The role of moderator in the community e-commerce problems

This article has nothing to do with the website owner who is determined to do the network Lei Feng, this article discusses the moderator problem of community electronic commerce specially. We are very clear in the past few years, community-type web site What happened: The public hot spots from the "content of the King" web2.0, transformed into SNS, from the difficult to make money from the SNS into SNS+UGC. However, the real community E-commerce practice people think: we need in fact is the community, the community can be digg, can be SNS, can also be a traditional BBS. Fresh fruit announced today, claiming that they have cooperated with Sina and the domestic, declaring themselves open to cooperate with all partners. In the domestic, sharing Jevin is to share the hot text of fresh fruit.

However, as a true practitioner and an experienced practitioner, I still think that the community that really earns money and has a high probability of success is based on BBS and is vertical. The industry must have a steady stream of advertising money to give blood to the site, and the industry must have enough user groups.

Group means that the "community" is actually a virtual "society", the social needs of organizational form and power structure. In this group, moderators are an extremely important stratum. Moderator is the power symbol of the virtual world, all levels of moderators constitute the right form of the virtual world. If the interests of the real world are not involved, the form of this virtual society is only virtual.

However, we must consider the effect of virtual form on commercialization. The early June 2008 Xiamen Small Fish Forum Moderator Migration event is a commercial pain. Whatever the end result of the fish forum, the owners and operators of the site have to consider the question: will the virtual world disintegrate because of the collapse of the Power class? Will the collapse of the virtual world affect the real world's commercial interests?

I have rationally analyzed the community moderator role of interest attribute model, this model generally has three kinds:

1. "Professional Moderator". Commercial or semi-commercial forum, hiring mechanism moderator.

Professional moderators for the benefit of the moderator.

Professional moderators difficult to assume the mission of opinion leaders, at least the people do not think a five meters of the people will represent their own aspirations.

Professional moderators generally stand on the side of the interests of the owner of the site, is a champion of the Crown or dependent.

Professional moderators are the executive or spokesperson of the business interests of royalty.

2, "Official standard". Standard-oriented society, the supremacy of kingship, the interests of lower than the crown. Similar to the reality of feudal society.

"Official standard" moderator's power is everything, the moderator for the right to live, not for the benefit of life.

The authority of "official standard" moderators is vested by the Crown.

"Official standard" is the defender of kingship, is the manager of people.

"Official standard" ignores the real business operation, the moderator does not allow a commercial interest appeal.

3. "Opinion leader". Naturally formed communities, the atmosphere of democracy led to the emergence of opinion leaders.

Opinion Leader is the leader of the consciousness of the virtual society and the uncrowned of the virtual society.

Opinion leaders represent virtual societies that resemble real-world capitalism, democracy and decentralization.

Opinion leaders can guide and influence business interests.

There is generally no direct interest relationship and dependency relationship between opinion leaders and the "kingship" of the community.

In practice, I have found that the standard community, operating costs are very low, but the efficiency of the realization of business interests is very poor. Opinion Leaders Community commercial resistance is very small, community owners of business needs to achieve relatively easy.

What is the root cause? Think about it a word that Ma Yun has repeatedly said in China: executive power. The real business enforcement mechanism must not rely on non-commercial partnerships, and the actual business operators are not moderators. It's a business Operation team outside the moderator. The condition of attaching a moderator is sharing the world, the kingship said: NO.　　Some people say that the supremacy of royalty is not a good way of the official standard? Oh, consider this problem: virtual constraints in the face of the real interests of the fragile! Dream Qinhuai (http://blog.sina.com.cn/mlqh365)