What is the role of social identity in Internet operations?

I do not know how many days double a power business carnival contributed to the money, anyway, I was contributing more than 10 books, a few clothes and a headset. These days I found in the observation of the major sites, the social identity strategy is almost all major sites, especially the power of the site must kill technology. Through the concept of "social identity" to promote marketing, almost become a social era of operation and marketing personnel of the necessary strategies and methods.

Social identity is the influence of social information, and it is the psychological hint of the influence of your behavior. The explanation given by Wikipedia is "a psychological phenomenon in which people assume that the behavior of others reflects the correct behavior in a given situation ... The assumption is that the people around you have more information about the situation. "The core of social identity is the power of example, a phenomenon of consciously unconscious learning of others ' behavior."

There are many levels of social identity, which can be divided into the recognition of experts and authority, the identification of friends, and the recognition of the behavior of unfamiliar groups.

1. Identification of celebrities, experts, authorities and opinion leaders

In the depths of the human heart there is a kind of his faith, all more or less to the authority of the herd mentality, in all respects can always find their own revered objects, and in the Act and consciousness to move closer to them. People consciously and unconsciously approach celebrities, experts, authorities, or opinion leaders in their day-to-day thinking and behavior. Celebrity brand endorsement, expert rumor, Weibo and blog celebrities Strategy, the activities of the expert review and so on are all in the use of the authority of the social identity mentality. In the site operation, the use of this social identity will achieve unexpected results. Sina Blog, Sina Weibo, know that the operation of all do not use the people of celebrities and the authority of the social identity mentality.

2. Social identity for group identification

"The more people think that a certain idea is right, the more correct it is," he said. Many operations are based on social identity of group behavior, like TV shopping or posters have how many people sign up, the number of recent turnover on the website of the Electronic business, the list of the Internet, the number of people who browse this product, the person who bought this product also bought what, Each big website boasts its own user how many billion and so on. In this way, the popularity of the user's social identity on the one hand, based on user group behavior to provide better content screening, on the other hand is implied users, we feel that good is really good, you do not have to melancholy anything. Such group recognition often produces Matthew effect.

3. Social identification of friends

People's identity to their friends is far greater than the recognition of strangers, which is also a very important reason for the development of social marketing. The social sharing of user behavior often has more powerful appeal, is the most authentic and reliable word-of-mouth communication. Social acceptance of a friend often triggers a similar demand in a friend's circle or a similar action that has a significant impact. So now almost all of the sites are adding social sharing buttons.

4. Fear of missing social identity

People have a fear of missing the psychological, see good content will choose to download, collect or share lest miss, lest Miss Double 11 discount promotional activities, lest Miss Group purchase activities and so on. This fear of missing the mentality of people's decision-making has a great role in promoting.

Social identity is a kind of operation and marketing method that needs to be used flexibly, which can play an unexpected effect with various methods. In addition, the user needs and behavior of the grasp of the psychological or human nature to go to the level of probing, in-depth to the user's heart to pulse the psychological needs of users.

The above is read "the website operation Humanity, the strategy and the actual combat" when thought feels.