Since the media

Since the media in the micro-letter, has a natural advantage. Micro-letter is a strong disturbing channel, users subscribe to an account is usually a very trust performance, but also reflects the value of micro-trust user resources.

This section has been talked about since the media. In particular, some of the speculation, pretend to be a bit of a mess. As a hands-on from the media, I also say.

Do not overestimate the power of the beginning of anything that is intrinsically innovative, nor underestimate its long-term strength.

First, from the media the best battlefield is Weibo or micro-letter?

Of course, micro-letters. Because the micro-letter is relatively private, and because of this, micro-letter has a different from the publicity of the microblog design: Each account can only send 1 messages per day, so as not to disturb users frequently. This design requires the media to send the most essential content. The quantity is not selected, and quality is the only determinant.

And when the media and media organizations in competition, because a person pk dozens of people, so the number of content to create must be a disadvantage. Since the media because of its high degree of freedom, creativity is not castrated, so quality is likely to outperform the media organizations. Of course, it's just possible.

In the micro-letter, compared to the "single point of concentration." On Weibo, the ratio is "multi-point breadth and average concentration". Why Weibo is more than "dot". Because the number of messages on Weibo is unlimited, so there is always the power to send as much information as possible, to preempt the head screen, and as much user time as possible. So the number of media organizations have advantages, and only one or two of people from the media in the amount of defeat.

For example. Microblogs are like plains. Micro-letters are like canyons. On the plains to combat the need for equal forces, the enemy word lined up, we also want a word lined up, if we have only one person, no matter how strong the person, the other side of the dozens of surrounded, I can not take into account, will die. The characteristic of the canyon force is guards and Fumo. The number of enemies, can only line up into a column forward, I only one person, but as long as strong enough to kill one, you can hold the pass.

Second, Han Cold one, barbarian digest, Tiger smell is not from the media?

The new media and the media have been confused. All new media, especially the Internet and micro-blogging, micro-letters, apps, are new to the media. This is my definition. So from 36KR, to the Barbarian Digest, Han's one, tiger smell, titanium media, are counted new media. In essence, they seize the opportunity for the Internet to replace paper media and television as an information channel. Abandon the old channel and become a new channel.

Only a single individual as the subject of the creation of content, and independent access to the user's ability to call from the media. It's kind of like Lo Zhenyu said "personality." So Han's one, the Barbarian digest is not from the media. They are teams of 10 or so people, with the same collective decisions and operations as newspapers and magazines. Han and the barbarian are just editors or investors.

Is this difference important? Of course it's important. One's creativity is not to be castrated. But the operation of an organization must be the price of creativity being castrated. is singled out or the brawl, this is two sets of rules, two sets of regulations. The world is fair. Freedom and creativity, synergy and scale, cannot be both.

To the tiger smell, titanium media contributors are not counted from the media? I don't think so. Since the media to be independent to obtain, to reach the user. The contributors to Tiger and Titanium are subject to the approval of their editors before they reach the readers of the Tiger and the titanium, rather than the contributors ' own readers. This is similar to the relationship between the blog and the portal.

Since the media's English is called We-media. I think there are three layers of meaning: first, we create and filter our own content. Second, we are also readers, directly to obtain content. Third, we are also channels for each other to recommend content. This is an ecological.

Since the media and social media are two sides of a coin. Individuals on social media are called from the media. From the collection of media, is social media. So Shire's microblog is from the media, but the Barbarian digest is not. The Barbarian digest is the traditional form of media that Shire the popularity of the media.

Not from the media and nothing bad. Not from the media will naturally be less than the inherent defects of the media. So here's just the definition. Don't confuse it. There is no judge who is superior or inferior.

Third, opinion leaders or journalists more suitable to do from the media?

I think it's a journalist.

In general, opinion leaders have their own jobs, doing things from the media, on micro-letters and microblogs, and speaking in their spare time, and what he says is his own opinion. This leads to a limited amount of time and freshness of his insights. A person's thinking altitude is certain, to maintain long-term "material" is difficult.

The difference between the journalist and the opinion leader is that the journalist is a living by the media, he invests all the time, he is to interview other people's views, attend the conference, in keeping freshness is relatively easy. To do the media, "fresh" is the long-term solution.

So, I am particularly optimistic about the "competent journalist live opinion leader" done from the media. For example, get the industry news from your work, such as Gesanchaiwu and the industry people chat and then write down. This ensures that both are fresh and professional.

Four, reporter to do micro-letter public accounts still in time?

A reporter who thinks "too late" said to me: "Like cloud technology such a strong account has risen, we do a new account is already late."

I think it's not too late. Micro-letters are different from microblogs. Microblogging on the number of messages can be unlimited, and reproduced plagiarism more casual, so once the large established in a group of people's status, can be like a black hole to suck other resources. The trumpet is not easy to original a little thing, is transferred by the person, oneself difficulty absorbs the user.

The micro-letter is an account can only send one message per day. This message is of high quality and must be read. So, in an industry, is there only one required reading information per day? Of course not. I think a good journalist has the ability to produce a must-read message on his own every day. Adhere to six months, you will be able to get tens of thousands of users. And because of the high activity of the micro-letter circle, even if the accumulation period of half a year, good content will certainly get the corresponding attention and influence.

In other words, the "one-day" design of micro-letters prevents large size from becoming a "resource black hole". So as long as there is good goods, a new account can rise. Even more, micro-credit users to subscribe to the account requirements are very high. So if the size does not guarantee quality, the likelihood of being discarded by the user is very high.

Is the advertisement reliable?

As a full-time journalist, income is a fatal problem.

Those in the industry, even such as Lee Kai-fu, Lei, do not need to be directly from the media. They are using the influence of the media indirectly from their own main business. such as advertising their own products. They can be called "part-time from the media", and only journalists such as "full-time from the media," there is a pressing direct pressure.

Cloud Technology selling ads, 3 months, 15 advertisers, the total price of 200,000. But it's really hard to replicate. Dare to buy from the media advertising company still less, such a small amount of basic will be brand good, high quality of the first few from the media partition, not too many later from the media. But this is temporary.

In the long run, there must be more advertising from the media. Because of the potential.

A magazine that has a real circulation of only ten thousand or twenty thousand, but claims to have hundreds of thousands of to sell advertising, has tens of millions of advertising revenues each year. A home page traffic only about 100,000, specific single article only ten thousand or twenty thousand click of the portal Technology channel, each year there will be tens of millions of of advertising. Their actual CPM will be as high as thousands of and tens of thousands of yuan. As long as 1/10, 10 million from their hands, can feed dozens of of the media.

If you ask: What does the media do to grab ads from magazines and portals? My answer is: cloud technology content quality, the number of users, user quality, the user's time, the mainstream of the people's influence is no less than, even much higher than most of the industry's existing media. Cloud technology can do, I believe at least 10 cloud technology can do. Half a year ago, a colleague of the magazine argued with me that the media was "not credible" and "unsustainable", but now he has resigned himself to the media.

So I've been calling on good media colleagues to jump in. A cloud technology is difficult to pry the direction of advertisers, but 10 cloud technology must be able to. Only the potential plate is big, it is possible to have a professional third-party companies to establish a measure of the media impact of the index system, to packaging from the media, to bring the mature advertisers into the land.

Cloud Technology's 200,000 ads just proved a possibility. has proved a possibility. If there are 10 cloud technologies, it could turn this into a large area of reality.

Can the "sponsored content" of the United States be learned?

Can you live without advertising?

Famous web publications such as Forbes magazine, Washington Post, Huffington Post, Atlantic, BuzzFeed, BusinessInsider, Mashable have published some form of "sponsorship". That is, the sponsoring company takes money to the media and asks it to write news or comments about a particular area or product. But the media will not directly evaluate or endorse the sponsor's product. Moreover, "sponsorship content" is content, not advertising.

To be blunt, the sponsor pays for the media's attention to a particular area, but does not interfere with the media's attitude. The equivalent of bidding rankings, buy the media time.

With the decrease of advertisement, this kind of income is more and more. It is said that Mashable employees write 5-8 short sponsorship items per day, and the sponsorship fee for this series of articles is hundreds of thousands of dollars.

I think that the media in China today have basically done this kind of "sponsorship content", a considerable part of the income from this. This is the general PR of the "soft wen" is the difference between: Soft text requires you to my products have a "positive" attitude, but "sponsorship content" does not require.

If there is a chance, from the media can use this to feed themselves.

I'm also advising an entrepreneur to make a "sponsored content" platform. A bit like the KickStarter of journalism. I am a media, I want to write an article about the Internet black PR, if you want to see, donate money to me, as long as the total amount of the circle to reach such as 10,000 yuan I began to write. If I write well, you will continue to donate my other articles, if I do not write well, you will give me a bad comment.

I believe this is a potential, well suited to the media.

Does the reader have a reliable payment?

I think it's reliable. If cloud technology reads on a micro-letter, 5 bucks a month, are you willing to pay the fee? Would you like to support me? If 5,000 of the 40,000 micro-credit subscribers are willing, it is 20,005. I can stew the bird's nest once a week.

As for unwilling to pay the fee. It will be postponed for 3 days to see the article. This also ensures that the radiation surface of the article is not harmed.

But for the readers who are particularly fond of cloud technology, earning him 5 dollars is too little. Can do "reward", like the beginning of the Chinese web. An article is really too cool, playing a reward for a small 100 of the students stew a bird's nest body, individual boss is willing to.

Get through the income link. Since the media will be springing up. Suggest micro-letters to do this.

Eight, from the media more easily without moral integrity?

Is it easier for a person to have no moral integrity, or is it easier to be an organization without moral integrity? I don't want to argue about the problem. The second reason is that it is not clear. One reason is that this problem is not important at all.

Because I think, since the media will certainly promote the whole media and industry transparent and fair. Whether it is a person or an organization, as long as the monopoly will be evil, there will be no moral integrity, but as long as the checks and balances, it will not be so evil, not so unscrupulous. Because once you get caught, the reader will vote with his foot.

The transparency of society does not depend on the self-discipline of the media, but on the various positions of the multimedia. A faction of the media Attack B faction, B faction Media attack a faction, all the same. As a result, the ugliness of A and B is revealed.

And since the media is the most can aggravate the media industry, strengthen the balance of traditional media power. There are many Jiabuzhu.

One from the media one months 10,000 ads live. A 40-person magazine one months to get 1 million ads to live, not only wages, as well as rent, water and electricity, hospitality, the president's chief editor of all kinds of costs. 10,000 block by the advertisers of the restrictions, is far less than 1 million of the ads subject to the constraints of the owners. If 10,000 ads come from an advertiser, 1 million of the ads come from 10 advertisers. Then there are 9 companies from the media can scold and this magazine can not scold.

When the media is enough, each family's influence is relatively small, then the possibility of being bought by the enterprise is small, even if to be bought, the amount of bribery is small.

And when the reliable from the media more than enough, then the enterprise to bribe them, the cost is very great, so you can only do not bribe. And if all bribes, even if only one from the media is not to buy the material, and the use of social media diffusion, all the bribery will be wasted. Since the media will squeeze the gray PR space. This is the ultimate ending.

How to measure the influence from the media?

The previous paragraph in Tencent a forum was asked this question, keso attitude is difficult to measure. The traditional UV, PV, and the number of fans is certainly nonsense, because the more under, the more angry, the eyeball will be more, it has nothing to do with influence, especially with the mainstream people's influence even negative correlation.

I came up with an indicator: How many fans of your microblog fans are more than 10,000 fans. In other words, how much of your high quality readership is a measure of influence. A high quality reader is measured by whether his fan count is too big or over 100,000.

But to the micro-letter, this trick is useless. Weibo information is public, and micro-information is private. Can't get the data.

Eric Wu Yu, general manager of the Southern District, last week conducted a research in his micro-trust circle and group, to see which micro-public number subscribers. As a result, cloud technology 36%,36kr21%,zttalk, hearsay, mobile observation are 18%. From this data we can see a little problem:

Cloud Technology's real subscribers are less than 36KR and grapevine. But why are the research results the most? This is supported by: cloud technology, 36KR, hearsay for different people. Wu Yu's circle of friends is precisely the cloud technology aimed at the crowd, so the data is high. Cloud technology target users, should be the industry's Internet senior management staff. Not technology, electricity, games, etc.

Micro-letters are a strong source of interruption. Users subscribe to an account is a very trust performance. So micro-letter is a small, highly targeted media. Is all in the Internet industry, the different accounts between the number of users rely on the comparison is one-sided.

So to measure the influence of the media in the micro-letter several conclusions are: first, labeling, such as technology, products, or market, games or electric dealers, the public or high-end ... In the label based on the number of users, open rate, sharing rate and other data comparisons. Second, do research, such as the product circle, select the active industry product people, ask them to do research in their private accounts, so the data is more reliable.

In fact, the circle is very small. Everyone knows who has influence.