The survival of the social question and answer website: How traffic is being changed

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The triple fundamental features of the social questions and Answers website: SNS, forum, knowledge management. Although it is known that prosperity in the former, but the status of the question and answer website is: "Corpses." What makes this field a Jedi? Is it not a matter of natural to rely on the flow to change? Follow the I black Horse to see the author's point of view.

In the knowledge that there has been such a problem: if a website Sina Weibo + Renren + Douban + Public comment Network features full integration will do? In the answer, most people have objections such as:

A hodgepodge of you just started, where users come from, characteristics, not to say that they are assembled together, are characteristics, often will be made into a hodgepodge of products without features, but also to attract users.

However, know the ≈ Sina Weibo + Renren + Douban + public comments

This question was put forward in 2011, after 3 years of looking back, the most magical thing happened, you see, it is the above said this fusion body, almost all the desired fusion characteristics of this problem, then the questioner's expectations are as follows:

Sina Weibo

Advantages: There are many celebrities, there are many different voices, can be a good expansion of their knowledge, of course, entertainment is also more

Disadvantage: The total sense of interaction is too small, and the way of activity is relatively limited

Renren

Advantages: Many students, users should be closely related to each other, the highest degree of trust between

Disadvantage: Low quality of content, for me personally, the use value is getting lower

Douban

Advantages: There are book reviews, reviews, and relatively high quality of content

Disadvantages: Single content, social inadequacy, feeling a little too literary

Public comments

Advantages: More resources, if necessary, to comment on the comments,

Disadvantage: This should not be a social networking site, but it depends on the relationship between people (the same store evaluation), etc., function list

There are actually some intrinsic reasons for knowing the various features above.

This is implicit in the social question and answer site is the triple fundamental features: SNS, forum, knowledge management. Specific corresponding to now know, the information flow on the home page embodies the SNS attribute, the topic embodies the knowledge management attributes, found that the forum attributes. This triple attribute is corresponding to the basic characteristics of the above several major sites, Micro Bo and everyone is SNS, watercress film review and so similar to the extension of the forum, and the public comments is a kind of knowledge collation. The integration of these three is the creative destruction of the Old World, this destruction by answering this fundamental need for the entrance, coupled with a little bit of celebrity, detonated people's knowledge and information sharing demand, and finally achieved the understanding of such social questions and Answers website.

Know that although prosperous, but the current situation of the question and answer website is: "Corpses"

If we think that it is a milestone, now the key question for the social question and answer website is, then what? The most intuitive reality is that the Social FAQ Web site is generally mired in Jedi.

We all know that the Jedi do not stay, but it seems that everyone still do not know where the road, are still in the search. If the heart to observe the list of the 2011 question and Answer website, there will even have a feeling of corpses, ah trouble such a site is now only left in the old knowledge of the problem, and the key to die everyone is the social question and answer website's profitability problem.

From this point of view, know that even the shell although the success of the product, but in fact did not get out of the Jedi, they are only better than the same site, adhere to longer, but did not really get rid of the basic dilemma of social questions and answers website.

In this regard, the Internet traffic will really be able to change it?

What is it that makes this field a Jedi, and depends on the flow of traffic is not a matter of natural? Generally speaking, this can be called: people want to make money, but go on the road can not make money.

Do the internet seems to have the subconscious thought that there is a flow of users must be able to make money, so the means of operating products are simply abstracted to find ways to expand traffic, retain users, then you can wait for money to roll over.

This realization is wrong, or has his own applicable boundaries, and it happens that the social question and answer site is likely to stand outside this boundary.

For now, the Social FAQ site is often about knowledge (404 pages are: You seem to have come to the wilderness without knowledge). The key to the flow of cash is advertising, so that the above story to talk about, equivalent to the barrier between knowledge and advertising. This is almost impossible under the existing form of advertising. Search engines provide information, so you can prompt advertising information with a given keyword, but when a person is learning to understand what is genetically modified, the advertising of genetically modified food is entirely outside his thinking.

We can refer to the situation of wiki in this matter.

Wikipedia's traffic is big enough, but the annual call for people to donate to the server, but resolutely do not add advertising to earn revenue, the official explanation for this Wikimedia Foundation is: We are not against the world of online Advertising, nor are we against other organizations that host ads. We ethically know ads are not a appropriate thing to find in a project devoted to education and Knowledge–and one That is strives for balance and neutrality.

Wikipedia's view is simple: advertising this thing who would like to do, but not with us.

To say that this is not a temperament, you can hardly imagine Tong Pak Fu, a famous person hawking antique calligraphy and painting every day, because it is easy to imagine a charlatan is a variety of ways to sell antique calligraphy and painting.

The contradictions between knowledge, flow and advertising make socialization questions and answers easy to be Jedi. It creates a potential illusion of flux, but it's not about profitability.

The point to be clarified here is that the above view only examines the social question and answer website from a profit perspective, which is another result if viewed from the perspective of social significance.

According to Drucker's book, in 90, one out of every two Americans served as a volunteer in the nonprofit sector, working at least 3 hours a week, is the de facto largest employer in the United States (see: Nonprofit management), with the government, business three-point world. This volume potentially means that the nonprofit sector can have huge traffic and career success, but the definition of success is different from the business.

If you know that the social question and answer website has positioned itself as a non-profit organization, it is also a way out of the Jedi, but this is tantamount to redefining their existing values and goals, redefining the standards of success, it is likely to violate the original intention of a people, is completely another topic, no longer, The main focus here is on the premise of profitability, the social question and answer website where to go.

The death of the social question and answer website: The existing profit model has no solution to it

For now, there are two more certain facts:

One is that the social quiz site is hard to gain by selling content, this possibility may exist in extremely vertical communities, but in a free and universally interconnected era it is dangerous and easy to become a source of human traffic, because preserving the private and exclusive of knowledge is contrary to the trend of the times. The image point is to know that you can do the daily, but you can not expect people to pay to read.

One is to maintain the neutrality of knowledge, not suitable for direct introduction of advertising in a cpc,cpm way, it is difficult to imagine in the parenting quiz side is selling a variety of baby products ads. To ensure the user experience, it is also not suitable for a micro-blog, the social events on the side of the ads to put clothes.

These two points are very contradictory, the former forced the profit model back to advertising, the latter is equivalent to the existing advertising model is not suitable. It seems there is no way, but the story actually becomes simple, this is serious in the call for innovation, all the challenges from the dilemma can be the fuse of innovation, or innovation, or death.

It is necessary to briefly review the development of advertising. I personally have no systematic research on advertising, but from the perspective of an advertising audience, I think that advertising can be divided into two generations: the first generation of advertising is not relevant, advertising is advertising, content is content, newspaper ads, telegraph poles on the small ads, and even on TV is this mode. The most amazing is Weibo, although the form is very new, but still use this mode when advertising, the second generation of ads is the representative of Google added to the relevance of the ads, you give a hint (keyword), I provide the relevant information included in the content and advertising. Stackoverlow's job ads, which look like the first generation, but are essentially second-generation, reflect the relevance of the field, much as information in the same field is divided up and down.

Two traditional forms of advertising, the form of stackoverlow may be applicable to some of the more vertical question and answer community, but for the knowledge of this kind of comprehensive question and answer community is still difficult, the key difficulty is still generated by too much public knowledge, "since the Robin Li in November 2012, what has happened to Baidu changes ?” This kind of problem is very much like microblogging on the hot social events, may be interesting, may have social value, but far from the business, the image point is that corruption can be very hot, but you can put it into what advertising up?

This means that the social question and answer website needs a third generation of advertising methods. What is the possible form of a combination of the social question community and advertising?

The Life of social networking sites: Changing the front end to create independent value

The exact form is difficult to describe, but the advertisement should be based on the associated (Relationship between people and the relationship between people and knowledge) rather than simply relying on keywords. As mentioned earlier, the social question and answer community actually superimposed triple attributes: SNS, forum and knowledge Management. If advertising is based on knowledge management or forums it is very likely that the CPC category of the road, which has been analyzed before, this road is difficult to advance. So the form of advertising should be based on the relationship between people and people and knowledge. In this way, it is necessary to turn the social question and answer into a thorough front-end for building associations, after which the various associations embedded (people and knowledge, etc.) can be extracted as an independent creative value element.

So it may be too abstract to imagine a specific scenario (right now it's just an idea, but the future V-vote will consider practicing it in the same way.)

Questionnaire survey is a very biased field, but in fact, is to develop a lot of products can not be missing a link, from the perspective of enterprises, it is undoubtedly the most concerned about effective samples, and the way of wide nets is in fact not conducive to the effectiveness of the sample. The relationship between the human and the knowledge in the social question and answer site solves this problem. Imagine a scenario where a questionnaire and a social FAQ site share data and members can be paid to participate in the push to their own survey. Companies can initiate surveys at one end of the questionnaire, filter or even designate target groups in a specific way, set the price of the questionnaire and pay for it, and the questionnaires will be released. So if you want to develop a new product, would you like to use such a survey?

This is called the idea of taking the various associations in the social question Web site as an independent creation value element, the above story is only used to illustrate the concept of a more vivid, not much of the real feasibility, but in fact, from this perspective, it seems that the social question and answer site more than a myriad of imaginary space.