What is credibility?

Absrtact: The new media takes the website platform as the center, including the user author Advertiser's each interest role around the platform and the survival development, this small system certainly very conforms to the commercial Ecology circle definition. The so-called new media site refers to the titanium media/tiger smell/Love

The new media is centered on the website platform, including the user author Advertiser's various interest roles around the platform and survival and development, this small system is undoubtedly very much in line with the definition of business ecology.

The so-called new media site refers to the titanium media/tiger sniffing/fan/36 Krypton as the representative of the "organized discipline" of the development of UGC Web sites and traditional media sites relative to these sites.

With the "WEB2.0" concept of "user-generated content" of the rapid development of the mode of operation, it can better meet a large number of areas of user needs, or the latest scientific information, or in-depth analysis of the report, or the exclusive view presented. In this article "The trend of new media and reality ceiling" (Link: http://www.tmtpost.com/33533.html) in the paper, the author of the rise of the new media and the future of the reasons for the analysis and summary: "So, after the momentum, the new media will need to Ming Road." This way, plainly is the new people encounter old problems, for those who came from the traditional media of the head of the media, is not unfamiliar. "My understanding of this passage is that the rise of the new media is due to the" social environment ", new media is the emergence of the internet for the media industry has an impact on the inevitable result, the new media want to better development, need to understand the future of the road, on this road there is not around the past (specifically as follows) three mountain. "Three mountains" specifically refers to: their own positioning, business model, public credibility. It is true that both new media and traditional media will not be able to meet the above three challenges in their growth.

But I think the new media, the inventive motive for the novelty, is to change the way to solve these unavoidable problems: the new technology media is already very clear positioning, its UGC model is to solve the "business model problem how to compress operating costs" problem, as for the new media "business model choice" problem, There is also a fixed answer, that is, a variety of known "Network product business model" (and traditional media profit model is somewhat different). In this way, as soon as the new media appeared, he had already solved two of the "three Mountain problems" (no one can say that it will fail in the future), so now all that remains is credibility.

Let's analyze what the credibility is. "Ceiling" in the text of a certain explanation of the public letter, the individual feel that those explanations are still not specific. The so-called credibility should be equated with influence, it is the value of the media: a media without credibility, will not obtain user approval (not to gain influence), can not obtain user recognition (no influence of the media will not be able to gain), the media will have no value (or to survive). Our understanding of the credibility of the media is not very difficult, the real difficulty lies in how the media to obtain credibility (the ultimate problem of the development of new media)?

Can be sure that all the media are in pursuit of higher credibility, it can also be said that the operation of the media site is to do everything possible to use limited resources to build their own credibility.

Here I will try to introduce the concept of "media biosphere" to solve this ultimate problem. Eco-Circle, also known as the business ecosystem, refers to the business activities of the stakeholders through the common establishment of a value platform. Each role focuses on the overall characteristics of its value platform, leveraging the capabilities of other players through the platform, enabling the system to create value and share benefits (excerpted from Baidu Encyclopedia).

The new media is centered on the website platform, including the user author Advertiser's various interest roles around the platform and survival and development, this small system is undoubtedly very much in line with the definition of business ecology. Let's take a look at how this media biosphere is formed and functioning: the website platform is built up, need to pay a certain price to the author in order to raise content from them (a kind of resource form), the website platform after having the content, (pay a certain price) through a series of promotion means to obtain the user (consumes the content resource), Users from the Web platform to obtain information content at the same time also want to pay a certain price platform (including the popularity and funds and so on various forms of resources); The site has a certain popularity and influence, advertisers into the circle, for its injection of funds-oriented resources, while access to the flow of resources to import return The site then returns a portion of the resource income to the author, and the other part of the new round of recycling process to attract more users and advertisers to join the circle.

From the above analysis, we can see that the business ecosystem is actually the process of resource circulation. In this process, all the benefits of the role of the resources are unified into the Web site platform, the site is responsible for the integration of all these resources and then fair distribution, while acquiring the additional value from processing resources.

What, you asked why there was extra value? That's because:

Resources are circulated as a commodity within a circle (like the energy in a natural ecosystem), and the process of transforming a resource commodity between various forms will naturally produce value. Said more like a point, the website platform needs to expend certain resources to take the content resources from the author there, then consumes certain resources to the content after processing, then uses these content to satisfy the user the consumer demand. In this process, the consumer needs to pay for the resources that the platform spends on the processing of the content, so that the excess value above the original value of the content is generated (do you think of the conservation of energy or the equivalent exchange set in the Steel alchemist). Then the extra value can be used to buy more resources, so cycle.

The amount of resources is the only criterion to measure the prosperity of the circle, the degree of prosperity of the circle equals the influence of the circle, and the total amount of resources equals the influence of the circle (the influence equals the credibility of the media). The essence of the concept of ecological circle is the balance of mutual influence symbiosis, each interest role has its own different interests, new Media web site as the central platform for this circle, its role is to use various means to maintain the ecological balance of the circle, so that it can continue to grow and not out of control. Finally around the theme of the first breath.

What do you mean, what am I trying to say?

You can guess first. All right, well, actually, I'm trying to find a breakthrough to promote the rapid prosperity of the biosphere through the above analysis.

I think that in all ecosystems, no matter how large and complex the system is, there will always be a fundamental factor that can affect the overall development of the whole community (the more fundamental the more critical). In real ecosystems, this factor is often the climate environment. For example, in the Savanna system in Africa, the change of climate environment can directly affect the prosperity of this circle, the key factor for the survival of the system is the "stability" of climate and environment changes, if the climate environment for some reason become no longer stable, the rainy season will not come, Then there will be a fundamental change in the ecosystem. Conversely, if the underlying element of the system is stable, the high level of instability in the system does not affect the entire system too much.

Let's go back to the media ecosystem. What are the basic factors that can affect the prosperity of this community? The answer is clearly the quality of the content. Because the quality of content directly affects the user's recognition of the platform, the vast user community will inject resources into the platform to support the largest portion of the total resources.

Then the question is what factors affect the quality of the content? The answer is of course the author and the media platform, including editors, that the author will float the quality of the content because of his personal ability and status, but since the new media site is using UGC solicitation mode, It is impossible to deal with "the author factor of content quality problem" in the way of the traditional media, so the control ability of the media to the author factor is relatively weak, and for editors and the media themselves, it is possible to control the quality of the content by various means. For example, editors can subjectively determine which content is valuable and need to be strongly recommended, and which content is less valuable than the need to spend more resources to do the promotion. Media sites can also use technical means to optimize their own "high-quality content presentation mechanism", simple as "hot paste recommended function This week", complex such as "distinguish between hot paste in parallel and dry goods algorithm" and so on.

Well, this article is written here to finish. The concrete method of operation is created by people, and the right direction and thought is crucial to reach the final goal.

Finally, make a summary: New media can be created by the media ecological circle to obtain a continuous surplus of value gains, while the impact of the healthy development of the media ecosystem is the quality of the content, so the new media should focus on how to win high-quality writers and optimize the "quality content presentation mechanism" work above!