What are the core elements of network community operation?

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I'm going to take "user operations" to answer that question.

The core of the community is the user. The operating community is actually the operating user. The core of user operation is "How to maintain the attraction to the core user group".

The following are only for those who know this type of knowledge

1. Define the core user base

UGC Type Community products, the audience can be divided into two groups of people: a, content creators; b, readers.

There is no doubt that "content creator" is the core user, of course, also need to add an attribute "quality".

No matter what kind of UGC product, the creator of quality content is his core user.

So how do you define quality content? Different products have different definitions. As far as the knowledge is concerned, the "discovery" recommendation is sufficient to explain the definition of quality content. Those who can contribute to this content are the core users who know.

2. How to attract and retain users

Like-Minded (Sense of belonging)

In real life, a person can attract what kind of person, basically depends on his quality and strength. The same is true for community-type products. Know what kind of people to attract, what they have, what kind of people can be with them, and then know to convey this feeling, so that every one of these people think play is known as a well-deserved (via Richie). Psychology calls it a "sense of belonging."

For the weak relation strong content community, basically is the content attracts the user, then through the relation precipitates the user.

Be responsible for words and deeds (responsibility)

I have observed many communities, web2.0 times, the more empowered the community, the more prosperous. The same is true of the state.

Empowering means democracy, and empowering also means the wisdom of fools, meaning that everyone has more space to contribute to their organization.

However, the right must also bring about a corresponding obligation: "Responsibility for their own conduct of the obligation."

As with the president, you have the right to vote for any candidate, but you have to be responsible for the results of your vote.

For the operator, it takes time to deliver "you have the right to do this, but you have to bear the consequences!"

For product design, it is necessary to define the community's "public area" and "private area". In daily life, people don't mess around in public. In civilized countries, public places do not dare to smoke, do not dare to spit. For products, you can distinguish between public and private spaces from design. )

All acts of the user in the "public area" will be recorded and can be evaluated and made public. Like a wiki's change record, you can change the content of the wiki page at will, but you have to bear the consequences when someone else finds it.

And a community, users should also have their own private space.

Set the benchmark (Model)

There is nothing new under the sun. The operating community can also learn from the life of various aspects of the case, not necessarily to the language not surprising death.

For example, the company will award excellent employees every year, the NBA will give outstanding players to award MVP, the United States will give outstanding Citizens President Award.

These, too, can run through the community.

In the process of running a community, we must always establish the content and the user benchmarking! Pass these benchmarks to convey the values of the community.

Of course, to allow these benchmarks to really form a driving force, but also need the credibility of the Organization, such as open and transparent mode of operation, fair and impartial screening principles. The values of the community can be delivered to every user's heart. "Touching China Series" is a negative example.

Sow the fruit (contribution)

In any organization, the status, Glory, and money that people reap are closely related to their contribution to the organization. It should be so in the UGC community. The core job of a community operator is "to make the user's harvest in the community match its contribution to the community."

"Let the user in the community's harvest and its contribution to the community matching", whether it is the UGC community or games, even companies, countries, all do this, are extremely strong and healthy. Do not believe that can be verified.

The values of the community should also be guided by this.

For example, for questions and answers, serious, hard to answer questions, to give High-quality, original (at least cite the source of reference) to answer the user, should be respected. In the community, indiscriminate irrigation, abuse and other acts of destruction of the community should be punished or resisted.

When the company is small, the boss can directly see the performance of subordinates, the company is big, it needs to assess the system. The community is the same, the community is big, need to rely on the system to measure the degree of contribution.

The above "SRMC model" is I this time the community operation work Summary, the user's operation, is this model work reincarnation. "

According to the SRMC model, what do you think is next in the direction of improvement?

S: Accurate recommendation

R: Users have greater privileges in private space. such as: Collection. You can not only collect problems, but also edit additional information. You can invite other users to manage favorites together, you can put pictures, you can write logs.

M: There is still room for use in the lower right corner of the home page. (although pushing the most popular things will result in Matthew Effect, but the right amount of push, the novice to adapt to the community has a lot of help)

C: Similar to Quora credits, medals? (Although many users have expressed the aversion to medals and points, but through these mechanisms to locate the user's contribution, and through the contribution of the user hierarchy or authority rating, it is worth pondering the matter.) At the very least, Quora did the credits, not getting worse, and it was worth pondering.

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This article is published by the 骆驰 user.