The authority of the title of website operation implied influence

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Authority is born with implied power, but authority needs a title or logo. When a person has a title, you will have a different feeling about him, when you listen to Jack Ma, Buffett, Bill Gates or U.S. President Barack Obama and other powerful titles of people speak, most people naturally have a kind of compliance mentality. So, what they say, for most people, is easy to hear. Similarly, if spoken through the mouths of ordinary people, influence will be compromised.

Authority is easy for ordinary people to stop independent thinking, into compliance, such as on Weibo, some famous words, so that many people forward, agree, and no thinking.

On the title side, here is one of the most ironic experiments.

American psychologist Robert? B. Siodini had mentioned an experiment in which two other psychologists (Douglas Peters and Stephen Ceci) had done a change of title to publish an academic paper, and the results were very interesting. They collected the papers written by the authors of 12 famous universities published in the past year to 1.5, modified the names of the authors, modified the work units into non-eminent organizations, and then posted them as manuscripts to journals that had been published. Of these, 9 articles were not recognized by the journal and entered the review process, the most ironic of which is that 8 of them were judged unqualified and rejected, and when the authors of these articles were prominent university scholars, the articles were accepted and published by the Journal. The experiment fully illustrated the importance of the title.

"The human nature of the website operation, the strategy and the actual combat" proposed, in the practice how manifests and the operation title? Why is third party evaluation so important? Why do the reports published by the Internet consulting services, such as Iris and Analysys, cause the site's attention, concern, and even controversy, Because the website wants to be given a title: either the biggest website of China, or the website with the largest number of users, or the website with the most number of requests.

Why have so many sites to pay attention to Alexa rankings (many sites "brush" traffic so that its authority has been questioned), in addition to explain their position in the industry, see the current situation of competitors, but also because of what?

Obviously, these titles have an authoritative hint for website users: for the old users, let them see not only himself, but also others are using the site, stating that this site is good, the choice is not wrong, continue to use this site. For new users, now do video, do music web site so much, I choose which site? Choose the biggest, most lively, the most authoritative bar, which is conducive to the psychological guide to new people into the Web site users. Of course, this trick is not effective for all, some sites, although authoritative, have a title, but the user experience is not necessarily good, will also lose users. At the same time, there are many sources of user access to a Web site, the above mentioned is only one aspect.

What should I do when I'm not likely to be given the title of authority from the beginning? If you don't have authority, use the power of authority.

For example, some medical websites, can fully borrow the title of industry experts, not too many experts, there are several important experts may make the site become authoritative, trustworthy; any industry site can borrow the name of experts to help the site, the site can help experts free publicity, so that experts get more revenue opportunities, At the same time, through experts to enhance their position of authority.

Without expert resources, entrepreneurs can think in many ways to get more authoritative hints, such as working in a reputable company is also a good occasion. One important occasion of why the Quora Web site of the start-up Internet enterprise has been focused on is that it was created by former employees of "the world's largest social networking Facebook" (Charlie Chievo (Charliecheever) and Adam Antiero (ADAMD ' Angelo) , which has been very helpful to the introduction of authority, access to users, investors and media attention. Do everything possible to the authority associated with their own hint of excavation, conducive to early entrepreneurial enterprises to gain more recognition.

Many entrepreneurs are very close to the media, the advantage is through the professional or authoritative media interviews, through the media authority to enhance the site's authoritative hint, is not only well-known, but also a occasion.

This is also a lot of entrepreneurial websites like to show the reason for media coverage. In the past, many Internet startups like to board the "red redherring" of the Hundred strong list, because "Red fish" is a world-renowned media, focus on the global high-tech growth of enterprises, the most potential private unlisted companies, to be able to board its top in Asia or the global list of the top hundred, The implication is that the initial recognition means that the opportunities for future financing increase and the influence in the industry increases.

Many companies on the "Red Fish" hundred list, like to add a logo on the page: by "Red Fish" magazine as the year of Asia's most potential of the top 100 enterprises.

In addition to the overall title of the site, in the specific operational details, also need to make full use of the power of title, as far as possible, experts, celebrities related information to the specific product operations. For example, when doing E-commerce Web site operations, you can fully tap the title of celebrity relevance; dedicated to the luxury brand of E-commerce sites, can use celebrity strategy, so that the site highlighted the bag or clothing by some well-known people bought. This is a strong authority hint for many fans.

Excerpt from "The website operation Humanity, the strategy and the actual combat" a book. This column article belongs to the original work, if reprint, please indicate this article source link address.