Micro-Blog Cleaning Information flow: Official micro-marketing needs to change the game

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Wen/Shun Hai Guang

One

Recently, micro-blog has been informed that Weibo has recently launched an Information flow optimization program, the original in the user information flow in the low quality, low interaction and spam marketing information to limit the display, through the optimization of information flow, reducing users in the browsing micro-blog access to spam information frequency.

The limiting approach is large data recognition and user reporting.

will be limited information measures involved in the account information may be divided into three categories: low quality and low interactive type of micro-blog content, spam marketing information microblogging content, mandatory attention and account authorization generated by automatic micro-blog content and malicious brush screen and so on.

The definition of low quality information is probably as follows: a short period of time to publish content to form the same or highly similar microblogging (can be the same account continued to publish, may be different accounts at the same time), or in a short period of time, by some of the low quality app automatically send or automatically trigger the sharing of low interactive content, will be categorized as low quality and low interactive content. In addition, the user reported the microblog marketing information, as well as for users to take award-winning forwarding, application authorization, such as inducing attention or forced attention to the generated information flow content, the same account in a short period of time to publish a large number of brush screen Weibo, the use of cheating generated by other micro-blog content, will also be categorized into the garbage content, Will be included in the scope of the restricted display.

Two

The microblogging initiative should be a copy of Facebook. Facebook invented the information flow--news feed. Greatly changed the way information is transmitted, the priority of information is sorted by time, the newest is always on top, with the previous sort of information, this is a revolutionary change, but at the same time there are many drawbacks, such as those spam information as long as they can infiltrate the time flow, it is possible to be in an important position.

For this reason, as early as September 2006, the News feed has been objected to by thousands of users, in order to solve the problem of information overload, FB did a lot of attempts until 2010, Facebook in order to let page and ads content into the News feed, Start to do ranking mechanism, based on rank value of low value of information, News Feed user Story, page story, ads and in accordance with the value of real-time feedback sorting. In fact, every user's news feed on Facebook receives 1500 messages a day on average. But due to space and time constraints, Facebook usually provides 300 messages per user each day (the median is based on a random sample of 7,000 active users of a week in July 2013), and these results are sorted by ranking, does not guarantee that all feeds can be displayed.

Facebook uses algorithmic learning to sort through every piece of information, such as status updates, pictures, and videos. Ratings are determined by a number of factors, including the relationship between users, whether the user praises or reviews the content of the other, the user's previous interest in that type of content, and so on.

By "praising", "hiding" content, or by including users as friends or casual acquaintances, based on these dimensions, users are excluded from the content, and the behavior can affect what appears on their news feeds.

Facebook has a small adjustment called the "latest performer" (Last Actor) on the content posted by someone who is interested in highlighting users. If you "praise" or comment on a person's content, the next time the person releases the content will be in your news feed sort of the front. Facebook decides whether to improve the ranking based on the last 50 interactions between users and content.

Facebook found that the "praise", comments, and sharing of friends ' information increased user interaction by 5%, and that similar interactions in page information increased by 8%. In July 2013, the proportion of content being read increased from 57% to 70%. In other words, the user went through more information and read more. The adjustment is a good thing for Facebook because it improves the user experience, increases the time users spend on Facebook, and offers more opportunities for advertising. It also means that the content released by Facebook page owners (often businesses and brands) will be seen by more people.

Three

The original purpose of the micro-blog is to reduce information overload and enhance the user experience. But one of the problems is that there is a difference between Weibo and Facebook, Weibo is a mechanism of attention, attention and cancellation is an information shielding mechanism, whether the official technology to two times to eliminate harmful information? It is worth discussing.

The official idea may be this: the cancellation of attention is similar to the sentencing of a certain source of information to the death penalty, but now low quality information exists, if the encouragement of cancellation is likely to dampen activity, through technical means to remove, shielding is likely to achieve both worlds.

But the marketing number and the business officer may be a small impact on the marketing number, which may be fatal to the business Officer Micro-mixed.

In accordance with the rules disclosed above, marketing number released spam marketing information will be blocked, which undoubtedly asked, but also a good thing, but the business Officer micro problem is more complex, because before, the existence of the enterprise official micro-marketing, promotion of its products or planning activities. And the enterprise official micro often and marketing number cooperate with each other marketing. After the new measures, many business officials will have to rethink the significance of their existence and the way they exist.

Now micro-bo attitude has been very obvious, that is, do not support the enterprise official micro-disorderly marketing activities, especially viral marketing activities, want to do on Weibo marketing activities can also, this depends on the operation of the enterprise skills, how to let their own marketing activities to win the effective interaction of users. Micro Bo to the enterprise official micro-definition is to do service, do business service fans channel.

Although microblogging marketing has become the normal, but for most enterprises, actually just learned how to run their own official micro, how to carry out social marketing, estimated this time, but also face a transformation.

Four

Micro bo This flow optimization action, although on the surface is aimed at low quality information, but the essence of the purpose is to improve the stickiness of Weibo, increase the user's stay on the micro-blog time. Although micro-letters and other products are also in the micro-Bo Rob users, but can not help but say that information overload is also a lot of users complain about the important reason for Weibo.

Reducing the frequency of low quality, low interactive information is actually a more revealing opportunity for those who come from the user's social friends, in various fields, from the media author. The value of this is to let the content structure of the micro-blog more meta, so as to avoid the user's information flow by a part of the Big V account "kidnapping." With the increase in the content of personal users ' tweets, it is believed that users ' desire to speak and interact on Weibo will be more intense, which would encourage the real activity of microblogs.

This information flow optimization plan is another blockbuster action in the previous period of Weibo to crack down on marketing. If the marketing information is mostly reduced frequency, it should be helpful to improve the stickiness of the users. Now Weibo needs to consider is whether to continuously improve the low quality of information to reduce the accuracy of frequency.