, and in one mode desperately. Spell-dominant content, concept positioning, personalized recommendation, interactive relationship incentive and maintenance.

When the whole market competition is more and more fierce (especially in China ...), everyone's action changed shape (vest account, no emotion users, excessive content recommendation, etc., deformation of the accumulation of more and more, the page is crowded (first into the home will give you a double-decker navigation, frighten the individual), scare away the new users, annoying away the old users. At this time, a "demand subtraction" of the wind hit, still have a serious community is not for the wind, or sell the property (MySpace), or half dead (a society, certain space ...). You know).

What happened to the community?

The concept of the forum is too old, and fewer people love to play. Survival of the forum, will not be able to continue to attract a large number of new users, but only laurels son. Generalities of the Comprehensive forum, some can support a long time, like Tianya, mop, and some slowly hung. Service-oriented forums or local forums, you can live better, but have their own bottlenecks, the bottleneck is the "service area itself" or "regional scope" within.

Blogs are simply not suitable for communities. When the domestic blog to the community transformation of the tide, hold up and survive, only the portal, the other all dead. For the time being, traditional blogs, even less necessary for community, should be determined to be instrumental.

Social networking sites, once the most important drivers of cheesecake user interaction, are almost dead. With that in mind, social networking is actually the hardest community to do. Inadvertently, you will be deceived by user behavior, or by their own vision of the wishful thinking. Sadly, it is social networking sites that are now the most fiercely competitive battlefield.

Cut to the chase: Strong interactive drivers: (Social networking sites, no forums, blogs, etc.)

Sohu Blog Transformation Sohu Space, how * * * behavior. Baidu space every day to engage in chatting, how * * * behavior. Happy net unexpectedly want to borrow the game community without viscosity to engage in Micro Bo mode group discussion (seashells), how * * * behavior. NetEase dream Life is still online, how * * * behavior. (KAO, you do not * * *)

So, I think, having a strong interactive driver is the most powerful social networking boost:

One is strong interpersonal relationship. Other weak interpersonal relationships, including indirect relationships, play a role because of strong relationships. No first layer strong relationship, others are clouds

B bis is a strong demand relationship based on individual subjective behavior. Strong and strong demand, such as: Lonely Men and single women, strong desire to buy and individual buyers. (Why emphasize "individual subjective behavior"?): Because the demand relationship between the two parties, where one party is mainly group, it is impossible to do social.

C third, is to look at the relationship. I look to jobs, so I'm happy to interact around him on the basis of "seemingly" reciprocal interactions. (Cut ...) Seemingly equivalent, virtually impossible to peer, but stimulate user interaction, enough.

I carefully listed the above three items, racked my brains not to think of the 4th, and can not think of three all do not rely on, and the successful expansion of social networking sites. (Really small white)

There is also an interactive driving factor:

D but not necessarily four, based on high-quality content of the interaction (no a/b/c, only "high-quality" word). The problem, the factor D, this goods can not ah?

I feel almost impossible, especially in China. Quality content is certainly an interactive driver, but this factor is not strong enough to a/b/c three, and is highly susceptible to other factors:

1, "High quality" itself is a subjective judgment. itself is a matter of the beholder, do not take to the pit users. Take a step back, even if applied to a vertical field of quality content in the accepted standards to determine the quality of content. Can you guarantee that every user has this standard in mind? Most of it is done by editors. Oh

2, "quality content" can not shake the user character. People are selfish, lazy, cheap, hypocritical, especially in China. These are not conducive to the interactive behavior of the user nature, casually can overcome the "quality content" inspired by the vanity and exchange desire. No other strong factor (A/B/C) of the push, "quality content" is really helpless.

There may be other disturbing factors, but I'm desperate to think about these two points. Domestic, rely on factor d to start a big community, watercress should be regarded as a ball-ball story, high-quality content based on the two map of interest, and steady feed the group. In addition, there are few other successful cases.

Why talk about the "interactive drivers" issue?

Recently discussed a question, Tumblr exactly is a what website? If it's a community, how does it survive?

Undeniably, Tumblr's interactive relationship has been skillful, and a lot of reblog and like have already propped up the community's active degree. Compared to similar websites in China, Tumblr has three advantages: first, a good internet environment (you know), so that users can be quiet and normal to play the same product; the second is the general outward enthusiasm of the user group, that is more enthusiastic than the implicit people express foreigners; third, it is easier to import real interpersonal relationship ( FB and Twitter have brought huge traffic and user groups to Tumblr.

What is the environment in China? The competition is bad, the user is reserved, the real interpersonal relationship is not easy to do (everybody seals a point oh ~ ~). Therefore, if the domestic similar products like Tumblr, it is really difficult. It is not easy to walk this "high quality content community", but there is no other way to choose. "We are still in the early stages of integrating relationships with information," said Jack, who has been a little bit more than a few days ago. This is a huge opportunity ", a series of recent activities to expand the user base, but also clearly for real interpersonal relationships. The direction is right, the effect is hard to say. Moreover, even if the introduction of real interpersonal relationships, this relationship with the appropriate content to operate together to successfully stimulate interaction.

Seriously, everyone is very busy, the CPI is so strong, make a living is not easy, which have time to enjoy the interest ...

In summary, the domestic category of Tumblr products, to combine the domestic trend, the idea of a new plan, at least to leave a posterior. You can't continue to cheat yourself with an "unreliable interaction driver". Have a new plan, then can say to oneself: the community does not do, do a certain so-and-so is also good.

With a new plan, at least some peace of conscience. To be a new product, security is also necessary, even if it is to comfort themselves. Oh。