The winning magic of Weibo

        If anyone asks what the most-watched it product is now, it's not the micro-bo, which, in just a few months, has a far greater impact and coverage than people think. Unlike other Internet products, microblogging seed users are not limited to it groups, and are rapidly infiltrating and affecting various social groups: stars, media, individuals, groups, etc.

         with the development of the Times, the whole society, especially in science and technology, culture, economy and so on in the high-speed evolution, whether from space or time, are in the fast-evolving stage: fast-food diets, more focused and convenient shopping, high-speed rail transport systems, anytime, anywhere, and so on. In the area of culture, the trend of internet culture from personal websites to blogs to microblogs shows that the emergence of micro-blogging is in line with the fast-growing demand for fast-reading information.          subject to such a wide range of attention and use, micro-bo nature in the product has its unique advantages: a more simple interactive function, it will be more than enough to simulate the social communication between people's SNS demand, As far as possible compression extraction, in the content, especially the content of the record, compared to QQ group internal information Exchange more attractive: one micro Bo can save release information, easy to focus on reading at any time, and more easily summed up the transmission, especially the content of other people to relay the reply can be saved, QQ Group Chat Now more towards an emotional vent, rather than the rational text record, its content more and more tend to entertainment and colloquial.          for traditional blogs, Twitter is more pure: simple delivery steps, faster feedback, mass communication through interpersonal networks, and a more relaxed relationship between people. Entering a blog feels like entering someone else's private domain, but roaming the microblog is more of a face-to-face, equal exchange, a compulsory culture infusion, and a neighbor chat-style communication, no doubt Weibo can make people feel more comfortable.          and micro-Bo free attribute also determines the internet characteristics, combined with the automatic information capture function, so that users do not need to open a lot of information sources, only through their own microblog home page, Daily access to all of its listeners said the message, for the information fast food today, is undoubtedly to meet the user's fast reading needs.          But microblogging also brings a series of problems, the main problem is: information is broken. The broken information is mainly manifested in two aspects: the information is not in-depth, and information is incomplete.   Weibo information not deeply          Five elements of news content: what (what's the matter), why (why), who (WHO), When (what happened?)How (Progress)          in traditional media (newspapers, magazines, etc.), the processing of the content is rigorous, after verification and repeated revisions released, with a certain precipitation.          Micro-bonnet information is often based on comments and summary content, less than the antecedent, and no consequences, 140 words of micro-blog content is difficult to really say a thing clearly, But only in expressing the information that the publisher grasps the current feeling, the information release has the randomness, the dissemination process has the uncertainty.          at the current stage of the rapid development of micro-bo, it may be the depth of the risk is not obvious, but once the micro-blog in the social spread of more and more important, So the randomness of Weibo information poses a big problem, especially for the content control of the large base listeners in Weibo.          even if some of the publishers are not interested in making inaccurate information, but the 140-word release limit and its own characteristics, it is really difficult to let the publisher in-depth editing content, Summary carding relevant information, so listeners and communicators can be difficult to see information after the first time, through micro-blog to understand the cause and effect of events, but the broadcast is extremely easy, two times the transmission process of information error risk is higher, making inaccurate information in a wider range of adverse effects.   Micro-blog information is not integrity   The above is not in-depth, refers to the release of information may not be clear to start publishing, and incomplete information, mainly refers to the listener treatment of information on the means of acceptance, may appear incomplete phenomenon.  ---Because each listener is free to choose the source of information, and is not always on the micro-blog to listen to information (after all, to work and live); ---due to the 140-word release limit, the publisher wants to make one thing clear, may split into a few information release; --- Because multiple publishers publish at the same time, information is displayed on the home page of the same listener before and after the specific release time;         Then it may cause listeners to listen to incomplete information about a few messages released by a source.         without complete information, it is difficult for the audience to interpret the authenticity and reliability of the information, thus causing the tableThe speaker thinks he understands, but the audience can only understand the fragmented content, so the content can bring much authenticity, but the result is not optimistic.          information fragmentation, in the development of the Internet today more and more obvious, but take the catering point of view, even if the fast food sold again good, consumer groups also have exquisite taste of life needs, And the feast no matter in taste or style, have fast food incomparable advantage. The same is true of          fast-consuming information, with in-depth reports and elaborate, content-related topics that are always essential to information needs.          Yahoo and AOL both implement the same strategy: to increase the original, rather than simply rely on reprint. AOL has 500 full-time journalists (not editors) and tens of thousands of special, Yahoo New acquisition of 380,000 special writers of the website AC, its original share of the entire Yahoo information from 10% mentioned 20%, and look forward to introducing the exclusive content from HuffPost.          on the one hand is the portal in the continuous increase in original strength and content quality, on the one hand, the fragmented products are sought after by the market, you can see that information access is still an important part of the current Internet demand, We should also see a wider range of areas: traditional newspapers, magazines, the vast amount of original content, and the Internet content is not fully integrated.          take "Bosom Media Group", its own six periodicals, hundreds of full-time editors, tens of thousands of writers resources, 20 years of experience in the operation of content, compared with internet content, similar to "bosom friend "Phoenix Weekly" Such traditional media, whether in the content grasp, or depth of content, have a large content advantage, but how these resources with the Internet content, Internet products, the needs of the Internet group perfect combination, not only traditional media problems, but also should cause Internet products Deep thinking on the content operation level.          can not extend content to meet the depth of the needs of visitors, relying on fragmented information, only to let users in the field of information demand "full", but far from "eat well" degree, More important is to meet the needs of the nutritional mix, once only to meet the rapid low level requirements, may be the entire network of information transmission quality will have a negative impact.          and traditional media has not started to pay full attention to the network information dissemination, this also gives the grassroots network (20ju.com), the Internet Digest (yixieshi.com), Cnbeta This kind of Network digest website certain content development space, these websites also advantageous complements the micro Bo to the content not deep flaw, to some extent to the Internet fast reading content demand has met.          but at present, how to combine the depth information of traditional media with the rapid consumption of micro-blog, truly meet the readers all-round, multi-angle, with three-dimensional information access channels, This is the network news practitioners should pay more attention to the factors.