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重社区不死 复兴进行时

重社区不死 复兴进行时
四年一度、万众瞩目的世界杯,正如火如荼的进行着。和往届世界杯一样,这场体育盛宴,吸引了全球范围内近十亿人的眼球,眼球的背后是数以亿计的内容,这种内容寄生在各种媒体之中,有逐渐没落的传统媒体,也有被寄予厚望的新媒体。特别是在新媒体上,内容开始“重新回归”传统社区。

为什么说是重新回归,这是为了强调社区的价值。随着社交网络近两年的兴起,很多人产生了一种错误的认知,大家都认为传统社区已死,天涯、豆瓣等社区的流量下降似乎在验证这个说法(百度贴吧因为拥有大流量入口,流量一直在增长,是个例外)。对于这样的言论和想法,我并不是十分认同,抛开社交产品的弊端不说,传统社区自身的产品也是在不断演变的,何况这两者根本就不是同一纬度的竞争,更别提取代了。

轻与重,两种形态的演变轮回

在我看来,社交产品应该很轻,也很纯粹,它满足的就是用户社交关系的建立与维护,是一种社交关系,而不是内容为主要导向。而社区产品则应该很重,它应该是高于用户社交的产品,因为社区的形成,大都是基于兴趣、地域等“共同点”,相反它有的更多是内容,而不是社交关系。

不过随着时间的推移,这两者演变的越来越相似,一个是从关系走向内容,一个则是由内容反哺到关系,两个一进一退,都在争夺互联网市场中为数不多的用户和内容,用相互围城来形容或许更加贴切。

无论是早期引爆社交网络的sixdegrees、Friendster、Myspace ,还是现在流行的Twitter、Facebook、微博、微信、Line等,早期都是基于六度人脉关系理论,完成对信息流的传递(现在也还是),后来才逐渐演变成带有媒体属性的信息发布通道等等。这类产品最大的特性是信息中融合了“人”的因素,且过于强调人参与的因素,同时这也弱化了“事物”的因素,因为你只能获取到你关注的人所发的信息。
而重社区则不一样,它跟人的关联度不大,其是作为兴趣、地域等属性的集合,内容主题涉及社会生活的方方面面。以百度贴吧为例,现在百度贴吧拥有8万个明星相关吧、8万个动漫相关吧、6.5万个文学相关吧、5万个游戏相关吧以及3万个影视剧相关吧等,每个贴吧的成员都是基于共同的兴趣形成社交关系。

可以这么总结,虽然社交产品和社区都是基于UGC模式,但社交产品更像是轻社区,特点是由“人”(用户之间跟随的关系)引发讨论,时效性比较短、用户注意力比较分散,更多的是通过追随关系推荐和传递UGC内容。而社区(如百度贴吧)则是重社区,重社区的特点是由兴趣引发讨论,时效性比较长、用户黏性比较高,并且能够通过机制向用户推荐和传递UGC内容。

重社区,复兴进行时

可能是因为世界杯的缘故,我现在开始感觉重社区正在“复兴”。其市场地位正在不断回归,它通过自身的不断演变,譬如直播贴、社交关系导入等,形成了独树一帜的用户群体,且这种用户群体与社交产品的用户群体高度重合,但绝对不是取舍的关系,而是互补的关系,用户通过重社区相识,通过社交产品建立关系,最后再回到重社区讨论话题。

以百度贴吧的世界杯为例,不同于微博等社交产品意见领袖的话题引导,百度贴吧所推出的“玩坏世界杯”,最大化的调动了平台用户的全面参与性,即为球迷和看客们提供了双方论战的阵地与平台以及丰富多样化的内容,用户可以在同一内容的贴子里建立关系。特别值得注意的是,这次百度贴吧重点引入了大数据的应用,通过大数据解读和分析用户创造的内容。

不仅如此,根据世界杯球迷的搜索行为路径,大数据深度解读球迷众生相,让每个人都心中有数。例如意大利那场比赛,球迷们搜索的热词就是“如何逃班”、“逃课”等,这看起来十分有趣。如果将这种数据场景用在企业营销上,力量则不容小觑,可以实现点对点的需求衔接,即企业可以马上知道用户所需为其提供的服务。

记得曾经有人讨论过重社区的缺陷,说其最大的问题在于商业化之困(难变现),所以重社区在资本市场,很难受到青睐。而现在来看,这已经不是问题了,至少对于百度贴吧这类重社区已经不是问题了。对于企业来说,面对足够精准细分的贴吧,足够多的用户,只要加入贴吧企业平台,建立属于自己的官方吧就行了,用户会自己制造与品牌相关的内容,并进行传播,更何况还有大数据支撑,用好这种平台才是营销的至高境界。

基于上述,我认为社交产品的风行,并不会对传统社区(至少不是全部传统社区)造成外界想象中的冲击,重社区的价值正在回归。与欧洲十四世纪当时的文艺复兴相比,这同样是一种“复兴”,一种重社区价值的复兴。(来源:独立撰稿人 卞海峰)

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