Whether the content of the community is important or functional

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Although it is said that the community, but also can be said E-commerce class website.

Content related operations, product managers must consider the operation, not necessarily to do operations, but the trend of the content to consider product features, or product features to produce content, this is the first to lift the left foot or first lift the right foot thing, is the product designer must carefully consider. Of course, both of these things must be done, the content and function have been passed, what is first, is the context of my article.

As a community, we all face a problem, whether the content of the community is more important, or functional more important. In fact, there is no one, both of them must be done, but when doing naturally there is a succession. Of course, some people will say that operation promotion is more important, we this article only talk about the context of the product, product Manager is the content in the first place to do products, or to put the function in the first place.

SNS, BBS and microblogging no difference, just in the function of different, back to the user to use the Internet level, they are a thing. I'll call this a community.

Content
Content is a community's innate attributes (one, relationships and interactions, but not the focus of my article). People, a different person, is the basic element of the community, people through the Internet to communicate, it was born content.

function
Content through the function of the Internet production, circulation and consumption. For this concept, refer to my previous article.
Production content functions such as posting, writing articles, uploading pictures, your product information, product classification, is also part of the content.
The functions of the circulation content include the grouping of articles, labeling, disseminating content via email or IM, and disseminating content through SNS news feeds.
Consumption is the user through the corresponding way to receive content, read through the post, through the album browsing, through the player to see.

The early 90 's the internet, there is no function, we are in a globalized mail group, you join a mail group, is quite joined a community, mail group members to the mail group e-mail, and then reply to the message to discuss.

Mail group function, the company's content is now used more, used should know, it is inconvenient to use, a message, if more than one person at the same time concurrent reply, will produce multiple unrelated branches. In addition, Google Groups, but with this has to turn over, a little trouble.

In the late 90, BBS popular, the early BBS, really inherited this kind of messy characteristics. Later the community advanced, posts and discussions can be integrated into a single thread, there is a clear classification. As to later added to the relevance of the article function, tag function, collection and subscription functions, these are the channels of content flow, is to better the content "sales" to the user and do things.

Users use these features to get what they want, consume them, and meet the needs of their users. Look at the needs of gossip, learning the needs of knowledge, watching video needs. The product information is also the content, the user consumes these content, may carry on the shopping.

Back to our title, the content of the Community products is the production of content, including the direction of content, quality and quantity, and so on, the function is the content distribution channels and the function of consumption mode construction. Which one is more important?

There is a concept in economics called overcapacity, the production of things because there is no sales channels, resulting in the sale of milk into the river, this is the economic crisis. Early years of the Internet, the function is immature, as long as there is content to see it, now and the past, the content of the production has been saturated, information load, just like the society in the overproduction of goods, only rely on channels and sales, can let the content play its maximum value.

So, what is the importance of it?

Focus on the production of content? --Content
Still pay attention to the circulation of content and consumption? --Functional

Content is virtual, the function is real, many communities have a status quo, that is, there is a lack of that. Some community content is good, but the function construction can't keep up, restricts the community to expand the development, becomes the small circle, some community function is rich, perfect, is no content, the result user has no play, also cannot. The ultimate goal of the product is to be bigger and make money. What is the weight of the two, I first make a comparison between the pros and cons.

The advantages of the content

1 Content Filter Users
Content is to filter the user, in line with your community goals, they will be attracted to the content, the filter is coarse, as long as users have needs, whether it is heavy users or entry-level users, will come. For example, people who like movies, will go to the time network, but also have just started.

2 Content-Shaping users
The second role of content is to shape the user, the entry-level user, will be shaped by the atmosphere of the community. The user is multidimensional, I on the mop I atrophy, I on the Tianya I am the gossip male, I on the Kaidi I on the commentary current affairs, I went to the watercress to become the literary young man.

I am a colleague, engaged in it, amateur fry a stock, a day to work, eyeful Red, I asked how, he said yesterday to see Xiao Yue, old long a post, see the tail, see the midnight, read the sleep, uncomfortable, insomnia to dawn. A week ago, another day, eyeful Red, I asked how, he said, the world to see Guo said Leslie didn't die, until midnight also no progress, and sleep.

For example, the World of Warcraft in Taiwan and the mainland two servers, the atmosphere is orderly, everyone polite, humble unity, in the mainland server players on the quick, impetuous. This is "Orange Sheng Huainan for Tangerine, Huaibei for Orange". The content environment shapes the user.

3 content to make users high quality
Thus, the shaping of good users will become high-quality users, high-quality users are everyone's dream.

Advantages of the function

1 features to meet user needs
function can meet the needs of users, a variety of functions to meet their different needs, the user needs are met, nature is very happy, and even may pay, function is a community profit model.

2 function brings profit model
Happy NET by providing a variety of game collection charge, the public comments through the download coupon function charge advertising fees.

Disadvantages of the content
Content will solidify user groups, even have side effects, forming a barrier
Watercress almost formed a barrier, the user group solidified in a small minority literary circle, but later it revised, now it becomes close to the mainstream. Although Watercress's old users are not accustomed to, do not accept, but from the development of watercress itself, this is good.

Disadvantages of the function
Feature does not retain user
Now do a bunch of SNS, do Micro Bo is also a pile, digression, do buy more is countless. But the function is similar, without the content, the user cannot maintain. Users are very practical, they only pay attention to their own interests, be satisfied, here, not be satisfied, leave. The loyalty of users is based on whether they can get their own benefits from your community, and these benefits are their needs. Self-demonstrate demand, meet demand, consume demand, etc.

The content is virtual, the function is real, the content needs the function support, the function needs the content instruction. The ideal state goes hand in hand, but reality is a trade-off. I do not have the answer to this question, how do you think, may also be different.

Finally attach a ppt outline another downloadable address

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