Where does Weibo go in the new environment?

Fan Bingbing said: "I can withstand how much slander, how much praise I can afford."

A few days ago, this sentence also applies to the still hot microblogging, but the order can be changed to: "How much I could afford to praise, can withstand how much slander." ”

The advent of any new product on the Internet means constant testing of time and user experience, and Weibo is no exception. The astonishing power of 140-word microblogging has made it one of the most popular social media in the country. There is no denying the fact that while Weibo is facing a variety of problems and the sound of its decline continues to emerge, no social product is yet available to replace Weibo, which is still seen as the most promising social media product.

The Blue Book "China New Media Development Report (2013)" published by the Institute of Journalism and Communication, Cass, also pointed out that Weibo has become China's highly active new media applications and information dissemination space, and pointed out that the microblogging has formed Tencent and Sina Two, the situation, the current two registered users have reached More than 500 million.

Towards differentiated competition

Since 2007, the first domestic with a micro-bo color of the rice network opened, by the second half of 2009, Weibo, the new term is officially unveiled in front of the country, the development of micro-BO has been more than 3 years, most users have developed a record of life through micro-blogging, expression of feelings and views, interaction with friends, or even outside the habit of asking for help , but also plays an incomparable role in the major unexpected events and hot events.

According to the report on China's new Media Development (2013), the total number of Chinese microblog visits reached 15.556 billion times in the second half of 2012, with total page views reaching 73.985 billion times and total visits reaching 1.518 billion hours, which means that the average person has 1 every day. Hours are spent on micro blogs, the impact of Weibo is still not to be underestimated. Even so, the various problems and bottlenecks that Weibo is encountering cannot be overlooked.

According to the Market Research Institute GlobalWebIndex published the Global social network user activity data, in the Chinese market, Sina Weibo user activity declined by 40%, Cao Chao in the fourth quarter of 2012 quarterly results, also showed that Sina Weibo day users active time "slightly" decline.

This kind of decline is not only from the excessive commercialization of Sina Weibo, while the user's aesthetic taste, information selection needs and ability to improve, more from new products, such as the threat of micro-trust. The latest data show that micro-trust users have exceeded 400 million, the monthly active number of more than 190 million. Especially in the era of mobile internet arrival, micro-letter firmly grasp the mobile internet tickets.

But in fact, this worry is somewhat unfounded, the unique operation of Weibo and product form to allow it to "coexist peacefully" with the micro-letter. Weibo to express quickly, fast information browsing and communication, more like an open social Information network, and micro-letter introverted, forming a one-to-one closed-loop communication, compared to the openness of micro-bo, micro-letter is more like a social network, a focus on communication, a focus on communication. At the user level, Weibo users are more focused on information access, more like browsing and dissemination, more emphasis on sharing and interaction, and micro-users are more focused on the circle of communication, more like chatting, more emphasis on instant communication. Compared to competition, the two are more complementary.

"Weibo is a public network of people sharing information, and micro-letters are more like private networks, which are fundamentally different social platforms." Industry insiders say. The unique uniqueness of the public information and information sharing provided by the microblogging platform also extends the vitality and vitality of the microblog.

When micro-blogging changes

Micro-blogging problems, so as the two-strong Sina Weibo and Tencent Weibo choice to change. But from a series of recent moves, Sina Weibo and Tencent Weibo have chosen a different path to change.

Whether it is Ali wave after the introduction of the "Start from Amoy" Products recommended window, Weibo Taobao version, excellent library or the introduction of page, excellent soil cooperation, or into the smart home industry, the Internet of things, no one does not show Sina Weibo commercialization of the determination and ambition.

While emphasizing media attributes, Sina Weibo has not given up on social work. For example, the release of micro-blog reading number, micro-Bodotu and other functions. At the same time, Tencent Weibo also seeks product and operational innovation through a facelift.

Unlike Sina Weibo, which is a commercial business model, Tencent Weibo focus on product level breakthroughs, starting from the user experience, the new version of Tencent Weibo increased micro-circle, micro-hotspot, micro-channel, micro-butler functions, through the reorganization and classification of user data, the mass of the bottom of the valuable information mining out, The fastest time to recommend value information to the user. More and more discerning, aesthetic appeal of users, they seem more concerned about how in this era of information explosion in the vast number of "garbage" to obtain effective news, in contrast, the grasp of the deep user base Tencent Weibo may be more advantageous.

At the same time, the micro-letter, which has been thought to rob the limelight, and Weibo not only not inconsistent with the contrary more united, especially after the 4.20 Yaan earthquake, Tencent because the micro-Bo and micro-letter to get through, and with the cooperation of the data sharing, reached the internet all the best missing platform in the search data results, to help 561 people find relatives and friends.

"Double Micro" unity and cooperation is undoubtedly for Weibo in the future development of the opportunity to win, but also for social media next to the change provides a space for imagination.

The great environment is changing

Facebook,twiiter and other world-renowned social media invariably put more attention on the "Media attributes." Facebook has released a new version of the flow of information, claiming that it will create personalized newspapers for everyone, and Twitter's hiring is marked by "News people," which means it can improve the quantity and quality of news that can be found on Twitter.

As the domestic micro-blogging leader of Tencent and Sina, also can not be separated from this big environment change, but this kind of change also is polarized, the well-known writer has said that, Sina Weibo and Alibaba's cooperation has weakened the tool the "media" attribute, becomes more resembles is a hundred million user's huge commercial advertisement platform, The experience gap between Twitter and the world's leading social media is widening.

Tencent Weibo's media attributes have recently been mentioned frequently. In the recent "Xiamen Arson case" and "national fiasco" incident, Tencent Weibo to the fastest speed to form the center of public opinion, repeatedly by the media coverage. In addition to this in the event of the big year, the impact of Tencent Weibo in the expansion of the microblogging, Tencent Micro-blog to gather media resources is also spared no effort.

In addition, the relationship between social products and traditional media has become increasingly close, have opened Gumbo, in the micro-Bo public opinion field to try to dominate the "micro-voice", Sina's Certification media official Bo, Tencent Micro-blog to build the media publishing hall, etc. also appeared successively.

Although there are still some controversies about the development of Weibo, however, it is undeniable that Weibo is still the most vital open chain products, Tencent Weibo based on the QQ friendship chain and the aggregation of various forms of interest topics, to create a variety of ecological content, so that hundreds of millions of of users in different social chains within the same access to accurate, Valid information. Sina Weibo is also actively exploring the possibilities of commercialization.

To some extent, the future of micro-blogging has great opportunities for development, who can better adapt to the changes in the micro-broad environment, who will be more in line with the future development of social media direction.