What should be the next step for Sina Weibo

"Guide" for today's Sina Weibo, what needs to be done is not how to maximize the value of the business, but how to enable users to discover quality content, how to let users find potential friends, and transform the social relationship of Big V and star into a hobby-oriented social relationship.

In a recent survey by Piper Jaffray, a foreign investment agency, more than 40% said Facebook and Twitter were no longer the most important social networks in their daily lives, a figure that was 10% more than last year. Users can display self-worth through some quantifiable data, and get the number of compliments, the number of comments forwarded, and the number of fans. While keeping in touch with friends and acquaintances through social networks, they are constantly looking for new social networks, because they don't want to be around everyone else to share everything.

Weibo gives users a sense of anxiety and unease while also gradually keeping users away from

The Magic of micro-blog In my opinion is that it can meet a number of links to the QQ "against the Wind", and become another friend chain staggered social networking site. Microblogging in the QQ chain rampant, but can attract enough people to withdraw from Tencent, in the new place to re-establish the relationship chain. But under the bombing of the fragmented information, more and more feel lazy, lazy to think about analysis, tend to passively accept information, long-term use of micro-Bo can even create an illusion: the country has been hopelessly, the social evils are very much lack of positive energy, living in the present is a disgrace, immigrants are beautiful. In the world full of rumors and truth, we increasingly lack the ability to judge, stars and public awareness of the gossip and unexpected events again and again let us three-point, the most critical problem is that I henceforth become a impetuous person. Weibo even gives us the illusion that the amount of information that emerges every day is so great that, as long as one day is not on, there will be a feeling of being eliminated by society.

The media operation of Sina Weibo has played a significant role in the micro-blogging outbreak. Several years of operation, media attributes also formed a very clear micro-blog product positioning and impression. But when it comes to Facebook's higher valuations, it wants to be socially oriented, and does not want to give up media attributes, thus making a "facebook~twitter" combination. Sina Weibo has launched Micro-magazine, micro-group, micro-bar, micro-friends and other social property products to enhance user stickiness and social relations, it seems that these are not like Facebook and the user feed information flow through, so the result is very little. Micro-Bo in the direction of development wavering, resulting in products do not give force. "The heart is too big, want everything." ”

Sina's powerful news media gene has made Weibo gradually shift from a social platform to a media platform, but this way of communication is contrary to the basic equality of the Internet. In micro-blog information is always one-way flow, information nodes for the control of large V, the voice of ordinary people if not through the big V forwarding, it is difficult to spread. In this mode of operation, users will soon find that their original content is almost no effective feedback, lack of incentives, rather than focus on through the Big V to send the message, most of the user's mentality will be quickly adjusted to "listener", rather than "content creators." Coupled with the continuous fermentation of social phobia, more and more people do not want to disclose their lives on Weibo, instead of talking about public topics, forwarding the gossip of entertainment, or simply not talking about it, becoming a non-zombie sleeper, rarely speaking, and rarely taking part in forwarding comments on Weibo, but keeping a close eye on some of the Big V that hold information exports, To listen to new information at any time, Micro Bo slowly for them is just an information platform.

Is Twitter really a lack of people who produce quality content?

able to continuously produce high-quality content of the Elite V is now more and more afraid to voice, hand, marketing number through the plagiarism of user hype to produce high-quality content to achieve the benefits of commercial value. Weibo before the launch of the "hot microblogging" rankings, the first few even long been dominated by major marketing companies, forwarding comments are all through the machine brush out, how this can reflect the real quality of the content of the user's value? The famous from the media Wang Kuanxiong in the microblog that said,

"Micro Bo fourth Ice Age, Big v some to frighten stammer, some frighten mute, jumping not huan." Big guy every day to send their own ads, and opponents quarrel. Big cards chat fart, brain residual powder loyal. The grass roots keep on leaving without a human voice. Those who brush forward each other hand, marketing number to make soft. There are also some like me in the unmanned Playground goose-stepping original two force ... The earth is so clean! " A series of big events may have proved that Weibo's influence remains unmatched, and user activity has not declined significantly, but more and more users are finding it increasingly uninteresting, producing content that cannot be noticed by others, and users unable to find content accounts that interest them. The recommendation of a social graph based entirely on the user relationship chain is clearly outdated. For Weibo, it is now necessary to tap the product level and recommend content to the user. Microblogging does not lack the ability to produce high-quality content of the people, the lack of a production of high-quality content how the common user to find the mechanism.

The King of social networking, Facebook's efforts in personalized direction

With the rise of new forms of social networking, such as Tumblr, Vine, Snapchat, and Instagram, it is undeniable that Facebook is still the undisputed hegemon of social networking. Facebook launched its new news Feed around March this year to make full use of images and visual content. Separate the sharing of friends from the public sector, so that users can not only see the hot articles, but also to see their more relevant friends and family sharing. (Facebook's public page is the equivalent of an official microblog, the group is the same as micro-blogging and light blogging, but the difference is that Facebook has all the content in the station, can be displayed in the user feed stream, which is the concept of the public sharing area on the Faceboook. Photos, Events , dynamic, will be in the picture as the theme of the news Feed display. Users can selectively view different forms of content, each with their own News feeds. Facebook then announced that it had improved its "news feed" advertising algorithms, more accurate filtering of unrelated ads, and more focused on user feedback on News feed ads.

For today's Sina Weibo, what needs to be done is not how to maximize the value of the business, but how to enable users to discover quality content, how to let users find potential friends, and transform the social relationship of Big V and star into a hobby-oriented social relationship. Specifically, the author believes that you can work from the following three directions:

First, rearrange the flow of personal feeds

With the growth of the use of micro-blogging, more and more people pay attention to, a large number of data flow makes it difficult for users to clear their head, a lot of important information is also overlooked by us. Messages that were originally arranged in chronological order can be rearranged according to the dependencies of the user. As long as it is related to the user's preferences and interests, regardless of the time they appear at the top of the line. Users are not required to set their own preferences by understanding what topics or people the user is focusing on, what links they have opened, or what content they have forwarded to continue to learn about the user's preferences and improve functionality. While Twitter now provides a grouping function, users may still miss out on a lot of important information.

Second, the personalized push of high-quality content

Mining other users to produce high-quality content, fixed-point orientation like a specific user push. On the one hand, the content produced by ordinary users can be found by the public, on the other hand, enhance the content readability of user feed information flow. Re-change the way the original content in Weibo is spread, help users find like-minded people, make quality accounts available, and interest-oriented to increase the social attributes of microblogs. In fact, this and micro-BO now want to force the precise push advertising, technically should be in the same direction. Ads and users are interested in the content of mixing together, I think most people, slowly will be pushed to the ads less sensitive to it.

Thirdly, the selection mechanism of introducing top editor

This mechanism is actually the Foreign Light Blog website Tumblr Initiative, by tagging the content that users share, the higher the quality of the content users share, the more forwarded comments they receive, and the greater their contribution to the Tumblr Web site, and in such a context, by Tumblr officials to top Editor's title. In the author's opinion, this mechanism is very necessary to the current noise-filled microblogging, personalized recommendations sometimes in the content can not be very matching, in advance through the top editor screening, and then personalized push after the filtered content to ensure the quality of the content. Even Weibo is further innovative, each user can be classified to recommend content, when a micro-blog to obtain enough recommendations, can be pushed to all users through the system. If a user feels that someone has posted a high quality of content, then they can focus on each other. This editorial system, to a certain extent by the ability to produce high-quality content of the user, perhaps to a certain extent can eliminate the now crazy hand and marketing number.

Perhaps, when a lot of interesting, cool, compelling original content can be displayed in front of the user, this approach will make Weibo than the current full screen of advertising to go farther.