What is mobile social?

The future of mobile social networking will never be a micro-trust, but it is definitely not the same as the micro-letter of the same social model, look forward to the future of mobile social areas will be more interesting social patterns. Author: zhen (mobile social entrepreneur) settling for a period of time mobile social suddenly lively again, first NetEase and telecommunications jointly launched easy letter, and then Ali on-line "pure" social intercourse, Sina suddenly strategic investment micron, on the low low-key Baidu and love toss 360 did not come to plug a foot. Then the major Internet companies have to layout mobile social, this is to challenge the micro-letter Mody, or are idle all right to soy sauce it? read a variety of pessimistic analysis of the article, as a pure product, I carefully observed a circle around the people, found that there are really few people in use. I have been thinking these days, what is a mobile social? Does the micro-letter theology really satisfy the social needs of the users? What kind of interactive approach is consistent with social behavior? Here are two typical examples to analyze. 1. What is social? In a broad sense, socializing is the interaction and communication between people. What are the prerequisites for socializing? ① the willingness to communicate with each other; ② have a common interest topic; ③ have free time. In other words, the social need to be able to form must be at the right time, the right place to send the right information to the right person in the right way. 2. What is the nature of social intercourse? What are the reasons behind social behavior? Another question, why do I have to socialize? People generally think that the purpose of social intercourse is to make friends, in fact, this is only superficial phenomenon! The social behavior of people shows that all motives of communication originate from need, and the nature and purpose of social intercourse is to solve the demand. such as learning needs, job needs, weight loss needs, sexual needs, or boredom to pass the time. Baidu Encyclopedia gives the definition of social interaction, refers to the society of Human Communication, is the use of certain means (tools) to convey information, exchange ideas, to achieve a certain purpose of social activities, and this is to solve the need for a certain purpose. In the process, friends just incidentally, two of people are able to become friends because of something to make them connect, for example, study together, work together, participate in a certain activity, or fight together, in the constant contact with the emotion, germinal the feelings, this is in the process of solving the needs of each other occurred. So the normal order of socializing is to build relationships – to be friends, not to be friends – to build relationships. People are selfish, for socializing, people do not want to make friends, but to solve their own needs, emotion is in the process of passing out. User psychology: Social interaction should be able to help people solve their needs, and because of this matter with others to establish contact, germinal emotions. This is the social pattern of human behavior, and socializing is not a matter of chatting, and good social products should be able to make a connection between two people. Now basically all social products want to cross to solve the need to make friends directly, is to make friends and make friends, this is not in line with human social behavior, it is no wonder can not do it. And some doBetter social products are in the solution of "sexual demand", such as micro-faith, for people, "sex" is really a strong demand, but this is not the only social needs, people more demand for current social products are not resolved. 3. Socializing requires the need for each other and the need to establish a connection. Demand is the basis for building relationships, therefore, the social needs the reason, the communication between people needs to have a topic of mutual interest, otherwise it is definitely nonsense, social is not how big you are, where people, long good-looking, desultory chat, this is a low-level abnormal social behavior. But this mode of communication occurs almost at the beginning of all strangers ' social life, and it is believed that people who have experienced this process will be miserable, and that the user experience of chatting is very bad, and that the interaction pattern itself is incompatible with human social behavior. User psychology: What is normal social behavior? Because of each other's needs, and then two of people in this process to establish a relationship, and then create feelings, become friends. 市场上有多少移动社交喊着可以做到随时随地跟陌生人即时聊天，但实际情况呢?有多少用户对附近的人打完招呼之后几乎是得不到回应的!知道了附近的人又有什么用呢?两个人彼此都不知道对方的需求怎么聊天?怎么建立联系?不要以为有了“ People nearby "will be able to chat anytime, anywhere? Social is not so simple. If you just provide a platform to know each other without helping users establish relationships, the stranger will eventually evolve into a "gun artifact". The reason is simple, the young people's biggest motivation for making friends comes from the "sex" impulse, which cannot be avoided. The micro-letters and the MO are all socially without reason, so finally by the "sex" of the great power to evolve into a "about cannon" mainly social behavior, slowly lost can discuss the interests of the gene, for a large number of users, there is no topic between the two sides, do not understand each other, it is difficult to in-depth communication, to maintain long-term contact. 4. Hobbies are the first topic of social intercourse. Social networking is about something, and people are most willing to connect with people who share their interests, so this "something" in most cases is the common interest of each other, fan fans, fancier, fruit noodles, literature enthusiasts, common occupation, the villagers are the easiest to establish contact between, Because there is more common language between each other. User psychology: Have common interest hobby, have more common language. Micro-letters and the MO only to provide users with a platform to talk to people around, but not to talk to each other two people to provide a topic of interest to each other. Sometimes want to find someone to talk, in the micro-letter and the stranger to greet people, but found that there is no one willing to ignore you, now, in the micro-faith in the street, the user sent a pick-up rate has become very low. Social interaction is no longer just a pursuit of beauty and handsome men, but to their own interests and hobbies, only in order to establish a long-term relationship. You can ask yourself, micro-letter 300 million users, Mo Mo is shouting"Make Strangers no stranger," but how many real friends have you made so far in these social applications? Did you? So despite the micro-letter and the MO, people still can not find people to chat, despite the "nearby people", but lonely people are still lonely. 5. Socializing is a scene, contingency, temporary. In real life everyone is very busy, busy time will certainly not think of socializing, so the social beginning must be contingency in a certain scene of the transient chat. Socializing more often is not about long-term relationships, just to solve the temporary problems, such as the airport two hours of boring time need someone to send, life pressure need someone to talk vent, such as want to gather a group of fans to play basketball, work encountered a difficult thing to hope someone to enlighten, Want to eat sushi do not know which shop in the vicinity to eat better. That's why mobile social scenes and usage times are more haphazard and more fragmented. User psychology: Just want to solve a problem or a certain period of time is boring to find someone to pass the time, after may not contact. It takes a lot of contact between strangers to form a good friend. Micro-letter Mo can not provide a temporary scene of the chat, so can not solve the immediate user needs. 6. The best social model is the ability to get through the line. This group of both the last and the following is more or less suffering from social autism, the social interaction between people should not only be online virtual, online is only a social platform, but it is not the whole of social, but also can not replace the offline social reality. The internet should not allow everyone to become otaku, the Internet should be for offline networking to build a platform channel, rather than to replace offline social. With each other's interest as a social contact point, so that the holding of offline interest activities become possible, only wired social skills to enhance the emotional, let social evolution into the real relationship between interpersonal. Micro-letter Mo Simple "to look friends" way difficult to develop into the real relationship under the line, the general people will not make friends with this model. and the Mo mo invisible has already been positioned as the low-end social product. 7. What are the current problems with mobile social products? ① social model does not conform to the normal social behavior of people, nearby people are ineffective, more time to greet people nearby and can not be echoed, especially for the huge silk group. ② "chat mode" does not solve the user's social needs. The social model of ③ 's lack of interest in networking does not produce sustained momentum. ④ chat mode does not solve the user's immediate needs. ⑤ is limited to online socializing, and online social behavior is difficult to evolve into a true friend relationship. 8. What should the future of mobile socializing look like? ① everywhere, in any scene, you can interact with people you are interested in. ② can create a relationship between people, and people can interact with each other to exchange interesting topics. ③ emphasizes the importance of light participation, more users can participate in, not too much unnecessary restrictions. ④ does not emphasize making friends, for people to solve the realSocial needs. ⑤ through the line of contact, let social development become a real relationship. Predictably, the future of mobile social networking will never be the same as the micro-trust, but it is definitely not the same as the micro-letter of the same social model, look forward to the future of the mobile social field will appear some more interesting social models.