Use social resources to "overtake the corners", and the age of social intercourse should be annoying to death

Log on to a popular social platform, view the news that subscribers push, what is the next action?

Most people like you, fingertips move to the Share button, click, the link quickly flung into the circle of friends and other social space, and sometimes people input not to spit unpleasant comments, even if only a short sentence of "Dry goods!" "or an exaggerated expression icon. "In the Internet age, social applications have never been so frequently adsorbed on the chain of communication, the general audience through the social platform to publish, share, review an article, the public opinion snowball-driven news continues to ferment." In this sense, content publishing is just the beginning, not the end, of news dissemination. "This is the view put forward by Cuban Cooper, a journalism professor at the University of Southern California, in Shanghai. He has traced the spread of a highly social age, and has repeatedly stressed that "deep social applications are changing and reshaping daily news consumption habits".

About 80% news clicks from Search and share

When you explain your point of view, "This gadget is almost in hand, and we are accustomed to opening up all kinds of social software loaded on mobile terminals and checking in real time what pictures and videos Our friends are looking at, and their personal views and attitudes about the content," said Cooper, who has a funny way of telling his smartphone. "Cooper throws a set of data, currently in the United States, only 10% to 15% of the news clicks from the newspaper website homepage, 80% is by search and share driven." "My more than 20-year-old students, almost all day and night with Facebook, Twitter, Instagram, and other global social networks, are gradually abandoning traditional portals and switching to social networking sites, which are like personalized filters, and people you know will choose what you are more interested in." The most-painted news is the headline of the popular vote. ”

Cooper concludes that websites that rely entirely on newspapers are no longer viable in the United States. Massive scrolling, real-time interaction of the trickling flow of information, building the current news consumption scene. Zhou, an associate professor at the School of Journalism at Fudan University, sees the ubiquitous function button, which greatly expands the entrance and channel of news reading, which, from the carrier's point of view, serves as a social life binder. "Audiences get and share content from social platforms, and this mode of operation allows information to reach readers more quickly, share and feedback, and improve the overall tempo and efficiency of news production." This is a potential boon for media organizations that have been seeking to broaden their audience. ”

Using social resources to "overtake the corners"

Changes in reading behavior are prompting content providers to adapt quickly. Cooper, who has held a prominent position in the "Huffington Post" of the internet media and the "Pajama Media" of new media companies, has felt a sense of the media transformation in his more than 40-year journalism career. "When I was a journalist for the first ten years, I wrote my manuscript to the editor and I was able to go to sleep." Today, journalists are becoming more and more aware of the obligation of a news organization to promote the effective delivery of content, anytime and anywhere to guide the attention of the audience. ”

Indeed, the emergence and rise of social networks, to a large extent, has influenced news production, dissemination, feedback and many other links. In the face of China's peers, Cooper asked: Who do you send news to, how to use social networks to expand the news market? Are your brands fully displayed on popular social networking sites?

In other words, the network social behavior is so common, the news media is also have the ability to borrow power "corner overtaking" possibility? "In this interface, you can experience reading news, sharing information, interacting with friends, interacting with other social functions," BuzzFeed, an example of a social news aggregation website. It is a lightweight content in exchange for easy user sharing. Personal interest in friends and interest in this article, the possibility of sticky reading greatly improved. ”

Making content in the current fashion of content consumption, turning social networking into a huge recommendation engine for news organizations to import more and more network traffic-which is certainly quite ewe, but Cooper changed a turn, "This involves the balance of information selection." BuzzFeed statistics found that a period of peak traffic, but is derived from a group of Cat Meng Pet photo, the picture was Facebook millions audience share after the site click. Do we need to rethink that too much reliance on socialization is also a risk of loss of substance and nutritional value? ”