The classification of social relations

By user contact and frequency of interaction, social relations strong and weak relationship between the two categories.

One: Strong relationship

Strong relationship with QQ space as a representative. Strong relationships in social networks are mainly characterized by:

1: Circle Small: There are the following two point reasons. One is because strong relationship is both sides, so there is a matching situation, matching ratio does not match, the possibility of connection is relatively small, the second is strong interaction frequency, and a person's energy is limited, is the result of the reality;

2: Quality content and nagging content at the same time: the frequency of interaction is strong, more closely related, more understanding each other, more trust, will be more tolerant. So users can express themselves in various ways, there is no need to pretend to be perfect. Compare with sex. Therefore, in the strong relationship between the quality of the content is less than weak relations, nagging content than weak relationship.

3: The user joins the strong relation community, is to maintain the emotion, pours out the emotion. Therefore, the product design should be to reduce the cost of maintaining the user, more to pour out the feelings of the way. For example, QQ space, friend Dynamic push, in a QQ space can pay attention to all the friends of the dynamic, quick response, interaction, the deeper the feelings. than using a QQ to chat with friends, the cost is much smaller. Another is emotional talk, such as log, photo, signature, say, etc., such as QQ space log stationery, QQ space background and music.

Say dangerous 耸听 Some, want to start to do strong relations, in addition to Tencent, other enterprises basically the opportunity is very small. Not to mention start-up companies. The reason, I believe many people can understand.

So, how to do strong relationship, this is not described. One is to study less, the second is that I think to observe, to use, to think of Tencent's products is the best way to learn.

II: Weak relations

Weak relationship to Sina Weibo, yy voice, sing Bar, PA and other products for the representative.

Weak relationships in social networks to show themselves and improve the main, by imitating the good users, their efforts to improve the quality of the content of the release to gain the attention of others, so as to improve their influence, become a small group or a large group of celebrities. and enjoy the extra psychological experience that is sought after.

Weak relations are characterized by:

1: Circle Larger: In contrast to strong relations, weak relations can be two-way, can also be one-way, do not need hundred matches, the possibility of a large number of connections; the second is weak relationship interaction is weak, users do not expect other people's feedback, the maintenance cost is lower, so the circle can be larger;

2: Content better: In the weak relationship, users to obtain attention or attention to others, the need to produce high-quality content, for those who are concerned, is the need to obtain quality content. So, to get more attention, you have to adjust the publishing strategy for the content.

3: The user joins the strong relation community, is in order to express oneself, obtains enhances, enhances the popularity. For the community product design, should try to guide, help, motivate users to produce better content, to help users find a sense of existence in the community, value. Only in this way will he stay and contribute to the community.

4: The user relationship can be changed from strong to strong. User relationship from weak to strong, there are 1 key points, that is, find common interests and hobbies, common interests, meaning that can produce a topic. The more common topics, the more interaction, the more likely to become strong relationship friends. That's why we need to develop a little more interest, because it's great to expand our connections at parties. For this, well-connected people may have a deep understanding.

5: Changes in user behavior after a weak relationship becomes a strong relationship. If your community does not use a high frequency, then the user will transfer the relationship to the strong relationship platform. The high frequency of use means that the more interactive the user is, the stronger the trait of the relationship is destined to require a higher frequency of use of the community. For example, food Jay, I only in the food before the community, I know new friends, I will be transferred to QQ, because I go to food jay Maintenance, the cost is too high. But I know friends on Weibo, I can also interact through letters, because Sina Weibo I use every day. So on your platform, whether the strong or weak relationship can be saved is determined by the user's frequency of use in your community.

Some ideas about how weak relationships work:

Have written an article before: Take the love racket as an example, elaborated the social network user's growth track. The growth trajectory mentioned in this paper is illustrated.

1: Product positioning

Product positioning determines how to help users with a certain interest to find an organization. For example, sing, find a circle like K song.

"Cognitive surplus" author Shirky wrote: "Interestingly, the concerns of any particular group seem to be worthless in the eyes of outsiders, but for members of the group who share a common interest, the things that others see as not worth taking time to consider are the things they care about most. ”。 Therefore, users must find a circle if they need to perform and increase interest in a particular area.

For entrepreneurial companies, the development of the community should first be vertical and in-depth, and then horizontal development. In a subdivision of the field of development, because the user group is not big enough, such as Tencent, Baidu category of giants will not be in the eye, this time need for rapid development. This time only need to sneak and attack the good. It doesn't take a lot of defense, so the team's energy can be put in one direction, and when you get into the sights of a big company, you need to think about defending.

Vertical selection of a small area into, is to protect themselves when they are weak, but a development strategy.

But the product positioning should consider the future expansion. Positioning is too narrow, from vertical to Broad is difficult. For example, sing it, how to develop, because social tools too personalized, he can only meet the development of K-song users. For example, YY, the first to locate the small group of online Games Guild, because of the versatility of speech tools, to use entertainment, education, shopping exchanges, meetings and other aspects have no problems, so there can be a lot of space for expansion.

2: Help, Guide and motivate users to produce high quality content

The boot includes the operators themselves creating content in the community, telling users that the product can be played as well.

Some active users, dare to try the user will also play more product patterns. As with the development of pop, there are a variety of user-created play: Radio, teaching, comedy, emotional Express, Psychological FM and so on.

The list includes the new star, regional list, national list, various ways to give users as much as possible to show, may be found. I think this has played 2 roles:

First, through the new star list is not too high quality content to tell the newly added users, entry threshold is not high. Users will feel they can participate. So once said on Weibo: a community should not only show quality content, it should also show less quality content. Ordinary content to tell users, not too good, you can join; Quality content to set the benchmark, is the object of ordinary users worship. Through the tools of the simple sentence scoring, the correct temperament, the overall rating, so that users know where they need to improve, so as to improve their singing skills.

The second is to let everyone have the opportunity to be found, the discovery means that other more possibilities, including praise, comments, sharing, attention, etc., these are honorary incentives. Only by being motivated, the user's vanity is satisfied, and there is a sense of existence, the user will have more enthusiasm. It's a virtuous circle.