Editor’s lead: We have activities in the community almost every day, but many people don’t realize what the community is, or what we should do when we need to be a community, and what the atmosphere of the community is like. This paper analyzes the community from these three aspects. Let’s take a look.
Written in front: This is an article about "community", including its definition, practice and atmosphere. I will try to update this "I don’t understand" series.When it comes to "community", I think of these three questions:
- What is community? How to define, which are communities and which are not;
- How did you do it? What process has been experienced and what laws are there;
- What is the community atmosphere? It’s often mentioned but not made clear.
Community is a social platform with content as the carrier.It contains two elements: "content" and "social". To understand the community, it is necessary to understand these two elements and their relationship.
What is said here can take many forms and need not be limited to graphic, video, audio, VR, etc. As long as it can connect people’s social interaction and become the carrier of connecting media, it is ok.
Broadly speaking, the content also includes product functions, and they are interdependent. Content grows in function, and function depends on content presentation, but the relationship between strength and weakness will change.
For example, social functions will generate feeds, and feeds are content. Take Kaixin.com many years ago as an example. After the functions of friends stealing vegetables and voting are used, there will be feed, which will bring subsequent social behaviors and become the starting point of social relationships.
As social animals, people need to have relationships with others and social organizations, so socialization is a strong demand of human beings.
Socialization here mainly refers to the sense of belonging that people get from the community and the behavior of communication between people.
The phenomenon is that there are opinion leaders and their followers in the community, discussions and even quarrels based on content, and two-way friends or one-way concerns between people.
Content and socialization are both important, and both are indispensable in the concept of community. If there is no content in the community, it is making friends or tool software; If there is no socialization, the community is the media like TV.
It’s hard to tell whether it’s a social interaction based on content or a social interaction based on content. Different products have different emphases, all of which make sense, and there are also ready-made cases.
After these three points, we can express the general concept and essential elements of the community, but we can’t define the community products by setting a few clear standards. For example, these products are communities and those are not. It is impossible to define the community really and strictly.
On the issue of community definition, I have encountered the most serious discussion, asking me whether WeChat is a community?
My answer is that the main function of WeChat is IM, and the circle of friends is an auxiliary function, which is not a necessity for users. Judging from the content and social emphasis of this product, it is extremely social to IM, so it is not a community.
The other party asks again: According to your logic, IM will generate content, and the communication of 1v1 is social, so why not a community? If you think two people are too few, what if I pull a crowd? Is it a community?
It is not particularly significant to discuss the problem at such a fine granularity. But there is a problem:If the community is made up of social and content elements, such as the two ends of the scale, which side should it lean to, or what kind of balance should it maintain?
As mentioned above, there is no definitive answer to such a question, and I can only express my understanding. Skip the defined link and take the existing products in the market as an example to give the following figure.
The horizontal axis is content, and the vertical axis is social. Both attributes are strong at the same time, generally community.
Through this picture, several other product types are explained at the same time:
Products with strong social interaction and weak content, mainly IM and dating platform. Wechat is an acquaintance socializing, and products such as Momo are strangers socializing.
Some friends will say that Momo is also a feed by default after startup, and feed is the content. Why is it placed in the quadrant of "weak content"? Because this feed seems to be content, it is actually not aimed at content production and consumption, but an opportunity to socialize.
This case proves once again that the concept of community can’t be defined strictly, and sometimes the appearance and essence are very different, which requires the understanding and insight of researchers to make a judgment.
Products with weak social interaction and strong content,Mainly in the PGC category. The content of this kind of products is reproduced, and it has media attributes and is not interactive.
Tik Tok is in this quadrant because of the underlying logic of pursuing efficiency and the immersive experience of ups and downs, which leads users to 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, so I won’t talk about it here.
Products with weak social interaction and weak content,Although it is not in the scope of this discussion, I have also classified it into tools and trading products. The latter is usually called e-commerce. Through the case in the picture, it is clear at a glance.
Back to the above, this picture describes the relationship between "social" and "content" scales by cases. Why can’t it be clearly defined?
My point is: when we talk about the community, we are talking about the understanding of the community, focusing on the process, rather than getting the result of definition.In the above, I also focused on the two elements of community and their relationship. Therefore, the word community is more of a code name, and there is no need to give the ultimate explanation.
Community exists because people have social attributes and group attributes, and socialization is just needed. So people gather together on the Internet because of hobbies, geographical location, social class, professional identity and other elements, and there is a community.
This process of "gathering together" is very similar to snowballing, and it has to roll slowly from small to large, so it is summarized thatCommunity growth needs three elements: seed, attraction and time.
Let me briefly talk about these three elements:
It is the seed users in the early days of community establishment, the earliest small group of people. If this community can do it, then its tonality is determined by these seed 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 snowballing, you have to have a small snowball first to roll up slowly. After this snowball rolls very big, it is still the little snowball that is hidden in the innermost part.
The reason is not difficult to understand, which will extend to two problems:
- When the community is established, how should seed users choose?
- After the community grows up, how to deal with the changes?
Question 1: When the community is established, how should seed users choose?
What kind of people seed users choose depends on the business direction. It can be divided into two situations: new business of existing products and brand-new community products. At present, there are many situations in the former.
New business of existing products,It refers to adding or redoing community modules on existing products. For example, tools+community, transaction+community, PGC+UGC community. This situation often appears in the scene where the growth of the main product is weak, the retention and stickiness become worse, and there is a lack of innovation. I hope to increase the stickiness through community modules.
Insert a question here that has little to do with the subject.
Community module is usually independent of the main product, separated from the core function and in an auxiliary position. Users use the path of the community module to switch from other portals, such as the bottom tab. Although it seems that the entrance is obvious, anyone who has experienced it knows that the permeability will be very low.
In addition to the problem of product penetration, there are also mental difficulties for users. Users to use this product, mainly using the 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 a certain product had community function, but most of the answers I got were that I didn’t notice it. After my demonstration, the user found that there was an entrance in the bottom tab.
Brand-new community products,It refers to making an independent community product from scratch. This situation is very rare, and the probability of success is extremely low.
So, how to choose the seed users in these two situations?
Seed users must be consistent with the business direction, and the latter comes first before the former. Therefore, the choice of seed users is to choose the right person in this business direction. thisThere are several definitions of "the right person":
- In line with the business direction;
- Have the basic ability of continuous creation;
- Have authority in the circle;
A. in line with the business direction.It is to determine the seed user type according to the product positioning.
The new business of existing products must be consistent with the original core user portrait of this product, and there is not much room for choice.
If news products are used as communities, those who meet the business direction are male groups over 35 or 40 years old; If it is a movie ticket trading product, it is necessary to choose high-frequency ticket users, such as users who have a transaction record once a week.
Brand-new community products generally choose ready-made resources around them. Because it is difficult to start a brand-new community, and the choice of business direction is mostly related to the founder’s own resources, then the seed users must be their own contacts.
If the founder is a media person, most of the seed users are media practitioners; Similarly, the Internet, finance, medical care and education are the same.
B. have the basic ability of continuous creation.After all, the community is a product of UGC or PGC, and the operation of content production and consumption is the core. Among them, content production is the core, because production can drive consumption and change the consumption structure.
Content production has the ability threshold, and if the selected seed user group cannot cross this threshold, the community cannot do it.
You can look at the successful cases. Weibo and Zhihu were both brought up by media people and Internet people in the early days, and Douban was a literary youth like Shu Audio and Video. What they have in common is the ability and desire to produce content, and even writing is their essential job.
Of course, the ability and quality of content production are not necessarily so high, and sometimes desire is equally important.
For example, the mother-infant community has been a stable existence in the Chinese Internet for more than ten years. One of the reasons is that women face the adaptation problem of identity change when they are first mothers. I don’t know how to raise babies, my social circle is getting smaller rapidly, and my mother-in-law and husband are more difficult to get along with. These are the needs of communication and talk, and I have a relatively strong desire for content production, which is very suitable for landing in the community.
C. have authority in the circle.In the process of community content production driving consumption, seed users should not only have content production ability, but also have identity roles for other users to follow.
This relationship between following and being followed is brought to the community from people’s social relations. People’s obedience to authority is universal, and they will choose to obey authority without thinking.
The representation of authority in society is often identity, such as professors, doctors, lawyers and so on. Therefore, when the community chooses authoritative seed users, it can filter by identity. In different industries, there are many years of identity systems, which can be used as a way to divide users.
There are also many areas where there is no clear standard for dividing authority, but relying on word-of-mouth and Jianghu status. When choosing this kind of seed users, operators are required to understand this industry and mix this circle, otherwise there is no way to have an accurate understanding.
Question 2: After the community grows up, how to deal with the changes?
The change mentioned here can be explained as the problem of how to deal with the expansion of categories and people in the face of the growth demands of the community without causing the hydration and taste of the community.
For example, when you choose to farm a piece of land at first, the harvest is getting better and better, and you have mature experience. You don’t need much energy to ensure the harvest of this land. So I want to use this experience to cultivate more land and get more harvest.
Community crowd expansion can be divided into horizontal and vertical. Horizontal refers to the increase or decrease of content categories involved, while vertical refers to the upward or downward extension of users targeted by content tonality.
The key point of horizontal expansion is the common point of crowd attributes, so as to find relevant categories in the end, and then do supply-side support and increase distribution.
For example, football, gambling and pornography are three related categories, and the user groups have something in common. A certain proportion of football fans will bet, and those who bet will watch the game; Men with weak will, gambling and pornography are generally involved. So you can see advertisements of other categories in the venues of these three categories.
By the same token, the common people in international relations, military affairs, real estate and finance are "middle-aged men", fashion, beauty, clothes and dancing are "little girls", and basketball, digital, automobile and Gao Yuanyuan are "straight men".
With the relevant 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, without good distribution and liquidity, it is meaningless to introduce more supply, but it will bring losses. Because the creators are dragged into the community, they will be lost if they don’t grow up. But once lost, it’s hard to come back.
Therefore, the key point is to open up the growth path of these creators to be expanded first, at least to ensure a certain percentage of survival rate, even if they can’t make money temporarily. This requires the cooperation of operations, products and algorithms with the same goal to complete.
Vertical expansion is divided into upward and downward categories of content tonality.Up refers to the high-speed users, and down refers to the sinking users.
The expansion method is similar to the above horizontal expansion, relying more on distribution tilt to adjust the ecology and incite more supply. The logic of the platform is very simple. What kind of content works well will drive more content to be produced. This path will be faster than the production belt consumption.
From the actual case, the expansion results of different products are different, and it is not easy to find the law here. for exampleDouyinIt is a successful case of downward expansion to successfully start from the trend content and develop to cover netizens all over the country.
But there are also cases that are confusing.Know almostIt started with high-quality knowledge content, and users are all knowledgeable and high-tech. But now, when expanding downward, it pays too much attention to the blog content that can get traffic, diluting the characteristics of its knowledge attributes. At least from the current situation, it can’t be regarded as a success story.
KuaishouIt can be clear that the community products that are considered to have failed in upward expansion, even though many high-tech users have been expanded in the past few years, there is basically no progress, no matter from the index level, or from the word of mouth and perception level.
Therefore, in the process of expanding the community population, there are many factors that will determine success or failure, such as community atmosphere, timing, internal execution and cooperation methods, etc. Judging from the current cases, there are both good and bad, and there is no way to draw a unified conclusion.
For such a complicated conclusion, I will thinkCan the content and people in the test community be expanded? Can it be infinitely expanded? If not, where is the destination.
I remember that the community has always been likened to a city, which can carry people of different occupations, incomes and ages and is very inclusive.
The picture above shows the "Alpha City" of Douban, which has been closed.
But in fact, this view is problematic. The inclusiveness that offline cities can achieve may not be established in online communities.
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 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, so it should be able to accommodate N communities.
Online communities are different, relying more on content as a connecting medium, and the way of content presentation is limited by mobile phones or computer screens, and it is also necessary to follow the law of human-computer interaction. In human terms, the main behavior of users in online communities is to brush feed, and they only brush in a big pool and rarely switch to a small pool.
A friend said that although everyone brushes the feed in the same pool, the content in this feed can be thousands of people.
At least the ability of the current algorithm is not so ideal, and it relies more on the existing user data for distribution. First of all, the algorithm is difficult to learn the phenomenon that has never happened; Secondly, collaborative filtering algorithm can easily lead to pushing the content that most people like.
From another point of view, there was an experiment in Communication Course, and the conclusion was that although the users’ location, income, education and other conditions were different, there was not much difference in their preferences for the content.
Therefore, it is difficult to recommend those new areas or long tail classification by the current algorithm. What users see is what most people in this community like.
To sum up, the online community is limited by the form and ability of content presentation, and it can’t reflect the decentralized attribute like the offline city, so the expansion of categories and people will be a very difficult task.
Snowball should be rolled up, and the community should be gradually enlarged, at least there should be normal people in and out of circulation, which requires the community to be attractive and attract new users to come and stay.
Back to the two elements of community "content" and "social" mentioned above, rightThe interpretation of attraction is:
- Humane contentPeople’s design, colloquial expression and distinct views are three elements;
- Can precipitate social relationshipsOne-way and two-way friends, comments, and page classification are common forms.
A. Humane content
The important reason why the community is attractive is the voices of different people. Therefore, this voice must have a human flavor.
What is the smell of someone? There are three elements: people’s design, colloquial expression and distinct views.
Set by people,It is the abbreviation of character setting, which is composed of appearance, clothing, behavior, personality, language style and other elements. Bright and three-dimensional people’s designs, like symbols, are easier to identify and remember in the community.
Spoken expression,It is a language style, and it has a sense of closeness to people. Just like the feeling of meeting a neighborhood neighbor downstairs and chatting casually, the language used must be very lively and colloquial.
A clear view,People are the characteristics of people, and opinions are the characteristics of content. People and content with no characteristics are not worthy of attention, and there is no possibility of interaction in the community.
So, what is the content without human taste?
Heavy production, high-input variety shows, TV dramas, movies and other content forms, pursuing extremely high content quality, do not represent individuals themselves, so they are very different from UGC content in the community.
Well-made and human, you can’t have it both ways.
Take the current live broadcast content as an example. The reason why this content form attracts users is that there is no sense of distance, immediacy, companionship and other reasons, and personal attributes are very strong. However, this kind of content is difficult to be well-made, and there is no way to carry complex plots and game rules.
You can also remake and invest heavily in variety shows, and then broadcast them in the form of live broadcast. The quality of the content has gone up and the taste has disappeared. Judging from the data, even if there is platform traffic blessing, the effect will not be better than the live broadcast of a native big V. In the community, humanized live content is more popular.
B. social relationships that can be precipitated
People are social animals, and socialization is people’s needs, so people’s social relationships are gains, just like the money they earn, they belong to themselves and don’t want to lose them.
Then when a user has an active friendship in the community, just like money exists here, it will often 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, he will look at the number of active fans. The larger the number, the higher the rating of the account. In addition, from the perspective of user growth, when new users have Y friends within X days, the retention index will be greatly improved.
All these prove that the value of social relationships for retention is also the attraction of the community.
The process of doing a good job in the community is the process of gathering people and snowballing. This process can’t be skipped, and this objective law should also be held in awe, and we can’t hope for explosive growth, otherwise it will violate the significance and rationality of community existence.
In addition to the logic of snowballing,Time is also the process of continuous establishment and optimization of the community ecology.
- Establishment means that people and content in the community should be gradually put in place, and people have high-frequency activity and high-quality content has stable output;
- Tuning is to adjust the explicit rules and potential mechanisms in the community to an appropriate degree, so that the machines in the cold start state can slowly turn up, and the inertia will be faster and faster.
This description is a bit abstract, so let’s change it to a figurative metaphor.
My family lives in a community with a history of nearly 30 years. The building is quite old and the road is not very regular. Guests often get lost when they come, and many trees with dense branches and leaves block the sunshine in the room. Flowers and plants seem to grow so casually, not so neat.
But this seemingly old and chaotic community makes people feel very comfortable. Like people, they have their own regular schedules. In the morning, busy parents send their children to kindergartens and primary schools; It becomes very quiet in the morning and afternoon, and old people will sit on benches and bask in the sun; In the evening, the children were out of school, and the community was lively again. Everyone can touch the context of this community and blend in.
In the past 30 years, this community has been constantly optimizing itself. Residents are constantly adjusting their structure and gradually becoming consistent; The norms of getting along with each other are also running in, and the setting of temporary parking spaces, garbage disposal methods, traffic management during the peak hours of going to and from school, and amateur living areas are becoming more and more reasonable and comfortable.
This is how a community has evolved over the years. Unfortunately, I can’t express the process of this change with images, otherwise the feeling will be more intuitive.
The same is true for online communities. 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, just like property, rather than a strong intervener.
If you are a community and don’t obey the "time" law, why do you have to "crash"?Let me tell you a real case.
When I was working in Baidu, I was involved in the establishment of a community module from scratch. Baidu’s approach is to run out of TOP PV posts from related topics in Baidu Post Bar, then let operators manually screen out low-quality and irrelevant posts, and finally pour all the remaining posts into the new community.
In other words, Baidu’s understanding of building a community is that PM will fill in the relevant content first, even if the community is built, then let the operation do the operation. After that, there is any problem, that is, the ability to operate is not good.
Take the residential area mentioned above as an example. Baidu will think that by setting aside a piece of land and putting buildings, roads and trees there like building blocks, residents can live and work in peace.
In this way, the company’s genes will not think that the community is snowballing and raised; I don’t think that users are real people, whether Zhang San or Li Si, but I think they are all 0 and 1. It is definitely impossible to look at community products from such a perspective.
This situation is not only in Baidu, but also in the cat’s eye movie of Meituan. In fact, this is not a problem of an employee or a leader, but how the boss understands and expects the community. I remember when I was in Meituan, my boss hoped to see the improvement of community indicators in the weekly report, which was definitely impossible. But in order to meet the boss’s request, we can only do the right thing and do the boss’s thing at the same time. Most of the time, it is difficult to be both sides, and the movements will be deformed.
The word atmosphere means the surrounding atmosphere and emotional appeal, so the community atmosphere is the specific atmosphere and emotional appeal in this community.
What kind of atmosphere is formed in offline places is related to the participants themselves, as well as their behavior norms, manners, language, tone, mood, body temperature and other factors. Imagine bars and classrooms full of people, and the atmosphere is completely different.
The atmosphere of online community is more abstract, which is much more difficult to understand than offline, but the reason is the same.Online community atmosphere is related to users themselves, as well as the expression forms, discourse systems, values and emotions of the content they produce.Different from offline, feeling online community atmosphere can only rely on vision and hearing to consume content, so things that can be directly felt offline, such as manners, tones and body temperature, are not available online.
Therefore, the online community atmosphere mainly depends on content presentation. The difference of atmosphere is the difference of content.
Did you ignore the influence of product experience on the atmosphere? Of course, product prototype, UI and interaction will have a great influence on user experience, but it is not decisive. For example, at present, both Tik Tok and Aauto Quicker products have the product design of up and down, but due to the difference of content, users will feel different.
The question becomes: How does "community content" affect "community atmosphere" and what is the relationship between them?
Abstract the content of the community mentioned here as the information of social groups. The production and consumption of content in the community is the flow and dissemination of information in social groups.
There are three elements in information dissemination, namely, the disseminator, the receiver and the message.
- The disseminator and receiver are restricted by self-image, personality structure, personnel group, social environment and other factors;
- Information is restricted by the selection and processing of content and the choice of media.
The operation sequence of these three elements is initiated by the communicator, and the information is encoded to generate information. Finally, the receiver decodes the information and gives feedback to the communicator. So repeatedly.
Therefore, the communicator decides what the message is and grasps the initiative of information flow.As mentioned above, because the disseminator is doing the selection and processing of content and 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 information is the community content itself, and the media is the form of the community, whether it is graphic or short video.
In other words, content creators produce content to attract content consumers and form a cycle of community content. Because the content creators are influenced by self-impression, personality structure, personnel groups and social environment, the content convergence of their creations is getting stronger and stronger. In other words, a group of people with similar attributes have similar interests, values and expressions, so the content produced is similar.
Different communities have their own set of the above cycle, so the difference in community atmosphere they feel comes from here.
This cycle of content flow is both attractive and screening for content consumers.
Interested and recognized users will stay in the community and support the creators; Users who are not interested or agree will be lost. Constantly running this cycle, the content circulating in the community will become more and more consistent, and the crowd attributes of content creators and consumers will be consistent and stable.
The consistency of circulation content does not mean the same content in a narrow sense, but the same perspective, interest points, values and discourse system. These factors constitute the community atmosphere.
Community atmosphere is also a weapon of attraction. When the right users enter this community, they will adapt and integrate quickly, and it is difficult to leave. In essence, it is people’s sense of identity with a certain group, pushing themselves to join in and getting a sense of social security and group existence.
Everything has two sides, and the consistency of the community will lead to centralization, which will affect the expansion of the community scale.
In other words, the core old users in the community have stronger and stronger discourse rights, and the barriers to the content of circulation are getting higher and higher, which leads to the newcomers being squeezed out by the elderly when they integrate, and they can’t understand the content and can only leave.
This will bring a vicious circle, making the circle with the right to speak in the community smaller and smaller, and the newcomers are always outside the circle. If this continues, either the newcomers will leave or the newcomers and the elderly will have a battle. No matter what the situation, it is the loss of the community.
A. Take Aauto Quicker as an exampleThe reasons for the growth path lead to the following heavy users, that is, users in cities below the third line. Therefore, the sense of consistency in this community in Aauto Quicker stems from the fact that the core content creators and consumers are mainly sinking, and the content tonality takes the real and grounded route, that is, the soil and customs in the eyes of high-speed people.
For a long time before, the most popular content in Aauto Quicker was rustic jokes, rural life, eating and broadcasting in the sea, parents’ short stories, emotional chatter and so on. The discourse system and expression are mainly rough and crazy, characterized by direct expression of emotions without modification, large range of body movements, shouting, small vocabulary and frequent swearing.
After all, the social structure in China is rich and complicated, which leads to different groups’ different preferences for content. The above-mentioned types of content in Aauto Quicker are difficult for users in high-tier cities to accept, or even if they go to see it, they are curious. But for sinking users, this is a common phenomenon around them. It is just an exaggeration and will not be disgusted.
Three representative Aauto Quicker native big V’s
This consistency in Aauto Quicker is reflected in the content creators, content consumers and content types, which all reflect the consistent discourse system, interest points, perspectives and values. Therefore, it is very attractive to users who are also sinking cities, but it is difficult to accept for inconsistent groups.
The community atmosphere in Aauto Quicker is not only a powerful competitive barrier, but also a wall that it is difficult for us to break through. Because of this, Aauto Quicker is still strong in its place when Tik Tok is striding forward. But also, I can’t penetrate the high-line user group and can’t eat this cake.
B. Take Weibo as an example,The media community, which was originally built by celebrities, experienced the crisis in 2013 and made a second rise through refined operation means. The difference before and after 2013 can also be felt from the community atmosphere.
A few years before the launch of Weibo, the users were all groups such as culture, media and technology Internet, that is, a group of people closest to ourselves. At that time, it was easy to send a Weibo, and even to interact with your friends. Later, after WeChat launched the circle of friends, we seldom used Weibo before we knew it.
However, Weibo is still strong, the core reason lies in the change of operation strategy, from focusing on the head to the waist creator in refined operation. This kind of creators are highly active and interactive, attracting a group of loyal fans.
Lecture by Cao Zenghui, Vice President of Weibo, at Chaos University in 2017.
The operation of waist content creators has changed the content ecology of Weibo from the supply side, and the categories have been subdivided. The emergence of small KOLs in various fields 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.
Lecture by Cao Zenghui, Vice President of Weibo, at Chaos University in 2017.
The consistency of this case is reflected in the fact that the content ecology of Weibo after 2013 is no longer consistent with that of high-line users, so such groups are no longer active. Kol, which subdivides the vertical middle waist, drives its fans, continuously produces content, and adjusts the user structure of Weibo.
Summarize the core points of community atmosphere:
- Community atmosphere depends on content, which is produced by content creators, so community atmosphere is determined by content creators;
- The difference of atmosphere in different communities depends on the influence of content creators’ self-impression, personality structure, personnel group and social environment;
- The circulation of content in the community will lead to the consistency of content creators, content consumers and content. The sense of body brought by this consistency is the community atmosphere.
The above is my understanding of the community at this stage, which is definitely not comprehensive.
Han Xu, WeChat WeChat official account: Running a dog diary, everyone is a product manager columnist. The original cat’s eye movie product operation expert experienced 0 to 1 hardships when starting a business, and planned the gameplay of a large number of users when he was in Baidu. He has been working for 10 years, focusing on the field of Internet operation, including product operation, user operation, community operation and UGC operation.
This article was originally published by everyone as a product manager and may not be reproduced without permission.
The title map comes from Unsplash and is based on CC0 protocol.
