Interpersonal relationships in social media

The theory of six-degree space as the basic theory of social media is fascinating, however, any model in the face of reality inevitably have the tendency to abstract, in order to have generality, it is inevitable to eliminate some of the actual existence of some of the minor factors and variables, in turn, according to the model to return to reality, if not their own brain completion of these minor factors and variables, Will inevitably fit the result.

According to the six-degree space theory, any two people can relate to each other through the transfer of interpersonal relationships, but in fact, no one has any social connections that would cover all the people on the planet as they are in theory. Because the model outlines only one possibility, there is an important measure of interpersonal relationships besides "being and none"-"far and near". Each social attribute of the people are three-dimensional and multidimensional, in different positions, need to assume different roles, showing different responses. Different interpersonal relationships have different sense of distance, which not only reflects online, but also online.

Although social media is very strong in the use of the Internet to deconstruct the original interpersonal relationships, but does not mean that it will fundamentally subvert existing interpersonal relationships. To understand the operating mechanism of social media and to use the power of social media to carry out marketing activities, we must not simply try to replicate the existing offline relationships on the Internet, but we should first understand the offline relationships that already exist, and then analyze the characteristics of social media.

Different characteristics of several relationships

The purpose of the relationship is divided into two categories: to find a relationship and to maintain the relationship that has been established. And the completion of these two types of purposes are communication, social media play the role is to help people communicate.

Family, for most of the social attributes, family relationships are natural and most fundamental. To maintain this relationship, the role played by the Internet more is the role of contact, parents can be in the happy net and their children to determine the relationship between friends, but they are more exchanges will use other means. The recent relationship in the real world is rather far off in social media.

For a partner, social media can play the role of finding a relationship and is a promising way to find someone. But social media is also not the preferred way for established partners. For example, www.liageren.com such a website, the most suitable or long-distance love so difficult to choose other more efficient way of communication couples.

Thus, there is a great relationship between the distance of social media and geographical attribute, but the geographical attribute is not the only factor.

Geo-relations, once a number of geo-based Web sites, but the results do not seem to meet the founder's expectations, they thought that white-collar office as a starting point of interpersonal relationships will be active in the network, but in fact, if the elevator in the company's office to meet the opposite sex, rushed to accosted is of course the most efficient, And if we all appear in the same office every day, whether hooking up or not, abandoning the fast of the reality of the geopolitical relationship in disregard of, but turn to the internet, it is a bit impossible, after all, netizens meet found that people around more just coincidence novels.

With the community, the geographical relationship with the Office is because of its near, but it is difficult to transfer to the Internet. But the city as a geopolitical relationship is a more suitable for the transfer of social media relations. Especially when LBS is becoming more and more popular, it can be easily connected with the geo-geography anytime, anywhere, and some of the existing lifestyles are gradually changing. Now take out the phone can be found at any time from their own recent food, perhaps soon will be able to take out the phone can be found at any time can immediately come out and play their own people. As a basic application, LBS will play a different role in carrying different content. Through the nature of geography, social media is bound to change the original interpersonal relationship. Even century Jiayuan is also developing the application based on LBS, the function of the biological distribution of courtship information is realized by the way of science and technology.

The relationship between students and colleagues, these two relationships are not endowed by nature, but only for a period of time belong to the same organization. This kind of relation has the timeliness, the distance sense is also different in the different time. Social media can help people maintain relationships with their peers, but when they are released from the same attributes as an organization, interpersonal relationships will diverge: a personal relationship is transformed into a friend, and the general becomes an acquaintance who needs to be contacted, and the rest is forgotten. After all, the social relationships that people can handle and deal with are limited. Social media through the "Import contact List" and "fill in the information," and other features, it is possible to simply transfer existing social relationships to their own platforms to help users maintain and communicate with organizational attributes when they are released, but that does not mean that the former classmate who has not been a friend can be maintained to the original relationship strength. Existing students and colleagues in the use of the same social media, also because of the organization's attributes and selectively display information, such as "colleagues use Sina Weibo so I will use the rice, so I can complain about work and colleagues." Social relationships based on job requirements are also difficult to sustain over time because of the timeliness of their needs.

Friends are the most complex of all relationships, and the definition of a friend is a very different kind of interpersonal relationship. Among them, the Internet is the most able to discover and maintain, is the interesting edge of this kind of friend relationship. May be geographically distant, other social attributes vary greatly, but because of common interest, and to each other's real life no more close to the intersection, but more willing to communicate through social media. Take watercress as an example, although there is also the ability to import a contact list, but there is no other SNS common "who recently read your page" and "you pay attention to who he is also concerned about who" such as friends recommend, instead of common friends with other users, "You like the book Audio and video", with the fun edge to connect users, Through the information screening of the people who are really interested, and then through the attention of these people to filter out more information that they will be interested in, information and users fully integrated and mutual transformation, magnified the interest in the network role. The interest margin as the basis, and gradually to the geopolitical relationship, or electronic commerce to promote, but also greatly exert the social media the most fundamental "human" role. Based on the interest in watercress set up the focus on the object, not necessarily need further offline contact, but the depth and frequency of online communication can be more sustained and deepened because of interest.

Can the distance of the relationship be assessed?

The proximity of the relationship can be assessed, but obviously can not use some superficial indicators to quantify, such as perhaps every day you and colleagues on the phone, a week will give parents a phone call, from the frequency of communication and the length of time, obviously can not draw your relationship with colleagues than with parents closer to the conclusion. This is also the current social media marketing to face a problem. Zombie Fan is the most obvious phenomenon, the simple ID behind if there is no living person, the number is only a number, but not a force. This power can be word-of-mouth, impact, even sales, for example, E-commerce site bonobos no one noticed at first, but they used Facebook early to increase sales, and they had a slogan for their distinctive men's comfortable and good-looking trousers: "Wear kutch pants, no longer like diapers!" (End khaki diaper Butt) means that some boys wear trousers that look like they have big hips, as in the case of diapers, bonobos pants can solve this problem! Soon, Facebook started to bring business to bonobos, Later, bonobos sales of up to 20% are from Facebook, and its fan page only 12,000 people, it stressed that the 12,000 people have the common characteristics: "We are unable to find the fitted trousers, we do not like shopping!" (We couldn ' t find pants. We don ' t like shopping.

The existing microblogging marketing, most of which still stay in the "take a look at, together a lively send you an ipad" yell stage, do not put the core advantages of social media play out, it is difficult to imagine by this way and users to establish a continuous in-depth relationship.

Summary

Relationships vary widely and in different distances. Social media marketing is good because it pours people's power, can reach communication, whether between the user, or between the user and the brand. The essence of communication lies in the human heart, not in the body of an organ, but in the relationship between the two sides. Depending on the purpose of communication and the audience, the way and the tone of the relationship should be different. Transforming thinking, grasping common sense and taking people as the foundation will be the inevitable way for the brand to carry out social media marketing.