When I think of "community," I think of these three questions:
- What is a community? How to define, what is the community and what is not;
- How? What process has been experienced, what are the rules;
- What is the community atmosphere? It is often mentioned and never made clear.
First, what is the community
The community is a social platform with content as the carrier, which contains two elements: "content" and "social". To understand community, you need to understand these two elements and the relationship between them.
1. Content
The content mentioned here can come in many forms, and does not have to be limited to graphics, video, audio, VR, etc. As long as you can string together the social interaction of people and become a carrier of connecting media, it is possible.
Broadly speaking, content also includes product functionality and is interdependent. Content grows in function, and function depends on content presentation, but the relationship between strength and weakness will have one or the other.
For example, social features generate feeds, and feeds are content. Taking the happy network many years ago as an example, after the functions of friends stealing dishes and voting are used, there will be feeds, which will bring subsequent social behaviors and become the starting point of social relationships.
2. Socialize
Man is a social animal and needs to have a relationship with others and with social organization, so social interaction is a strong need of human beings.
The socialization mentioned here mainly refers to the sense of belonging that people get from the community, and the behavior of communication between people.
Manifestations are those in the community where there are opinion leaders and their followers, content-based discussions or even quarrels, two-way friends or one-way relationships between people.
3. The relationship between content and social
Both content and socialization are important and indispensable to the concept of community. A community is a friend or tool software if it has no content; if it is not social, a community is a medium like television.
It's hard to tell whether it's social on content or content on social. Different products, with different emphases, all make sense, and there are ready-made cases.
After these 3 points are finished, you can express the general concept of community, as well as the necessary elements, but you can't circle the community products by setting several clear standards, such as these products are communities, those few are not, and it is impossible to define the community really very strictly.
On the issue of community definition, the most serious discussion I have encountered is to ask me whether WeChat is a community?
My answer is that the main function of WeChat is IM, the circle of friends is an auxiliary function, not a necessity for users, from the content and social bias of this product, it is extremely social to IM, so it is not a community.
The other party asked again: According to your logic, IM will produce content, and 1v1 communication belongs to social, why not the community? If you think that 2 people are too few, then I pull more people, is it a community?
When the problem is discussed at such a fine granularity, the significance is not particularly large. But by extension, the question arises: if the community is made up of two elements, social and content, like the two ends of the scale, which side should be tilted, or what balance should be maintained?
As mentioned above, such a question cannot give a definitive answer, and I can only express my own understanding. Skip the definition link, take the existing products in the market as an example, and give the following figure.
The horizontal axis is content, the vertical axis is social, and both attributes are strong at the same time, generally community.
With this diagram, several other product types are also explained:
Products with strong social and weak content, mainly IM and dating platforms. WeChat is acquaintance social, Momo and other products are stranger social.
Some friends will say that after Momo starts, the default is also feed, feed is the content, why put in the quadrant of "weak content"? Because this feed seems to be content, it is not actually aimed at content production and consumption, but an opportunity to generate social interaction.
This case proves once again that the concept of community cannot be defined in a strict sense, and sometimes the appearance and essence are very different, and it requires the researcher's understanding and insight to have judgment.
Products with weak social and strong content are mainly partial to PGC. The content of this type of product is remade, and it has media attributes, and the interactivity is not strong.
The reason for the reason for the underlying logic of the pursuit of efficiency and the immersive experience of the upward decline in this quadrant is that users pay less attention to social interaction. It can also be understood that efficiency and socialization are two different directions of content products, and it is difficult to have both, which will not be expanded here.
Products with weak social and weak content are not in the scope of this discussion, but I have also made a classification, that is, tools and transaction products, the latter is usually called e-commerce. Through the examples in the figure, it is clear at a glance.
Going back to the previous paragraph, this diagram is based on cases to describe the relationship between the "social" and "content" balances, why can't it be clearly defined?
My point is that when we talk about community, we talk about understanding community, focusing on the process, not getting the result of defining it. In the above article, I also focused on the two elements of community and their relationship. So the word community, more of a code name, doesn't have to give the ultimate explanation.
Second, how the community is built
Communities exist because people have social and group attributes, and social interaction is just needed. So people on the Internet because of hobbies, geographical location, social class, professional identity and other elements gathered together, there is a community.
This process of "getting together" is much like a snowball, slowly rolling from small to large, so it is concluded that community growth needs to have three elements: seed, attraction, and time.
Let's briefly talk about these three elements:
1, the seed is the early stage of the establishment of the community seed users, the earliest small group of people. If the community can do it, then its tone is determined by these torrent users. For example, what social class they are in, what kind of values they have, and what kind of discourse system they have.
Just like a snowball, you must first have a small snowball to slowly roll larger. When the snowball rolled very large, the innermost snowball was still hidden.
The reason is not difficult to understand, which extends to two problems:
- When the community is established, how should the seed users be selected?
- How do communities respond to change as they grow?
Question 1: When the community is established, how to choose the seed user
What kind of people seed users choose depends on the direction of the business. It is divided into two situations: new business with existing products and new community products, and at present, the former is more common.
New business with existing products refers to adding or redoing community modules on top of existing products. For example, tools + community, trading + community, PGC + UGC community. This situation often occurs in the main product growth is weak, retention and stickiness become worse, lack of innovation scenarios, hope to increase stickiness through community modules.
Insert a question that has little to do with the topic.
The community module is usually independent of the main product, is separated from the core function, and is in a secondary position. Users use the path of the community module to switch from other entrances, such as the bottom tab. Although it may seem obvious, anyone who has experienced it knows that the penetration rate will be low.
In addition to the problem of product penetration, there are also difficulties in the user's mind. Users use this product, mainly using core functions, so the community module is not in the user's original use path, it is easy to be ignored.
I did some research and asked users if they knew that so-and-so products had community features, and most of the answers were that they didn't notice. After my demo, the user found that there is an entrance to the bottom tab.
A new community product refers to making an independent community product from scratch. This is very rare and the probability of success is extremely low.
So, how to choose the seed user of these two situations?
Seed users must be consistent with the business direction, first there is the latter, there is the former. Therefore, the choice of seed users is to choose the right person in this business direction. There are several definitions of this "right person":
- In line with the direction of the business;
- Have the basic ability to continue to create;
- Have authority within the circle;
a. In line with the business direction. It is to determine the seed user type according to the situation of product positioning.
The new business of the existing product must be consistent with the original core user portrait of the product, and there is not much room for choice.
If it is a news product to do the community, the male group over 35 or 40 years old that meets the business direction; if it is a movie ticket trading product, it is necessary to choose high-frequency ticket purchase users, such as users who have a transaction record once a week.
New community products, generally will choose the available resources around them. Because it is difficult to start a new community, and most of the choice of business direction is related to the founder's own resources, then the seed users must be their own connections.
If the founder is a media person, most of the seed users are also media practitioners; in the same way, the Internet, finance, medical care, and education are the same.
b. Have the basic ability to continue to create. After all, the community is a UGC or PGC product, and the operation of content production and consumption is the core. Among them, content production is the core of the core, because production can drive consumption and can also change the consumption structure.
Content production has the ability to threshold, if the selected seed user group can not cross this threshold, the community can not do it.
You can look at successful cases, Weibo and Zhihu were brought up by media people and Internet people in the early days, and Douban is a literary and artistic youth like Shuying audio- and video. What they have in common is that they have the ability and desire to produce content, and even writing is their essential work.
Of course, the ability and quality of content production are not necessarily so demanding, and sometimes desire is equally important.
For example, the maternal and infant community has been a stable existence in the Chinese Internet for more than a decade. One of the reasons is that women face the problem of adapting to identity changes when they first become mothers. Do not understand the skills of raising babies, the social circle is rapidly getting smaller, the mother-in-law husband is more difficult to get along with, these are the needs of communication and talk, with a relatively stronger desire to produce content, very suitable for landing in the community.
c. Have authority within the circle. In the process of community content production driving consumption, seed users must not only have content production capacity, but also have identity roles for other users to follow.
This relationship of following and being followed is brought to the community from one's social relations. People's obedience to authority is universal, and they will choose to obey authority without thinking.
The appearance of authority in society is often identity, such as professors, doctors, lawyers, etc. Therefore, when the community selects authoritative seed users, it can be filtered by identity. In different industries, there are identity systems that have been precipitated for many years, which can be used as a way to divide users.
There are also many areas where there is no clear demarcation of the criteria for authority, but rely on word of mouth and jianghu status. When choosing such seed users, it is required that the operator understands the industry and mixes this circle, otherwise there is no way to have an accurate understanding.
Question 2: How do you respond to changes as communities grow?
The changes mentioned here can be explained as how to deal with the expansion of categories and groups of people in the face of the growth demands of the community, and will not lead to the problem of community hydration and odor.
For example, when you initially choose to cultivate a piece of land, the harvest slowly improves, and you have mature experience, and you don't need much energy to ensure the harvest of this land. So I wanted to use this experience to cultivate more land and get more harvest.
Community population expansion is divided into horizontal and vertical, horizontal refers to the increase or refinement of the content category involved, vertical refers to the content tone of the user up or down extension.
The key point of horizontal expansion is the communication point of the attributes of the crowd, and the relevant categories are found along the vine, and then the supply side support is increased.
For example, football, gambling, and pornography are three related categories, and user groups have similarities. A certain percentage of fans watching soccer games will bet, and people who bet will also watch the game; weak-willed men, gambling and pornography will generally be involved. Therefore, you can see advertisements in other categories in the field of these three categories.
In the same way, the people who communicate in international relations, military, real estate, and finance are "middle-aged men", fashion, beauty, dress, and dance are "little girls", and basketball, digital, automobile, and Gao Yuanyuan are "straight men".
With related categories, the next thing to do is to support the supply side and increase distribution.
At this stage, some communities will focus on supply-side introduction and support, but in fact, if there is no good distribution and monetization ability, it is meaningless to introduce more supply, but it will bring losses. Because creators are pulled into the community, they find that if they don't grow up, they will be lost. But once lost, it is difficult to come back.
Therefore, the focus is to first open up the growth path of this group of creators to be expanded, at least to ensure a certain proportion of survival rate, even if it is temporarily unable to make money. This requires the same goal collaboration of operations, products, and algorithms to complete.
Vertical expansion is divided into two categories: upward and downward content tone. Up refers to the high line Kochi users, down refers to sink users.
The expansion method is similar to the horizontal expansion above, relying more on the distribution tilt to adjust the ecology and leverage more supply. The logic of the platform is very simple, what type of content works well, will drive more content to be produced. Such a path would be faster than the production belt consumption.
From the actual case, the expansion results of different products are not the same, and it is not easy to find the law here. For example, Douyin has successfully started from the trend of content and developed to cover the national netizens, which is a successful case of downward expansion.
But there are also cases that make people tangled, knowing that it is to do high-quality knowledge content to start, users are also Kochi high line, but now when expanding downwards, too much emphasis on the eyeball content that can obtain traffic dilutes the characteristics of their own knowledge attributes, at least from the current situation, can not be regarded as a successful case.
Kuaishou can clearly be considered to be a community product that has failed to expand upwards, even in the past few years, it has done a lot of high-line Kochi users' expansion work, basically no progress, whether from the indicator level, or from the word of mouth, perception level, is the same.
Therefore, in the process of community expansion, there are many factors that will determine success or failure, such as community atmosphere, timing, internal implementation and collaboration. Judging from the current cases, there are also good and bad, and there is no way to draw a unified conclusion.
For such a complex conclusion, I would think about whether the content and crowd of the community can be expanded. Can it be expanded indefinitely? If not, where is the end point.
I remembered that I had always compared the community to a city, which could carry people of different occupations, incomes, and ages, and was extremely inclusive.
The picture above is the "Alpha City" of Douban, which has been closed
But in fact, this view is problematic, offline cities can do inclusive, online communities may not be established.
Online and offline communities are fundamentally different.
Offline communities carry different groups of people, mainly relying on geographical segmentation. Because people have a radius of activity, it is determined that the people in this range have the same attributes, like a community. Taking Beijing as an example, the geographical area is large enough to accommodate N activity radii, and it should be able to accommodate N communities.
Online communities are different, relying more on content as a connection medium, content presentation methods are limited by mobile phones or computer screens, and also follow the laws of human-computer interaction. In human parlance, the main behavior of users in online communities is to brush feeds, and only brush in a large pool, and almost never switch to a small pool.
A friend said that although they all brushed feeds in a pool, the content in this feed can also be thousands of faces.
At least at present, the ability of the algorithm is not so ideal, and it relies more on existing user data for distribution. First of all, the phenomenon that has not appeared, the algorithm is difficult to learn; second, the collaborative filtering algorithm, it is easy to lead to pushing the content that most people like.
From another point of view, in the "Communication Course" talked about an experiment, the conclusion is that although the user's location, income, education and other conditions are different, but the content preference gap is not large.
Therefore, those areas that need to be newly expanded or long-tail classifications are difficult to recommend by current algorithms. What users see is something that most people in the community like.
In summary, online communities are limited by the form and ability of content presentation, and there is no way to reflect the decentralized attributes like offline cities, so the expansion of categories and crowds will be a very difficult task.
2. Attractiveness
The snowball should roll bigger, the community should gradually grow bigger, at least there must be a normal flow of people in and out, which requires the community to be attractive and attract new users to come and stay.
Returning to the two elements of community "content" and "social" mentioned above, the interpretation of attraction is:
- Humanized content, human design, colloquial expression, and clear views are the three elements;
- Social relationships can be precipitated, and single-way friends, re-evaluations, and layout classification are common forms.
a. Humane content
An important reason why the community is attractive is the voice of different people. So, this voice must have a human taste.
What makes it a human taste? There are three elements: human design, colloquial expression, and clear opinion.
Human design is the abbreviation of character setting, which is composed of multiple elements such as appearance, clothing, behavior, personality, and language style. Distinct and three-dimensional personas, like symbols, are easier to identify and remember in the community.
Colloquial expression is a language style, with a sense of closeness to dialogue with people. Just like meeting the neighborhood neighbors downstairs, casually chatting about the feeling of two sentences, the language used must be very lively and colloquial.
A clear point of view, the character is the characteristic of the person, the point of view is the characteristic of the content. People and content without characteristics are not worthy of attention, and the community has no possibility of interaction.
So, what does an undignified content look like?
Re-production, high-investment variety shows, TV series, movies and other content forms, the pursuit of extremely high content quality, itself does not represent the individual, so there is a big difference with the community's UGC content.
Well-made and humane, it is impossible to have both.
Taking the current live broadcast content as an example, the reason why this content form attracts users is because there is no sense of distance, immediacy, companionship and other reasons, and the personal attributes are very strong. But this kind of content is difficult to be well-made, and it can't carry a complex plot and game rules.
It can also be remade, high-investment to do variety shows, and then broadcast in the form of live broadcasts, the quality of the content has gone up, and the human flavor has disappeared. Judging from the data situation, even if there is platform traffic blessing, the effect will not be better than a native big V live broadcast. In the community, humane live content is more popular.
b. Precipitable social relationships
People are social animals, social is the needs of people, so people's social relationships are harvest, just like the money earned, belonging to themselves, do not want to lose.
Then when a user has precipitated an active friendship in the community, just like the money exists here, it will often come to visit, and the possibility of loss will be greatly reduced.
Therefore, many community products have indicators of social direction. For example, when Weibo measures the value of an account, it will look at the number of active fans, and the larger the number, the higher the account rating. In addition, from the perspective of user growth, when new users have Y friends in X days, the retention indicator will be greatly improved.
All of this proves that the value of social relationships for retention is also the attraction of community.
3. Time
Doing a good job in the process of community needs is the process of crowd gathering, and it is the process of snowball rolling. This process cannot be skipped, and this objective law should also be in awe, and we should not hope for explosive growth, otherwise it will violate the meaning and rationality of the existence of the community.
In addition to the logic of snowballing, time is also a process of continuous establishment and optimization of the ecology of the community.
- Establishment, refers to the community of people and content should be gradually in place, and people have high frequency activity, high-quality content has a stable output;
- Tuning is to adjust the explicit rules and potential mechanisms in the community to the appropriate degree, so that the machine in the cold-start state slowly rotates, and with inertia, it will become faster and faster.
This description is a bit abstract, a metaphor for another image point.
My family lives in a neighborhood with a history of nearly 30 years, the building is quite old, the road is not very regular, guests often get lost when they come, and many leafy trees cover the sunlight in the room. The flowers and grasses look so randomly growing, not so neatly.
But this seemingly old and chaotic neighborhood makes people feel very comfortable. Like people, they have their own regular schedules. In the morning, hectic parents send their children to kindergartens and elementary schools; in the morning and afternoon, it becomes quiet, and the elderly people will sit on benches to bask in the sun; in the evening, when the children are out of school, the community is lively again. Everyone can feel the veins of this community and merge into it.
In the past 30 years, this community has been constantly optimizing itself. Residents are constantly adjusting the structure and slowly becoming consistent; the norms of getting along are also running in, and the setting of temporary parking spaces, garbage disposal methods, traffic management during rush hours of school, and areas for leisure life activities are becoming more and more reasonable and comfortable.
This is how a community has evolved over the years. It's a pity that I can't express this process of change in images, otherwise the feeling must be more intuitive.
The same is true of online communities, where the community ecology, including cultural atmosphere, governance system, discourse system, opinion leaders, etc., is spontaneously formed over time. Community managers are more of a service role, like a property, than a strong intervener.
What if you do a community and don't abide by the law of "time", but want to "quickly"? Let me tell you a real-world case.
When I was working at Baidu, I was involved in a community module from zero to build. Baidu's approach is to run out the TOP PV posts from the relevant topic bars of Baidu Tieba and then let the operation manually screen out the low-quality and irrelevant posts, and finally pour the remaining posts into the new community.
That is to say, Baidu's understanding of building a community is that the PM will pour relevant content into it first, and even if the community is built, then let the operation do the operation. After that, there are any problems, that is, the ability to operate is not good.
Taking the above-mentioned community as an example, Baidu will think that by carving out a piece of land and placing buildings, roads, and trees there like building blocks, residents can live and work in peace and contentment.
The genes of such a company will not think that the community is snowballing and raised; nor will it think that the user is a real person, Zhang San is Li Si, but feels that it is all 0 and 1. Looking at community products from such a perspective, it is certainly impossible to do it.
This situation is not only in Baidu, but also in the Meituan Maoyan movie later. In fact, this is not a question of an employee or leader, but how the boss understands and expects the community. I remember that when I was in the US group, the boss hoped to see the improvement of community indicators in the weekly report every week, which was definitely impossible. But in order to cope with the boss's requirements, you can only do the right thing while doing the boss's business. Most of the time it is difficult to have both, and the movement will be deformed.
Third, what is the community atmosphere
1. The community atmosphere depends on content
The word ambience means the surrounding atmosphere and mood, then the community atmosphere is the specific atmosphere and mood in this community.
What kind of atmosphere is formed in the offline venue is related to the participants themselves, as well as their behavior norms, behavior, language, tone, mood, body temperature and other factors. Imagine a bar and classroom full of people, the atmosphere is very different.
The atmosphere of the online community is more abstract and much more difficult to understand than offline, but the truth is the same. The atmosphere of online community is related to the users themselves, as well as the forms of expression, discourse, values and emotions of the content they produce. Different from offline, feeling the atmosphere of the online community can only rely on visual and auditory to consume content, so behavior, tone, body temperature, which can be directly felt offline, is not available online.
Therefore, the atmosphere of online community mainly relies on content presentation. The differentiation of the atmosphere is the differentiation of the content.
2. Differences in content bring about differences in atmosphere
Is it ignoring the impact of the product experience on the atmosphere? Of course, product prototypes, UI, and interactions will have a great impact on user perception, but they are not decisive. For example, at present, both Douyin and Kuaishou products have a product design of upward and downward, but due to the difference in content, it will lead to different user feelings.
The question becomes: How does "community content" affect "community atmosphere" and what is the relationship between the two?
Abstract the content of the community mentioned here as the information of social groups. Content is produced and consumed in the community, that is, the flow and dissemination of information in social groups.
There are three elements of information dissemination, namely the communicator, the receiver and the message.
- Communicators and receivers, subject to factors such as self-impression, personality structure, personnel group, social environment, etc.;
- Information is subject to the choice and processing of content, as well as the choice of medium.
The operation sequence of these three elements is initiated by the communicator, the information is encoded to generate the message, and finally the receiver decodes the information and then gives feedback to the communicator. And so on.
Therefore, the communicator decides what the message is and grasps the initiative of the flow of information. As mentioned above, because it is the communicator who is doing the selection and processing of content, as well as the choice of media.
Take this logic back to the topic of community atmosphere. In the community, the information disseminator is the content creator, the receiver is the content consumer, the message is the community content itself, the media is the form of the community, whether it is a graphic or short video.
In other words, content creators produce content to attract content consumers and form a loop of community content. Because content creators are influenced by self-impressions, personality structures, personnel groups, and social environments, the content convergence of creations is becoming stronger and stronger. That is to say, a group of people with similar attributes, their interests, values and expressions are similar, so the content produced is also similar.
Different communities have their own set of the above cycles, so the difference in the community atmosphere that they feel comes from here.
3. The sense of consistency is the community atmosphere
This cycle of content flow is both attractive and filtered for content consumers.
Users who are interested and identified will stay in the community and support the creator; users who are not interested or agree with will be lost. By running this cycle continuously, the content circulating in the community will become more and more consistent, and the crowd attributes of content creators and consumers will also be consistent and stable.
The consistency of circulation content does not refer to the same content in the narrow sense, but the same perspective, point of interest, values, and discourse system. These factors constitute the community atmosphere.
Community atmosphere is also a weapon of attraction. When users of flavor enter this community, they will quickly adapt and integrate, and it is difficult to leave. In essence, it is people's sense of identification with a certain group, pushing themselves to participate in it, and getting a sense of social security and group existence.
There are two sides to everything, and the consistency of the community will bring about a centralized trend and will affect the expansion of the community scale.
That is to say, the core old users in the community have more and more stronger right to speak, and the content barriers to circulation are getting higher and higher, resulting in new people being excluded by the elderly when they integrate, and they can't understand the content and can only leave.
This will bring a vicious circle, so that the circle of discourse in the community is getting smaller and smaller, and the new people are always outside the circle, so if it continues, either the newcomers will go away, or the newcomers and the elderly will have a war. Whatever the case may be, it is a loss to the community.
a. Taking Kuaishou as an example, the reason for the growth path leads to the following sinking users, that is, users in cities below the third tier. Therefore, the consistency of the Kuaishou community stems from the fact that the core content creators and consumers are mainly sinking, and the content tone takes the real and grounded route, that is, the earth and customs in the eyes of the high-line crowd.
For a long time before, the most popular content in Kuaishou was earthy strips, rural life, catching the sea to eat and broadcast, parents short, emotional nagging and so on. The discourse system and expression method are dominated by rough style, which is characterized by unadorned direct expression of emotions, large range of body movements, shouting, small vocabulary and often dirty words.
After all, China's social structure is rich and complex, resulting in different groups of different groups having different preferences for content. The above type of content of Kuaishou is more difficult for users in high-tier cities to accept, or even if they look at it, it is also a curious mentality. But for sinking users, this is a common phenomenon around themselves, just to do exaggerated treatment, and will not be disgusted.
Three representative Kuaishou native big V
This consistency of Kuaishou, embodied in content creators, content consumers and content types, all reflects a consistent discourse system, points of interest, perspective and values, so it has a strong attraction for users who are also sinking cities, but it is difficult to accept for non-consistent groups.
Kuaishou's community atmosphere is a strong barrier to competition, and it is also a wall that is difficult to break through. Because of this, when the vibrato is soaring all the way, the fast hand is still firm in place. But in the same way, I can't penetrate the high-line user group and can't eat this cake.
B. Taking Weibo as an example, the media community that was initially made up of celebrities has risen for the second time through refined operation means after experiencing the crisis in 2013. The difference between around 2013 can also be felt in the community atmosphere.
In the first few years of Weibo's launch, users were all groups such as culture, media, and technology Internet, that is, the closest group of people to ourselves. At that time, I had to send a Weibo at every turn, and I also had to @ my friends to interact. Later, after we launched the circle of friends on WeChat, unconsciously we have rarely used Weibo.
However, Weibo is still strong, and the core reason lies in the change of operational strategy, from the main attack on the head to the refined operation of the middle waist creators. This type of creator group is highly active and the content is highly interactive, attracting a group of its own loyal fans.
2017 lecture by Cao Zenghui, vice president of Weibo, at Chaos University
The operation of the middle waist content creator has changed the content ecology of Weibo from the supply side, the category has been subdivided, and the small kols in various fields have come out, which has brought about the rejuvenation and sinking of the user structure, as can be seen from the data given by Weibo in the following figure.
The consistency of this case is reflected in the fact that the content ecology of Weibo after 2013 is no longer consistent with high-line users, so such groups are no longer active. The mid-waist kol of the subdivided vertical category has driven its own fans, continued to produce content, and adjusted the user structure of Weibo.
Summarize the core ideas of the community atmosphere:
- The community atmosphere depends on the content, and the content is produced by the content creator, so the community atmosphere is determined by the content creator;
- The difference in the atmosphere between different communities depends on the self-perception of the content creator, personality structure, personnel group and social environment;
- Content circulates through the community, leading to convergence between content creators, content consumers, and content. The sense of somato that comes with this consistency is the atmosphere of community.
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Author: Han Su Former Operation Director of Kuaishou, Former Operation Director of NetEase News, Author of Super Operation Technique.