Web2.0: Relationship is the key

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

The early Web 2.0 operators who developed their blogs, and those who recently joined the market, have different myths about the spirit of the Web 2.0, which is still mired in 1.0, while emphasizing user involvement and sharing.

First, Web 2.0 is not media, but many blog-site operators are still doing "content publishing" (Publishing) business. Traditional news websites rely on editors for publishing, and now they are throwing the task of content supply to many bloggers.

For example: Blog China can be said to be the forerunner of China's blog, but operating for many years or inseparable from the "Find someone to write column" model. User behavior in the above, is content browsing, the site is still "content" as the core of the presentation, and 1.0 no gap.

is WEB 2.0 not the grassroots media that the user participates in providing content? What does that have to do with content? The author feels that 1.0 of the content is "browsing for content", while Web 2.0 content is "to establish a relationship for the purpose", content is only used to build a relationship tool.

In short, the 1.0 era of goods is "information", all development revolves around "how to deal with the explosion", whether news sites or search engines. The product of the Web 2.0 era is "relationship", the issue is "how to deal with the lack of relations" and "how to deal with the relationship explosion."

To put it simply, 2.0 of the product of the WEB is only one. 1.0 times, we need content experts to help me to run the early Internet companies; in the Web 2.0 era, what we need is a sociologist who guides us in how to guide people to interact in a virtual society.

Anyone, there's a need to be found.

1999, the author of the network company to find a graduate of the Library department, the division search engine classification; To find the editor of the newspaper and magazine, the content channel of the special division; because that era was completely focused on the issue of information processing, we needed such expertise.

In the Web 2.0 era, the ultimate goal of Web services will revolve around the "How to show a person" thing. When it comes to people, it is inevitable to talk about human needs. The famous psychologist Maslow has pointed out that there are five levels of human needs, from basic to higher order, respectively:

1) The demand of the physiology, 2 the demand of safety, 3 the demand of being accepted, or the need of love and belonging, 4 the demand of self-esteem, and the demand of self-realization. Among them, the former two authors simply called "The existence of the demand", and then both the author called "Social demand."

The above level to the Internet, will find blog and even the network albums and other services, only to meet the needs of existence. In other words, internet users who write blogs and upload photos should not be considered "personal publishing", but should be considered "Hey!" I am here! ".

Internet users need to have a place on the network to declare their existence, there is her home, is the heart of the harbor, is the place to rest. That place to be able to safely store all her everything, she on the above all traces, including albums, diaries, messages, are the proof of existence.

The problem is that most bloggers are lonely on the internet. Their blogs are less frequented, with only a few visitors a month. One keeps sending out "Hey! I am here! "The message of the people, in a long time has not been found, doomed to be lonely old."

Web 2.0 Next stage: the establishment and management of the relationship

Many blog service operators have discovered such problems and are beginning to evolve toward the next stage: "Social needs". Everyone expects to be found and accepted, how do you guide people to know each other? It takes a reason to pick up a conversation, and all the content can be a reason for a pick-up.

In the United States have mybloglog such services, so that people who write blog can see who has been my blog. And China's blog service operators, then the other people's visit records into the basic function of blog, everyone can see who has been my blog.

This has nothing to do with "personal media", but we consciously guide the establishment of human relationships. You see someone visiting, so you return to her blog, the first step in the relationship is how to start. A good blog service operator should be able to make a relationship happen through various means.

Some blog service operators, through the content of the recommended way to push a good blog article to the home page, or through the editorial recommendation, or through other readers "top" push. But this is no different than the 1.0-era "content publishing", but it is just the creation of 5% stars.

"Let everyone have the opportunity to be natural attention" is the responsibility of blogging service operators, but also similar to the Japanese Mixi and China's 51.com into its big reasons. Operators have long realized that blogs have nothing to do with content publishing. Blogging is only the foundation of existence, and it must be done on the basis of social work.

Sina Blog's "Production Star" work, only to create a few stars and to meet the popular mentality. Most of the individuals who open the blog are rarely heeded, and blogs are not. Stars are just tools to create content and traffic, not Web 2.0, but 1.0 content sites.

"Sharing for sharing," never existed.

Maslow's theory looks very mysterious, but it can be used to look at different types of Web 2.0 sites and see the potential for future development. In short, these levels of demand must be a layer of satisfaction, unable to copy shortcuts. Those who copy shortcuts are destined to encounter bottlenecks in development.

There are many Web 2.0 website design at the beginning of the idea to build a framework for users to "share." The content is shared by bookmarks, news, art events, food reviews and discounts. However, the share of the people is always very small.

These operators may not have thought that sharing is not an act that happens naturally. People must think about themselves before they consider others. Therefore, the initial function of the site must be to meet their "existing needs", for their own use, and then consider sharing the issue of others.

Take the social bookmarking website (Social bookmark, for example, American del.icio.us) as an example, first consider whether the network bookmark function satisfies the tool demand of the individual to organize the information, then only then can share the demand to others. Finally, people interact through moderate guidance.

Web bookmarks are not a noisy place to push a Web site to the first page, but a tool for people to build relationships. The bookmarks that users collect and the tags they have on their bookmarks are "descriptions of themselves," not the content, but through the content, they show who they are.

When the description of "person" is complete, it is not difficult to establish a relationship with them. Web 2.0 Web site operators can use tag as the core, Data Mining as a means, so that the nature of the same/different people have more opportunities to know. In this view, the network bookmark has not yet entered the next stage.

The next stage of the search engine issue

The business approach mentioned above describes how to deal with the problem of "insufficient relationships". Yet another issue that has become more prominent in the Web 2.0 era is the problem of "exploding relationships". When you add more Web 2.0 sites, the management of the relationship chain will be tricky.

I have said that in the Web 2.0 times, the cost of human contact will tend to be lower. However, many Web 2.0 Web sites have introduced the concept of a relationship chain, which has led to the precise search for a certain person or even one person, becoming a costly behavior.

For example, to find someone in the US, you may have to visit MySpace, or Orkut, or Facebook, followed by hundreds of thousands of Web 2.0 sites. Even if it is not accurate to find a person but a certain person (for example, the history of the Ming enthusiasts) is also difficult things.

This is a new era of search engines should deal with the problem: the relationship chain search. In the 1.0 era we saw the information explosion, the high cost of obtaining accurate data, and search engine successfully solved the problem. Now, the explosion of relationships is another problem that needs to be solved.