The development direction of Weibo: the operating platform for the media service

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Sina Weibo quickly to dominate the direction of the world at the same time, with weibo.com to replace t.sina.com, China's micro-bo market competition in the inflection point. Sina's president has also repeatedly said that SNS and mobile applications will be the direction of convergence, as public opinion has speculated on whether Sina will split the microblogging market and when it relies on a large user base to embed lbs (location-based services) and instant messaging products. But there are also questions that Sina Weibo, like Twitter, has no clear prospects for future development without an explicit profit model.

The advantage of first-onset to the advantage of resource monopoly

Weibo itself is only a very simple structure of the Internet applications, micro-blogging operating platform is essentially a user to create a huge information base, but its media characteristics in the SNS communication mode, the mass communication characteristics and interpersonal communication characteristics of the perfect combination, but stimulated the enthusiasm of users.

The reason Weibo inspires great enthusiasm for users is that they first have the opportunity to be free to face such a large number of users and to spread their influence, and for the first time to find something interesting in such a massive amount of instant messaging. The larger the user size, the more opportunities to increase personal influence; the more content, the more convenient it is to get information. Therefore, the demand of the media for the user size and information content determines the characteristics of the competition in the microblogging market.

Sina Weibo through the first advantage, a large number of entertainment stars, industry experts, media organizations and other users, the current Hall of Fame certification users have reached more than 60,000 people. These users provide the main content of the information, the formation of Sina Weibo's core resources.

Microeconomics holds that there are four kinds of reasons for forming monopoly, namely patent monopoly, administrative monopoly, natural monopoly and resource monopoly. In the media competition, information resources are the most important form of monopoly. Sina uses the authentication method, the celebrity, the expert and so on each kind of elite user in the real life's credibility and the attraction transfers to the microblog, thus these resources superiority gradually transforms into the resource monopoly.

The Matthew Effect of user development begins to appear

Any individual, group or region, once successful in one area, will have an accumulation of advantages, there will be more opportunities to achieve greater success and progress. The stronger the so-called strong, the weaker the weak, this is the Matthew effect.

With the end of 2010, the overall user size exceeded 50 million, Sina Weibo began to enter a virtuous circle, the first brand cognitive advantage, as well as celebrity, micro-blogging to the user's attractiveness greatly enhanced. In turn, the increase in user size and activity, and attract more celebrities to join, Sina Weibo has entered the growth stage of endogenous users.

In addition, because of the mass content of Weibo, reading and comment interaction will cost people a lot of energy, in this case, users can not balance other micro-blog, thereby increasing the difficulty of other micro-blog access users.

Microblogging is difficult to transform into SNS

At present, the social trend of Internet application is becoming more and more obvious, and the development of SNS and Weibo is the most concerned. Microblogging as a media function has been recognized, but to become the leader of the Internet, how to integrate SNS function has become a problem to be considered.

SNS can be simply understood as "social networking sites" or "social networks".

Although Weibo and SNS have large users, there are essential differences between them. The core resources of Weibo are elite users, and the core resources of SNS lie in the user's personal social circle. Micro-blog through celebrities, experts, media organizations and grassroots bloggers and other elite users dominate the content and topic generation, dissemination, but also to promote the user and friends between the attention and interaction, but the micro-blog user behavior is around the content. And SNS is to exist in people's mind and phone book in the circle of Friends transferred to the network, through a variety of interactive and content sharing, so that users can contact with friends anytime, anywhere, pay attention to friends dynamic, share information, therefore, SNS behavior has been around the emotional communication.

According to the Fifth Media Research Center, we can clearly see the difference between the Internet interpersonal circle model. First of all, SNS in the communication object to face the people who know the main, micro-blog on the Internet to understand the main people, offline communication needs are not obvious. Secondly, SNS has the two-way selection mechanism, has the privacy characteristic, the micro-blog is the one-way choice mechanism, has the opening characteristic. Third, SNS is based on the trust relationship formed by acquaintances, with the relationship of emotion as the guide, and the communication and communication among strangers, and the content-oriented.

The content orientation of Weibo and the openness of one-way choice have obvious difference and antagonism with the emotion-oriented and two-way selection of SNS based on acquaintances. Therefore, Sina Weibo to the SNS transformation, faces the difficulty to be imagined.

Microblogging should be located in the Media service platform

The characteristics of media is the main feature of Weibo, because of the universality and immediacy of Weibo information, a growing number of Twitter users have abandoned the habit of getting news from television and newspapers, and television and newspapers are starting to look for fresh topics every day from Twitter, and the immediacy of the user's media and information has made microblogs reverse the supremacy of traditional media.

This change makes the positioning of micro-blog naturally highlighted, that is, for each independent from the media and active in the microblog users to provide better service is Sina's core development direction. Therefore, the fifth Media Research Center believes that Sina Weibo's market positioning should be: for the media Services operating platform.

As an operational platform, you should learn from Facebook and put the user experience at the forefront of your business development. Therefore, how to enable users to better from the vast number of information to find valuable content, how to expand the use of functions, how to encourage the third party to develop more application services, how to create an open, and win the platform to operate the atmosphere is the most should be concerned about Sina.

For Sina Weibo, the release of Weibo.com is an opportunity. Sina Weibo will truly occupy the dominant position of the Weibo industry when Sina Weibo is in the user experience, the concept of cooperation and win and the operating standards of the platform are fully upgraded and standardized.

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