Sina microblogging activity declines to die?

Sina Weibo, after experiencing 2009 and 20,102 years of growth, reached two peaks in 2011 and 2012. From the second half of 2012 began to show a trend of decay, 2013 again to stabilize. From the data of the review, several outbreaks have been experienced over the years, such as: 2011-6-26, 2013-2-4, 2011-6-20, 2013-2-5, 2013-2-8. The overall rate of ③ was steadily rising.

The overall rate of transfer has risen steadily.

Weibo is dying.

Weibo is dying.

From the activity data, the conclusions that can be drawn are:

1. The active degree of social media platform depends on the major events of natural and man-made disasters and some topic festivals. The weekend (many small troughs) and long vacations are obvious lows.

2. The activity of social media platform has been steadily rising since its establishment in 2009, and there has been a brief decline in the end of 2011. But after reaching its peak in the middle of 2012, Sina Weibo has seen a rapid decline in activity. Up to now, it has fallen to the level of early 2011, falling more than 30% from the peak period.

3, Thursday for Sina Weibo platform a week of active peak, more than the bottom of the weekend 12% or so.

Data does not deceive, but how to select data and interpret data, there are many angles. How much of this decline is beneficial and how much is harmful needs to be differentiated.

For example, those with public knowledge, grassroots, marketing large scale decline, the decline in automatic forwarding of zombie fans is a good thing for Sina Weibo, meaning that the reduction in noise should also be the starting point for Sina's official clean-up of Weibo, while those who had access to information from Weibo or had actual social interactions were less active or moved to other platforms, is the real problem; the last one, after the initial wide attention, the user may reduce the scope of attention, only to select his real interest or valuable content attention, then the overall rating will decline, but the actual reading rate of each piece of information and effective rate of assessment is on the rise.

It may be difficult to distinguish the three effectively from the data, and the decline in Sina Weibo's activity is certainly true, but what exactly is the meaning behind the fact is not too obvious. Sina Weibo structure of the flat is a trend, the number of large nodes and influence are falling, the number of small and medium-sized nodes increased, gradually become the main site of users. If it can evolve into such a structure, Sina will not have to worry about, it will be a long time to become a large number of user life, even if the degree of activity is reduced, it is difficult to be replaced.

From: Tech Messenger