Menu

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)

作者简介:

本文固定连接:http://www.dongjunke.com/?p=608,转载须征得作者授权。

如果觉得我的文章对您有用,请随意打赏。您的支持将鼓励我继续创作!

¥ 打赏支持
  • calvin klein outlet 9个月前(04-11) 40楼

    My husband and i felt now cheerful that John could finish off his investigation through the ideas he gained from your web page. It’s not at all simplistic to just always be offering thoughts which usually others could have been making money from. And we also see we need the blog owner to be grateful to because of that. All the explanations you have made, the easy website menu, the relationships you can assist to foster – it’s got everything sensational, and it’s really leading our son and the family imagine that this situation is entertaining, and that’s very important. Many thanks for everything!

  • hermes handbags 9个月前(04-11) 39楼

    I precisely needed to appreciate you again. I do not know what I would have made to happen in the absence of the entire ways documented by you directly on such a theme. Previously it was a challenging scenario in my opinion, however , finding out the very well-written technique you solved that forced me to leap for contentment. I’m just happy for the information and then hope that you really know what a powerful job you are always doing teaching the mediocre ones with the aid of your site. Probably you have never come across all of us.

  • jordan 4 9个月前(04-11) 38楼

    Thanks for your whole hard work on this web site. My niece delights in conducting investigation and it’s obvious why. Most people hear all regarding the compelling mode you produce useful tips and tricks on the web site and even boost response from other people about this concept while our own simple princess is truly understanding so much. Take pleasure in the remaining portion of the year. You’re doing a really great job.

  • polo ralph lauren 9个月前(04-10) 37楼

    I must express some thanks to you for rescuing me from such a issue. As a result of searching through the world wide web and meeting recommendations that were not pleasant, I assumed my life was well over. Existing devoid of the strategies to the issues you have resolved by way of your post is a critical case, and the kind that would have in a negative way damaged my career if I hadn’t encountered your website. Your actual ability and kindness in maneuvering a lot of things was precious. I’m not sure what I would’ve done if I hadn’t discovered such a solution like this. I can also now relish my future. Thanks for your time very much for your professional and effective guide. I will not be reluctant to suggest the website to anybody who should receive direction on this matter.

  • adidas zx flux 10个月前(04-10) 36楼

    I as well as my pals were reading the great secrets and techniques on your web blog and so before long got a terrible suspicion I had not thanked the blog owner for them. My boys were definitely as a result happy to see them and now have surely been loving them. Thanks for genuinely well considerate and for figuring out this form of brilliant areas most people are really eager to understand about. My personal honest apologies for not saying thanks to sooner.

  • yeezy boost 10个月前(04-10) 35楼

    I am just writing to make you be aware of of the cool discovery my friend’s child found reading through the blog. She even learned such a lot of things, which included how it is like to have an amazing coaching mood to let the rest quite simply know just exactly specified impossible subject matter. You undoubtedly surpassed our own expected results. Thanks for showing the invaluable, healthy, educational not to mention fun guidance on that topic to Evelyn.

  • kobe shoes 10个月前(04-10) 34楼

    I in addition to my friends appeared to be examining the best items from the blog while suddenly I had a horrible suspicion I had not thanked the web site owner for those secrets. Those young men are actually consequently warmed to see them and have in effect honestly been using those things. We appreciate you indeed being considerably kind as well as for obtaining some cool information millions of individuals are really eager to discover. My honest apologies for not saying thanks to sooner.

  • jimmy choo 10个月前(04-10) 33楼

    I and also my pals have already been reading through the excellent guidelines located on the website then at once got a horrible suspicion I had not thanked the website owner for those strategies. My ladies were definitely for this reason happy to see them and have quite simply been enjoying those things. Thanks for really being so helpful as well as for opting for certain fine ideas most people are really desirous to be informed on. My personal honest apologies for not expressing appreciation to you sooner.

  • cialis pills for cheap 10个月前(04-10) 32楼

    how to buy cheap viagra online
    how can i order cialis online
    buy discount cialis online

  • nike shox 10个月前(04-10) 31楼

    I want to show thanks to the writer for bailing me out of this issue. After scouting throughout the world-wide-web and seeing advice which were not beneficial, I assumed my entire life was well over. Living devoid of the strategies to the problems you have fixed by means of your main site is a serious case, as well as those that could have in a negative way damaged my career if I hadn’t encountered your blog. The competence and kindness in controlling all the things was precious. I don’t know what I would’ve done if I had not come upon such a step like this. I’m able to at this point look ahead to my future. Thank you so much for the impressive and results-oriented help. I won’t hesitate to recommend your web sites to any individual who needs and wants recommendations on this matter.

  • yeezy 700 10个月前(04-09) 30楼

    I simply desired to say thanks again. I am not sure the things that I would’ve carried out without the type of suggestions documented by you regarding my field. It has been the alarming problem in my position, but observing a new specialised tactic you managed the issue took me to weep with delight. I will be happier for this assistance and pray you know what a powerful job that you are undertaking instructing the others through your web blog. I am certain you have never got to know any of us.

  • off white clothing 10个月前(04-09) 29楼

    Thank you so much for providing individuals with remarkably special chance to read in detail from here. It can be very amazing and as well , packed with a lot of fun for me personally and my office acquaintances to search your web site on the least 3 times a week to read the newest secrets you have got. Of course, I’m also certainly impressed considering the incredible strategies you serve. Some two ideas in this posting are ultimately the most efficient we have had.

  • kd shoes 10个月前(04-09) 28楼

    Thanks a lot for providing individuals with a very breathtaking opportunity to check tips from here. It really is so beneficial plus packed with amusement for me and my office acquaintances to search your site at the least three times in 7 days to see the fresh issues you have got. And lastly, I am also actually contented with your unique information you serve. Selected 4 facts on this page are definitely the simplest we have all had.

  • fake rolex 10个月前(04-09) 27楼

    I together with my friends came going through the excellent tips and hints from your web page and all of a sudden developed a horrible feeling I had not thanked the web site owner for those tips. All the women ended up for that reason warmed to read them and now have in fact been tapping into them. Appreciate your being really helpful and then for going for this sort of ideal subject areas most people are really wanting to discover. Our sincere apologies for not expressing gratitude to you sooner.

  • louboutin shoes 10个月前(04-08) 26楼

    I as well as my friends have already been checking out the good secrets and techniques from your website and so immediately came up with an awful feeling I never expressed respect to the site owner for those techniques. All of the young men were definitely for that reason warmed to study all of them and have in effect in truth been enjoying these things. Thanks for indeed being really helpful and then for considering varieties of amazing resources most people are really wanting to be aware of. Our own sincere regret for not expressing appreciation to you sooner.

  • nike hyperdunk 10个月前(04-08) 25楼

    I simply wished to appreciate you yet again. I am not sure what I would have carried out in the absence of these pointers shared by you concerning this field. It was the frustrating crisis for me personally, however , taking a look at a specialized fashion you solved the issue forced me to cry with joy. I’m just happy for this guidance and even hope that you find out what a great job you are accomplishing teaching the mediocre ones using a blog. Most probably you haven’t met all of us.

  • yeezy boost 350 v2 10个月前(04-08) 24楼

    My wife and i got quite fulfilled John managed to deal with his survey through the entire ideas he had from your site. It’s not at all simplistic to simply continually be giving away methods a number of people have been trying to sell. And we also see we’ve got the blog owner to be grateful to because of that. These explanations you have made, the easy web site menu, the friendships you will aid to promote – it’s got all fabulous, and it is helping our son in addition to our family recognize that that idea is fun, which is truly indispensable. Thanks for the whole lot!

  • yeezy boost 350 10个月前(04-08) 23楼

    Thank you so much for giving everyone a very breathtaking possiblity to read from here. It really is very cool plus stuffed with amusement for me personally and my office mates to visit your blog a minimum of 3 times weekly to read the newest stuff you have. And of course, I’m so usually pleased for the outstanding tricks you serve. Some 1 ideas in this article are indeed the most effective I’ve ever had.

  • nike lebron 15 10个月前(04-07) 22楼

    I must express my appreciation to you for rescuing me from this particular instance. Just after researching through the internet and meeting thoughts that were not helpful, I figured my entire life was done. Being alive minus the answers to the difficulties you have solved by way of your good guideline is a critical case, as well as ones that could have badly damaged my entire career if I hadn’t encountered your blog post. Your primary understanding and kindness in controlling every part was important. I am not sure what I would have done if I had not discovered such a thing like this. I’m able to at this point look forward to my future. Thank you very much for your specialized and sensible help. I will not hesitate to recommend your web sites to any individual who should have care about this situation.

  • hyperdunks 10个月前(04-07) 21楼

    Thanks so much for giving everyone a very nice chance to read articles and blog posts from this website. It’s usually so ideal and packed with a good time for me and my office colleagues to search your blog more than three times a week to find out the new issues you have. Not to mention, I am also at all times pleased for the fantastic hints you give. Some 3 ideas in this posting are certainly the most effective we have all ever had.