Microblogging and microblogging information architecture product gaps and impacts

Some time ago carefully to the domestic micro-Bo products have studied a lap. So I can finally write this article.

This topic is complicated, and I start with the information architecture, and it's about the ways of communication, the community, the reading burden and the filtering of information, the third party and the openness. Finally, I will use my blog over the past few years of access to data on Sina Weibo and Twitter communication ability to do a brief analysis.

In addition to the following refers to a particular product, I use domestic micro-blog on behalf of the domestic apart from all other micro-blog, because their products are very similar.

Information Architecture

All information on Twitter is equal and no information is more equal than others. There is no so-called comment, you can choose the form of love to add comments in RT, if you do not want to be more people see, you can directly reply to each other, if only want to forward, you can use retweet. In the Twitter architecture, only this level of information is exactly the same. Twitter does not offer a domestic "microblogging" comment function, because once there is a comment, the information is no longer equal.

In addition to domestic food, all of the micro-blog added comments. This is a very easy decision to make, because someone will always say "no comment is inconvenient". Plus the comments look good and it's not difficult. But there are problems.

Comments make the information no longer equal, and the tweets that are sent are the main, with all the comments attached to it. Once a tweet has been deleted, its comments disappear, which also fully reflects their affiliation. If you do not go out to see the comments, the general comment will not be seen by more people. Even the follower (fans and followers of the wall) are not visible. This seriously reduces the use of information efficiency. In this system of information equality for Twitter, my comments in RT form will be seen by my follower and will go into public timeline. These comments will again arouse discussion or be RT. These RT also helped spread the information I was commenting on. The speed and intensity of such information dissemination is not achievable in other systems.

To solve this problem, the domestic microblogging also has a forwarding function. Forwarding and commenting and not commenting on both, regardless of which forwarding, forwarded content has become a forwarding of a microblog, this microblogging can also be forwarded and commented. So the question arises, and the comments are attached to the tweets that have been forwarded, rather than the original microblog, so they are difficult to be seen by the original author, only to be seen by the forwarding person.

The comment level on the forwarded microblog is even lower, not only by the reviewers ' follower, but also by the original authors who should have seen it.

Worse still, the people who made the comments had no way to backtrack on the comments they had made. Unless he has recorded all the comments posted on the address of the push-buddy hint, found that this feature is available, point to the right of my comments, and then point to the comments issued above. In the Twitter system, any information that users create is a user's timeline, which is a user's digital asset and should not be discarded easily. In the domestic microblogging system, comments are only second-class citizens, once issued, and the creator is not related to the creator is difficult to backtrack, the information will be deleted and disappeared with the original microblog authors. Of course, in these for their own interests can be arbitrarily modified user accounts, delete user information and even banned products, so that users create the information disappeared has never been a problem to consider.

It can be seen that although the comments create some convenience, but also bring a lot of trouble. But there are also differences in the product definitions of these micro-blogs in China, they do not want to create an equal information ecology, but to create a celebrity speech, ordinary people listen to the information system, which is slightly better than the traditional newspaper radio and television, the full equality, fast and efficient information system gap is still very large.

In view of its product positioning, celebrities will feel more satisfied, more people enk pleasure. The efficiency of the commentary is so low that it makes it less easy for celebrities to be known when they make a fool of themselves.

In essence, the domestic microblog is a variety of BBS, even can be a variant of news commentary. Compared to the NetEase news, in addition to no names, it seems that there is not much difference.

The domestic micro-blog so far did not give comments and comments, if there is this function, it can be under the Weibo cover NetEase news comments of the kind of building, but also more convenient to quarrel. It should look better from KPIs and user active numbers, so hopefully someone will be able to add this feature in the future--which, by their logic, makes it easier for users, doesn't it?

Many people claim Sina has comments, so the user experience is better than Twitter. I think it is a professional thing to talk about product experience, not just any one who thinks what good is good, the word user experience because it is too easy to understand, make the comment is not difficult, in fact, most of the evaluation of the product experience flow on the surface, very superficial. Add a comment function, it is easy to do, whether Twitter or rice, want to add this function is no difficulty, why do they not do? There is a natural reason behind this.

Note, domestic microblogs can use the "comments as my microblog release" approach, the following section will refer to the forwarding + comments, but still a considerable proportion of information simply become comments and lost.

Two information dissemination

The point of Twitter is to change the way information travels. Before that, people had a single center of communication (radio and television media), there is also a single center with a small number of interactive mode of communication (radio and television + SMS interaction), but also a multi-center group communication (BBS, mail Group), the common advantages of these modes of communication is that the sound can be magnified to a great disadvantage is that the way of information dissemination is monopolized, Ordinary people and even celebrities can't make their own real voices.

Twitter has created a completely independent way of disseminating information, with no center, two-way, no group, and all information flowing rapidly at one level. This is a huge amplifier, and although Twitter also has a tendency to have some celebrities centered on the number of FO, it is, in general, the most balanced way to spread the current.

The domestic microblogging and BBS similar, is the multi-center group communication mode.

On Twitter, as long as your information has been discussed by other people, in the discussion at the same time was spread, the dissemination of the same time can be triggered by a new discussion, information along the numerous links quickly spread open, edge propagation side split more branches, this is a nuclear explosion like the chain of transmission.

In the domestic microblog, if everyone uses forwarding + comments, the route followed by a microblog is similar to Twitter. But with a non forwarded comment, everything becomes different. Assuming that 1/4 of people use comments instead of forwarding to express their views on the original microblog (in fact far above that ratio), then 1/4 of the opportunities that could have triggered chain-like transmission have been wiped out. These comments may have generated more commentary and other special events, but once they have gone into the domestic microblogging review system, they have disappeared and have little chance of getting into the spread.

The domestic microblogging system is more suitable for celebrities, whose fans are so large that they can not care less about the 1/4 transmission efficiency loss, or even 1/2 of the transmission loss. Even they can simply not read the comments, objectively reducing the pressure on them to process information. But for the average person, the system is brutal, and the result is that the message of ordinary people is not being transmitted. Qian on Sina Weibo for half a year, his message is not unimportant, but spread open? In this kind of system, the grass root is powerless, the average person gathers how many people, also cannot let the information really fully spread, must rely on the official or the celebrity power to be possible.

Isn't this a BBS or a radio station? Just give the ordinary people some illusion, let them feel closer to the celebrity ... In fact, even without micro-blogging, the voice of celebrities can be fully amplified, they are more than ordinary people, and regardless of Weibo, ordinary people still do not have the opportunity to spread. But in a product like Twitter, everything is different, ordinary people will also get their own transmission opportunities, but this is also a celebrity unhappy, on the one hand, they will be beaten, if they go wrong, it is difficult to pretend, on the other hand they are still willing to monopolize the way of information dissemination, not willing to share with ordinary people.

Simply summarize Twitter, that is, everything is timeline, which is the most important and fundamental part of the whole system. Whether it is the information itself, or the way of communication, eventually all form the timeline of each person, these timeline according to the relationship between fo different changing, the formation of a rich and diverse ecological environment.

Three community Relations

Twitter's community relationship is based on what has been said, an equal information architecture and an extremely fast chain of communication. The social relationship established on this basis is very secure and has a higher degree of trust.

Because information architecture is equal, information is more easily valued. Because it spreads very quickly, it is easier to find people who appreciate it. Everything is due to timeline, even if the comment on what matter is easy to be found, through timeline it is easier to understand a person's taste and trend.

Equality of information also brings about equal relations, whether or not celebrities, as long as the interaction between Twitter and other people will promote the formation of the community, the formation of the community is the same chain, people can be based on a lot of debris information to each other to exchange fo. Ultimately, countless virtual communities are formed.

Domestic micro-blog, information is divided into levels, people also divided the hierarchy. It is difficult for people who comment on Weibo to have more interaction with the person who is tweeting, and no more people will see this interaction, want to understand a person, only in his timeline see serious forward and original, can not trace his views on a number of things. This makes it difficult to build trust.

There are a lot of things that are affected by these basics, and almost all of the problems that are being said are influenced by these two basic factors. Indeed, what kind of land, will bear what kind of fruit. The relationship between a community is formed and the product is related, and some logical trade-offs will ultimately determine user behavior and eventually change user relationships. Twitter's user relationship is not due to the fact that most Chinese users are not able to access the same kind of relationships that people do when Twitter is available, and that the community has never changed. For a SNS product, the final formation of a solid relationship is the most important, this is the most convenient for users, other can pass pictures, can not send a comment, compared with this is too trivial. In order to accomplish the most important goal, even must discard some user experience to achieve, is the so-called line of events people informal. In the following section I will analyze why the web cannot pass pictures is good behavior.

Many people say that they do not like microblogs, but also feel that they waste a lot of time, just because it is useful, or promotion and work need, have to use. It's also an interesting phenomenon that I've heard so many times that I wonder if Sina Weibo is a bunch of people who sell their stuff. Everyone wants to sell something to others, with the help of others to achieve their goals.

Let's say Sina Weibo is useful, but Twitter has love. Twitter is a warm, real community, and everyone is living by their own interests. There are also people who do all sorts of deals here, find work or partners, find friends, partners. A loving community also saves people more time and focuses on life itself.

In fact, nothing is free. Whether using social media to promote or otherwise, it takes time to learn, and may also need to spend money. For most of the businesses I see, including businesses and individuals claiming to have a lot of benefits from microblogs, if they can maintain a blog and write meaningful articles (rather than outright product referrals), they will be spread out and get business opportunities at the same time. And the blog almost forever, more easily retrieved, micro bo like water, 24 hours after the flow of the past, blog always exist, easy to see, a writing after many years of work. If you can write good articles, the longer the time, the greater the significance.

People always want to find easy shortcuts, such as they think microblogging promotion is a shortcut, in fact, there is no shortcut to anything, shortcuts are illusory.

They forget how much time they spend indulging in the idea that Weibo marketing saves money. Time cannot be measured by money, for time is life. Wasting your life, saving some money, is it worth it? And the evaluation of the product is similar, which is measurable KPI and immeasurable potential impact contrast, people are not willing (or do not have enough ability) to focus on the latter.

If you don't have the patience to read or open a course, you should at least read some serious blogging. I do not think that 140 words (or by domestic micro-blogging innovative + 140-word comments) can give others real meaning, I believe that my blog has meaning, but this can not be said in 140 words, in order to make this thing clear, meaningful, can exist, I need to go back to the blog to complete it, before this, I spent months thinking, studying, experiencing, and eventually spending hours writing and changing for hours. In order to become the full text you see, the 140 words can not have this effect.

The nature of SNS or social relations, there is a love relationship is better than useful.

four reading burden and information filtering

Microblogging products because the information is refreshed too fast, so caused more than the previous RSS more serious reading pressure, so that people read the burden greatly increased. Also spend more time on it, the problem of saving the reading burden is very important.

Twitter is based on 140 words, which can be added to the link, if the use of short links can save some space. But the overall 140 words will not change. Twtter No comments, only RT and comment, the advantage is that the information is very regular, generally a message height will not exceed 100 pixels, in the screen can display more content, easier to browse the way to scan, repeat information, pictures and other interference less.

In contrast to the domestic microblogging, because there are comments and forwarding mechanism, resulting in a 140-word micro-blog below also to bring an original micro-blog, and some both with pictures. This is repeated after the timeline will be filled with the same content, each also occupies more than 200 pixels above the height, which timeline damage serious. Reading pressure is even greater.

In other words, the amount of Twitter information I can read in a unit of time is much larger than that of a domestic microblog, with enough reading, to fo more people, to handle (RT or comment) more information, to communicate with more people, and thus to be more active throughout the system.

On the left is the Twitter website and two common clients, Sina Weibo on the right. Can see the same height on the right can only hold very little information, Sina Weibo a message height easily break through 200 pixels, forwarding if the picture can break through 500 pixels. Sina Weibo is far less efficient than Twitter's 100-pixel reading. In other words, the number of tweets that can be transmitted or communicated is as big as that of Twitter, which spends more time or gets less information than the same level.

In contrast to the two charts below, it is clear how much information Twitter can hold over Sina Weibo at the same page height.

Twitter Web pages and mainstream clients

Sina Weibo web page

Twitter strictly guaranteed 140 words, do not play the Web site as a character this clever, also won't let you with a picture not count words. In the Twitter world, everything is valuable, and if you write a link to a photo or video, you'll have to write a few words. This principle comes from the text message, since people use 140 Word text message can communicate, then 140 words of course also can, not to mention the Chinese 140 words already more expressive than English.

If you want to make a comment and the other person writes too long, you can only cut it down, either simplifying your view or simply writing your opinion with the other person's ID. These usages are not designed by Twitter, but are user-accepted rules. This naturally-formed rule also reduces information overload opportunities, and if artificially reduced content is equivalent to manual reduction of spam, which is not currently possible by any algorithm, it happens to be done manually. Of course, shortcomings are the same, such as will lead to the deletion of the original text, will lead to a misunderstanding of the meaning ... But even with these shortcomings, I still like this method, the speed of information flow is a good way to reduce information overload opportunities, you can save people processing information time, and eventually speed up information flow.

Twitter has been implementing this principle in product design.

Twitter's mobile client, can easily upload pictures, but the web version can not, this is why? Because Twitter is not a photo-sharing station, most of the picture is not meaningful to others, so do not upload interference others, if you have to upload, you can casually upload to the photo sharing station, paste chain to take over. and mobile phone client share photos need to be very large, these photos are real-time, have a sense of sharing. The domestic microblog provides the website to share the photo function directly, the result is a lot of useless information (many is the commercial promotion) below pastes a picture and the funny picture which is completely irrelevant with the text, in order to expect to obtain more forwards. This kind of thing completely destroys the user to read normally, increases the user to read the burden. This is the essence of domestic micro-blogging to the rich media abuse, the result is that rich media information is more popular, and ultimately a vicious circle, where people focus only on information with a strong incentive for rich media, and that the more concise and effective text messages are so seriously reduced that the really meaningful content is not paid attention to. Then look at the previous Sina Weibo, screenshots, see the first Chinese entrepreneurs sent content and pictures, they have relations? It doesn't matter. It is this kind of unrelated picture in Sina Weibo flying, wasting people's time.

It seems really convenient for users to share photos on the web, but it is impossible to measure the environmental damage behind them. But professional managers only care about the former, they don't care about the latter. How shallow the people who call this "functional friendliness" are.

To sum up, whether the link for a single character or can be accompanied by a picture character does not occupy the word, is essentially to make rich media content and ordinary information is not equal, remember the previous mentioned Weibo and comment inequality? This inequality is compounded by the rich media.

When I spoke on Twitter about why the web should not have a photo-sharing feature, I was told that he had asked Wang the question (no one could share photos on the web), and Wang did the same.

Twitter's web version also weighed on the convenience of users, with small icons marking information attributes in the upper-right corner of each message, such as pictures, videos, or dialogue clues. Click on the right side of the information to expand, picture video can be seen directly, if there is a dialogue clue, the right side will be a start of all the relevant tweets, this based on the threaded dialogue, than the domestic kind of a micro-blog discussed below a lot of significance, can form a discussion, without reducing any level of information.

In other words, Twitter's design does not force users to read rich media content unless the user actively launches information reading. In the age of severe information overload, this design is very meaningful. If the text content is interesting, I would like to read more, but if I do not want to see, please do not occupy my page space wasting my reading time.

Five principles and Third-party software

The Twitter product formation process is strange. This product feature is transformed from users and communities, not from Twitter. The Twitter that people see today is completely different from the one I just started a few years ago. The reason is that Twitter only creates information architectures and APIs, and then it stops.

By mistake or luck, the Twitter company is poor, understaffed, and lazy, and they're really just designing information architectures and APIs, not doing more, and then users are on the scene. This is the benefit of an open platform that users can refine as they want. Different people have different kinds of perfect products, so different clients and third party websites are used by different people at the same time, and all the information is in the information architecture that gathers back to Twitter. This is something that never happened in history. After Twitter, product design, starting with information architecture and APIs, has evolved into a development approach that has far-reaching implications.

It's not true that Twitter deliberately keeps the site simple, but Twitter's ability to keep the site up to the basics (probably just lazy) is really good for the ecosystem. On the one hand, the simple Web site clearly demonstrates the core functionality and information architecture, and it does leave more room for third-party developers. Shortcomings do make it easy for new people to start. (There's been a bad trend over the years, and Twitter is tightening up on third-party developers, hoping not to get any worse).

Twitter has probably the richest third party software, in addition to the excellent fluency of the official software (the acquisition of the Tweetie team, the Tweetie team first invented the mobile device "Drop-down Update" operation, has become the touch screen Refresh information standard action), as well as S60 on the artifact gravity, Information filtering is the most convenient hootsuite, the most gorgeous tweetbot, concise fast support stream API Echofon. So I've always said that Twitter is an agreement that you can create anything you like on top of this agreement. All micro-blogging in China is a product with too many commercial purposes, both of which are not at one level.

When it comes to Tweetbot, it's worth mentioning their story in particular. The iphone software development team has only two people, and when they start doing Tweetbot, Twitter hasn't acquired the Tweetie team, which means there is no official software. After half a year of development and acquisitions, Twitter turned the tweetie of past fees into free official software. This is a big hit for Tweetbot, the team that wants to sell software. But they insisted on doing it for half a year and finished the Tweetbot. This software on the App Store immediately hot, people like it, because its characteristics are too bright. In addition to full-featured, the most important thing is gorgeous, operating sense, drawing, sound, without a careful polishing, perfect to the extreme. In an era when official clients have done well enough, it is a miracle that there is still such a charging software that is still popular with users. Even if you think Twitter is not very good, also strongly recommend to feel the software, it is definitely worth $1.99 this price. There is also the difference between love and usefulness, and although there are commercial spam on the Twitter chain, many people who really love him and concentrate on doing good products have created unique products and experiences.

Twitter needs to learn. I totally disagree with the saying that good products don't need to be studied. In fact, most of the meaningful things in human society need to learn, there is nothing to learn except to maintain the basic life of the animal only a few meaningless things. There's nothing to learn at all. Probably only eating and sleeping, or watching soap operas in a daze. Even if eating, if you want to eat good, also need to learn. Other things that can bring more meaning, whether it's the computer itself or a variety of job skills, require learning and exercising for a long time. If you do not learn, even the use of computers and keyboard typing is difficult.

It takes time to understand the rules of the world, to understand the way people live, to find the right clients, and Twitter is incredibly powerful. This is actually more similar to the real world, Twitter is the information flow faster, more exciting, more obvious amplification effect of the real society, there are Vanity Fair, but also has a real social loveliness and warmth. Even if you are very ordinary, but as long as your point of view is valuable, the same will be spread open, as many people fo you. Domestic microblogging is Vanity Fair, if you have a scary title, then just go to the airport bookstore to buy a successful study, copy a few words every day, the same will be praised by people.

Twitter is based on fairness, information can be saved securely, and you can trust him. Sina Weibo we do not talk about sensitive information, involving his own insensitive information is also deleted, the last Tanioku criticized Sina plagiarism, the result is not banned? No fair faith, there will be no real good SNS products.

If it's possible, I think everyone should try Twitter and experience what an unprecedented product looks like, a community that is not much but has amazing communication skills. If you have any difficulty, you can try the most authentic successor of Twitter in China. Wang Cottage a lot of things, his valuable is at the same time the cottage back to open and bearing. Rice has not yet commented on the function, commendable. So there are a lot of the same characteristics that users and Twitter users have, and they have the same love and efficiency. Be shut up for a year of Rice no, returned after still won the loyal group of users, these users in the rice is very active (as mentioned earlier, also with the rice product design concise related).

Weibo's war is in fact just beginning, the current Sina Weibo is just exactly in line with Sina's media features, but also with the previous celebrity blog links. These celebrities have the right to speak, making people feel Sina Weibo is very hot. It's far from the end of the war. Whether Tencent NetEase and Sohu, the worst strategy is to follow Sina, unfortunately, the three are now adopted this strategy. Sincerely hope that the family based on their own characteristics, to make something special, really let micro blogging become an agreement. In my experience, regardless of user quality, active degree or product, rice is still very good, I hope that rice can continue to improve products, early catch.

: Data Analysis

I started blogging since 2003, and the current access records in my hands are recorded from 05. I wrote 3 articles in the middle, which caused a big reaction, and created tens of thousands of of the traffic on my blog. Using this data, I designed a rough statistical model to measure the gap between Twitter and Sina Weibo's ability to spread. Twitter is special because it is blocked all year round, and there are a lot of different third-party tools, so the user source is very diverse, not all from twitter.com, to statistics is very difficult. This is the meaning of this statistical model. Because of the difficulty of data acquisition, this statistical model has a large number of estimates and sampling, not necessarily accurate. Also welcome to provide data or fault finding. This is an interesting topic and worth studying.

Data Source: My Blog,twitter

Data collection:
A Google Baidu and Google's those happened in 2010-01-14
2010.1.14-2010.1.17 3 days 59,355 Visits 83,586 pageviews
1. (direct)/(none) 21,278 35.85%
2. T.sina.com.cn/referral 7,349 12.71%
3.9.douban.com/referral 6,234 10.78%
4. Douban.com/referral 2,604 4.5%
5. Twitter.com/referral 1,888 3.26%

B wrote to the artists who fought with Baidu in 2011-03-26
2011.3.25-2011.3.28 56,365 Visits 82,489 pageviews

1. T.sina.com.cn/referral 19,170 34.67%
2. (direct)/(none) 16,885 30.54%
3. Douban.com/referral 3,286 5.94%
8. twitter.com/referral 792 1.43%
9.douban.com/referral 723 1.31%

Sina Weibo you made me shiver in 2011-06-09
2011.6.9-2011.6.11 30,511 Visits 39,779 pageviews
1. (direct)/(none) 11,993 39.31%
2. Weibo.com/referral 4,444 14.57%
3. Douban.com/referral 1,746 5.72%
4. T.qq.com/referral 1,576 5.17%
5. Fanfou.com/referral 1,547 5.07%
6. Twitter.com/referral 1,073 3.52%
9.douban.com/referral 490 1.61%

The above data are published on the day of the article, 3 days of data, only important data, excluding and this discussion irrelevant data (such as search engine source).
These three articles are distinctive features, in addition to the Internet has caused a great popularity, and its relationship with Sina is just: A neutral, B beneficial (the Pirates of the authors are gathered in Sina Weibo, is the main position of protection), C harmful (directly criticized Sina and Weibo)
Because of being forwarded by a large number of celebrities, B can be understood to enjoy equal celebrity treatment. The other 2 articles are grass-roots treatment.

The direct calculation of the flow rate of Sina Weibo and Twitter is:
A 3.89 Times Times
B 24.2 times times
C 4.14 times Times

Because of the closure, Twitter is now the remaining Chinese users but 5~10 million, Sina Weibo is flourishing, in the Q1 earnings reported that the number of users is 140 million. Twitter takes a high value of 100,000 users and calculates 140000000/100000=1400 times. In fact, even if you enjoy the celebrity treatment of B, only 24.2 times times. According to this figure, Sina Weibo to 1400 times times higher than the number of Twitter users, only to bring more than 24.2 times times the traffic, so the calculation, Sina Weibo information dissemination ability is actually only Twitter 1/57.3, small scary. If the non-celebrity treatment of article A/c is calculated, only 1/359 or 1/338. Very consistent with the previous analysis, Sina Weibo because of the abuse of rich media and comments, resulting in people processing information more difficult, the ability to spread greatly. In other words, Sina Weibo is only a slightly richer one-way media, at most the Web 1.5, far from Twitter's real Web 2.0 era.

Just now, Twitter has been blocked for years, so it can be seen that the source for Twitter is only the traffic from twitter.com, which accounts for only a tiny fraction of Chinese Twitter users. But with only a few comparisons, the results are still surprising. To make the numbers real, I tried to find a statistical model that would give Twitter a factor that would make the Twitter numbers more realistic. Here should note that 3 articles of direct access is very large, in fact, as a personal blog, direct access should be very small, most users from subscription search and SNS, in other words, users rarely put my blog into the habit of regular access to favorites. So I'm judging that a significant percentage of direct access is now Twitter users from untraceable sources.
I then counted the direct visits within 1 months after the publication of the 3 articles as usual data for comparison, respectively:

2010.2.1-2010.2.28 28 days corresponding article a
1. (direct)/(none) 2,939 31.49% 104/day

2011.4.1-2011.4.30 30 days corresponding article B
1. (direct)/(none) 5,692 29.92% 189/day

2010.5.1-2010.5.30 30 days corresponding article C
1. (direct)/(none) 6,044 38.78% 201/day

With a/b/c three article data corresponding to these data calculations, (3 days Direct traffic/3-post one months after the average number of visits per day)/(issued 3 days Twitter brings traffic/3) This calculation is to try to find out my blog's normal direct access volume and the possibility of untraceable Twitter traffic relationship, the results are:

A (21278/3-201)/(1888/3) = 10.9 times times

B (16885/3-189)/(792/3) = 20.6 times times

C (11993/3-201)/(1073/3) = 10.61 times times

On average 14 times times, that is to say, the amount of Twitter traffic that can be recorded is *14, and it is more authentic Twitter traffic. b 20 times times the difference is too large, simply ignore does not count. Then there are 10 times times the gap.

For Cross-validation, I picked up another set of data that was obtained by Twitter-based Web page tweets, as follows:

My timeline 2/10
My timeline 1/10
Search "@hecaitou" 0/10
Search for "I" 3/10
Search for "eat" 0/10
Search "Praise" 2/10

According to this sample calculation, the use of Twitter web users accounted for only 13% of all users. That is, untraceable users are about 7.5 times times. is close to 10 times times the previous calculation.

If Twitter brings traffic to A/b/c's three articles, it will aoe that the results are very close to Sina Weibo. In other words, Sina's 140 million users, and Twitter's 100,000 users of the ability to spread the same.

Looking closely at the data, I find it interesting, and I find that:

Watercress spread ability is astonishing, already and Sina gap is not big rice is reopened after gradually after the Tencent Weibo user volume is also rising rapidly

Combining these figures, I think I can support the conclusion of my previous article, Sina because of excessive use of rich media, using comments to destroy the information structure, resulting in a great decline in the processing power of people, trying to use Sina Weibo marketing people accounted for a considerable proportion of the sucks zombies accounted for a considerable proportion of these factors, The result is that Sina Weibo is just looking lively. In fact, the ability to communicate is not strong. Whether the meal is the Twitter spirit in the domestic delivery, although the shutdown of a year, missed the rapid development of micro-blogging products, but its consistent information architecture and the third party, but also formed a similar community atmosphere, in the C article data, can already see whether Rice and Sina Weibo gap is only 3 times times, I believe there will be a chance to catch up.

According to these figures, the so-called Sina Weibo to work useful, marketing results, it is likely to be deceiving themselves. The same time if spent on other platforms, the effect is not big. This conclusion may be different for celebrities, but I think it is accurate for ordinary people. So if you're not a celebrity and you still don't have tens of thousands of fans on Sina Weibo, then this kind of marketing doesn't make any sense to you, your existence is to help others marketing, not marketing themselves.

So to synthesize the above, finally my conclusion is:

1 domestic microblogging product design leads to the flow of information not fast enough (this is not good or bad, or this is what they pursue).
2 Twitter and rice are high-speed information flow systems.
3 Watercress, Tencent Weibo, Rice No, can not be underestimated.
4 Twitter and rice is not a pair of cups, one was sealed for many years, one was shut up for a year, have missed the best period of development, but its product design still ensure that the user loyalty, good community atmosphere, communication ability is very strong.
5 Weibo marketing is self-deception, this is the Ponzi scheme. The so-called effective or accidental, or special celebrity special period, or will not count, will not measure the effect. Sina Weibo, in addition to Kai-Fu Lee and Chen Yao, the kind of front-line celebrities, other celebrities are actually very poor, just as no one concerned.
6 domestic microblogging is not SNS, just a little social flavor of the media, up to only the Web 1.5
7 The war was just beginning, and it was far from over.
8 Most people look short-sighted and think that "product" is good or bad just to make him comfortable. In fact, make you uncomfortable products may have better results, but you can not understand it.
9 Recommended reading: Why I would never hire a "social media expert"
Twitter is the founder of the microblogging concept and is the most thorough. Whether Rice is the successor of Twitter spirit in China. Sina Weibo made a 140-word BBS. Tencent is the extension of qzone and IM, NetEase completely did not understand what they are doing, Sohu accidentally made a Tumblr, or as a direct change of name called Light Bo forget.
Note: When I write this blog, I also make some comments on Twitter with the @hecaitou, and many of our local views are similar. This blog is an independent study of my own, and the conclusion of the dish head is the result of independent research at the same time. But I also hope that he can write a blog, as experienced two micro-blogging products, he should have more valuable views and data.

Source: Demo@virushuo

Link: http://blog.devep.net/virushuo/2011/06/26/microblogging.html