What's the future of Twitter?

How far is it from the media? Many friends will talk about the problem. It's true that there are more opportunities in the mess now, so it's easier to get the speed and efficiency . But rising to the whole system, the risk becomes very big, the whole system also has the possibility of collapse. In fact, also do not need to be so pessimistic, each system has its own ability to clean, if there is a strong power-led, ecological to the positive cycle of the conversion speed is also very fast. Here to study the future of Weibo.

As the originator of media form, Weibo is undoubtedly aware of this. If, in the early stage of Weibo development, savage growth and vigorous vitality is a word. Then after the microblog listing, the information flow optimization as a matter of urgency to do, the determination is not strong.

If you are not waiting for the media and other online marketing tools to collapse and rebuild, good order or early good. Black beans today to write this purpose is, since one day to the water, as early as learning to swim. Weibo is the first to put forward such a clear information flow optimization program, then let us learn how to play the microblog. and other platforms also launched the program, then we will not be novice!

First look at the basic facts: July 16, Weibo officially launched the Information flow optimization plan. Weibo officials have announced that it will use large data-recognition and user-reporting methods to display low quality, low interactive content and spam marketing information that could otherwise be distributed to users. By optimizing the information flow, we can reduce the frequency of users ' exposure to spam, improve user experience and protect users ' interests. At the same time, users posted high-quality micro-blog exposure will also improve, micro-blog interaction rate is expected to improve.

Black beans read several key words from it.

Means: Large data

Restricted content: Low quality content, junk marketing information

Opportunity Points: Quality content, especially the ability to increase the rate of interaction

According to micro Bo Information Flow optimization project leader Meng introduced, micro-blog Information flow optimization has been in some users between the pilot for about 3 months, the first phase of the results show that the micro-boping platform low quality, interactive content of the exposure rate decreased by 35%, including celebrities (orange V), media, ordinary users of the account type of exposure has been improved , the 27%,41%,33% was increased, and the users ' reading micro-blogging in the information flow increased by 14% under the optimized strategy.

The previous optimization system of information quality always blurs its algorithm and restricted content, because once the rule is clear, it may be exploited by some nonstandard marketing behavior. But this time, Weibo has made it clear that the standards of low-quality information are published.

The following information will be summed up as low quality content: a short period of time to publish content to form the same or highly similar micro-blog (can be the same account continued to publish, may be different accounts at the same time issued). In a short period of time, the low interactive content automatically emitted or automatically triggered by some low-quality apps will be categorized as low quality and low interactive content.

In addition, the microblogging marketing information that users report to the user, as well as for users to take award-winning forwarding, application authorization, such as inducing attention or forced attention to the generated information flow content, the same account in a short period of time to publish a large number of brush screen Weibo, the use of cheating generated by other micro-blog content, will also be categorized into the garbage content, Will be included in the scope of the restricted display.

From the above information, the Black Bean concludes that it is not objectionable, but rather like, that the content, which can cause wide forwarding, is highly transmitted. But the premise is that the content itself must be valuable, "quantity" is absolutely not a single dimension, must match the value.

The content optimization of microblogging information flow will be implemented in three phases. The experimental phase has been completed, and now Weibo has begun to be bold.

The first stage: April 2014 launched a pilot for some users, the launch of a large data analysis based on the technology optimization mechanism to identify the low quality content display restrictions. (This is before the listing, you can see the micro-Bo's determination to this, so black beans warning, micro-bo marketing loopholes in the idea or less the better.) )

Phase II: From July 11, Weibo will start the second phase of information flow optimization, using technology identification and manual processing, the micro-bonnet of the content of the garbage marketing limited display. If a netizen thinks that a micro-blog is a marketing content, interfere with the flow of information reading, you can report directly, micro-blog station will be based on the number of informants, reporting the credibility of users and other standards of the relevant micro-blog audit, was identified as spam marketing content of the microblog, will no longer appear in other users of the information flow. If the reported account has doubts about the result, you can choose to lodge a complaint.

Phase III: Within the next few months, microblogging will start the third phase of information flow optimization: The default attention, forced forwarding, brush screen and other behavior to standardize, including some default attention to account, Brush screen account published information to limit the display, and if it involves the application of cheating in the garbage content, Micro-Bo to its restrictions on the display, will also be based on the user report publicity penalties.

It should be said that the micro-blogging information flow plan's weapons are still very strong. Ali shares, Micro Bo and Ali system of large data to get through. Because many micro-blog marketing business is Taobao, these data microblogging must be able to grasp, it is easy to identify. Higher level, due to Alipay in the payment system in a strong position, black beans speculated that Weibo should also have a lot of the real deal after the desensitization of data users improve the quality of information.

More powerful killer is the complaint mechanism, if the big data can not solve the problem, the masses of the eyes are always discerning it?

Meng also said that low quality information, including spam marketing information, accounted for a significant proportion of complaints received daily by Weibo, the impact of the user's normal social reading and sharing on Weibo has undermined the ecological environment and user experience of Weibo, and the microblogging platform has been standardizing and optimizing the above content through a variety of means, And the introduction of the micro-blog Information flow optimization plan, will be effective on the above-mentioned low quality content to clean up and standardize.

The effect is also more obvious.

After 3 months of trial operation, the exposure rate of low quality and interactive content of micro-boping stage was reduced by 35%, including celebrity (orange V), media, ordinary users, the exposure of account types has been increased, respectively, the growth of 27%,41%,33%; Under the action of optimized strategy, Users ' reading of tweets in the information flow increased by 14%.

Meng also said that through the preliminary trial run, micro-Bo has been on the junk marketing information in the 20–30% to achieve a rapid processing, in the assurance of accuracy, processing speed significantly increased, in general, only need a minute to be able to get feedback, the future of micro-Bo will continue to large data algorithm optimization, The mechanism of automatic identification of garbage and low-quality content is set up through technical means, and the attack and cleaning are carried out after artificial judgment.

New technology is always a problem. When the internet makes people's lives more exciting, many people are overwhelmed by information overload.

The things that Weibo does are considered by various social tools.

In 2006, Facebook's thousands of users objected to information overload, and Facebook tried to transform the flow of information, the main principle is to interactively determine the flow of information to reduce frequency or display, through the comparison of interactive action and interaction volume, the user is not interested in the content, and, according to the user's relationship, In particular, recent interactions determine whether information is displayed or displayed in priority. Through this series of actions, Facebook users have greatly increased their interactions with comments, shares and praise.

and to "center" the more equitable ecology, also has been Weibo in the chase. In the first few years of Weibo's rise, star size and big V of all walks of life have developed rapidly, not only led to the active degree of many ordinary users, but also laid the foundation for their commercialization. But this year, Weibo has increasingly focused on individual content creativity and the spread of participation. This logic is beyond doubt, if a public platform, only a small number of people in control of speech, then this information on how much value is very questionable.

So black beans or the topic back to the microblog how to play. The impetuous times will end. But in the past impetuous, still some rules and methods are easy to use.

First, the number-winning approach is no longer feasible. In the past, you can throw in the micro-blog regardless of regardless of, even a piece of content to publish many times. But now the authorities have come to tell you directly that the bombing of information is unworkable.

Second, and account positioning inconsistent content resolutely eliminate. For example, Good morning, goodnight, with a chicken soup map of the microblog, for some media account is not so matching, if each official account is good morning, goodnight to the last one, think about how users have to crash. Obviously, the microblogging content must be consistent with the account location, is what the followers want to see.

Third, there is no sense of service. Many enterprise accounts and big V for the operation of Micro Bo still stay in the "pit" stage, I opened, I have fans, on behalf of what I said can be received? In fact, on weekdays only some marketing activities or promotional ads, slowly the user will be tired, price war to win the user, a bit of loyalty?

Four, low quality marketing content official 0 tolerated. Do not dig deep into the products of the bright spot, looking for products and user needs of the intersection, blindly publicize their own benefits, users do not pay, the official is no longer welcome.