Open business day-to-day

Chapter 340 Weibo Transformation
Weiyang Weibo now has 500 million users, with a solid foundation.Now if we adjust the platform strategy, weaken some media attributes and increase some social attributes, it is a good reform direction.

Social networking has always been the place with the highest user activity and participation. If the social relationship between these 500 million users can be opened up and a new relationship chain is formed between them, their stickiness to Weiyang Weibo will also increase accordingly. enhancement.

With these more than 6000 million users as the foundation, after establishing social relationships with each other, users cannot abandon or replace Weiyang Weibo at will, because your relationship chain is already on it.

Those newly joined users, as long as the relationship chain is established, will not be lost easily.

This will greatly increase the user stickiness and activity of the platform.

At the same time, it has staggered the track with several other Weibo platforms, and no longer conducts homogeneous competition.

Moreover, it seems that a social platform like Facebook is more promising than a media platform like Twitter, and the transformed Weiyang Weibo will also have more potential for development.

As for how to transform, how to give up some media attributes and add social attributes, Lin Rui also has a preliminary plan.

Now the relationship on Weibo is too simple, it’s not that you follow others and become fans.It means that others pay attention to you and become your fans.

It makes sense for one party to pay attention to each other and call them fans, but two friends who follow each other are also fans of each other.

There is no other relationship between users and users except fans and fans, which is too monotonous.

Especially relatives, friends, colleagues, and acquaintances pay attention to each other, and they are also fans.It's a pity that such an obvious social relationship was abandoned without being highlighted on Weibo.

Lin Rui felt that the reform of the Weibo platform had to start with social relations, adding the setting of friends in addition to fans.

One party pays attention to the other party alone, which can be called a fan.

If the two parties pay attention to each other, the relationship between the two parties will be separated from the column of fans, which is equivalent to adding friends to each other.

For example, a star, a user who follows her is her fan, if the star also follows this user one day.

The behavior of two people paying attention to each other is equivalent to the two parties agreeing to add as friends, and the relationship between the two will be marked as friends on Weibo.

Of course, celebrities basically don’t pay attention to ordinary users, they basically pay attention to industry leaders and other celebrities.

If you want to delete a friend, it is also very simple. You only need to unfollow one party, and the relationship between the two parties will be reduced from a friend to a fan.

In this way, the distance between two people can also be seen.If only one party pays attention to the other party alone, it proves that the relationship between the two is not familiar or not very good, or that they just shave their heads and pick their heads.

If the person you follow suddenly closes, the two will automatically add friends on Weibo.It proves that the other party has released goodwill towards you, or that your status in the other party's mind has improved.

On the other hand, although Weibo is an open platform, there are differences between acquaintances, strangers, and close and distant relationships, and these relationships cannot all be put together.

It is necessary to distinguish those who can have social relationships from those who cannot.

The two parties can have a social relationship, that is, friends.No, that's fans.

Of course, just doing this is not enough. If we want to reduce the media attributes of Weibo and strengthen the social attributes of Weibo, we need more measures and reforms.

For example, most people log on to Weibo to read news, read information, and watch gossip. They don't have any social needs, and they are more interested in finding something interesting to pass the time.

So how can we stimulate their social needs!

As we all know, after logging in, there are probably two most convenient ways to obtain information.

One is recommendation, Weibo officials will give you various recommended information based on your preferences.

One is to follow, some celebrities, big Vs, bloggers, relatives and friends or the official Weibo of some governments and companies that you follow.

As long as these accounts post messages, the platform will push them.

In addition to these two, it would be more perfect to add another information push channel.

For example, in the circle of friends, two people who follow each other add friends by default, and the microblogs they send will be displayed separately in their circle of friends.

In this way, after opening Weibo, the main page will also change.

One is that the system pushes according to your preferences, which is displayed separately on the push page of the system.

One is the information posted by the account you follow, which is displayed separately on the follow page.

One is information posted by accounts that you follow each other, which are displayed separately on the Moments page.

The difference between such reform measures and the current Weibo platform is that the information is classified.

In the past, there was no difference in the way of obtaining information, whether you followed individually or with each other.

Now we have made a clear distinction on this point. Ordinary fans and friends who follow each other have different channels for obtaining information.

Naturally, there is a purpose for doing this. A person's Weibo follows too many accounts, and he can't read so much information at all.Even if a friend tweets, in such a large information flow, they may just ignore it.

But now the accounts that follow each other are set as friend relationships, and the Weibo posts between friends will be displayed separately on the Moments page.

Moreover, the circle of friends only displays the microblogs sent by friends who follow each other, so that the page will be much simpler, and you will not miss any microblogs posted by friends, and you can see them at a glance.

In this way, relatives, friends, and colleagues who follow each other will inevitably like, comment, and communicate in the circle of friends on Weibo.As time goes by, more and more people join, and the social relationship will be stable.

And Weibo's circle of friends has become a relationship chain that cannot be easily discarded. Even when there is nothing to do, you have to open it to see what everyone has posted.

In this way, although some of Weibo's media attributes have been weakened, and some of the traffic has been diverted by Moments, the social attributes have been greatly enhanced, and everyone's desire to communicate will also increase.

Moreover, more people who post messages, likes, and comments on Weibo will also encourage everyone to post on Weibo. After all, more audiences can enhance everyone's desire to express.

When you encounter delicious food, beautiful scenery, or strange things, take a photo, post it on Weibo Moments, and post it in the sun, it’s still pretty good!

Lin Rui thinks that the Weibo circle of friends will have great potential if it is really established. No matter what happens to everyone, they can get it on it.

Unlike now, Weibo is too serious a media medium. Ordinary users are just recipients of information. Usually, no one reads or pays attention to Weibo.

After a long time, there is no motivation to post on Weibo.

Only let acquaintances, friends, colleagues, relatives and friends, and even stranger netizens see your Weibo, and then like, comment, or even forward it!

In this way, everyone will have the desire to express themselves and the motivation to post on Weibo, and Weibo Moments is designed to solve this problem.

On the other hand, judging from the current trend, platforms with more media attributes may have greater media influence.But in terms of potential and money, it is still more powerful to focus on social attribute platforms.

In this regard, the biggest comparison objects are Twitter and Facebook abroad, one focuses on media attributes, and the other focuses on social attributes.

Considering the future prospects of the company, even if the competition in the microblog field is not so fierce now, Weiyang Weibo has not faced homogeneous competition, and has not yet reached the level where it needs to compete in strength, influence, and technology.

It is also necessary to adjust the development track and make changes, because doing so has a broader prospect.

Thinking of this, he took out a pen and paper, recorded these ideas and inspirations, and sorted out an idea about the future development of Weiyang Weibo.

Tomorrow, I will ask the President's Office to collect some information in this regard and send it to everyone together with this article.Hold an enlarged company meeting, gather all the management, and have a good discussion on the transformation of Weiyang Weibo.

Strive to let everyone understand the company's determination and intention, unify their thinking, work together, and strive for everything to go smoothly.

The next day, in the company conference room, a large-scale meeting was being held.

When Sun Yutong sent the information, Lin Rui smiled and said, "Let's not rush to the meeting, everyone should read the information carefully before discussing the next issue."

After finishing speaking, Lin Rui sat there and began to drink tea quietly.

Everyone already knows that today we will discuss the transformation of Weiyang Weibo, which is related to the future development of the company, so we dare not neglect it, so we opened the information and read it carefully.

After a long time, everyone read the information one after another, or frowned or thought deeply.

Only then did Lin Rui say: "I've also read the information, and it's written very clearly. If you have any ideas, you can talk about them."

Li Xueming first spoke: "Our operation department needs to reflect on this point. In the first half year of Weibo's release, our operation department's promotion was pretty good. Compared with other platforms, there are many innovations and differences."

"In recent months, as the scale of Weiyang Weibo has become larger and larger, and several other major Internet companies have begun to pay attention to us, the competition in the Weiyang field has suddenly begun to intensify, and the competition is a bit fierce."

"Our operation department did not maintain our own rhythm and worked hard on innovation, but slowly integrated into the opponent's rhythm and competed with them in a homogeneous manner."

"It is not advisable to attack the enemy's strengths with his weakness. We must reflect deeply on this point and actively improve."

Lin Rui waved his hand and said, "Don't be so serious. If you want to talk about responsibility, in fact, I have the greatest responsibility. As the leader of the company, when I discovered this situation, I didn't turn around in time and break away from this introverted homogeneous competition."

"Today, let's not talk about other things, but how to reform? How to change the operating model? End homogeneous competition and open up a new track that belongs to us. As for the other way, let them compete!"

Han Yunsong said: "Mr. Lin, I think the direction listed in the information is more feasible. Weaken some media attributes of Weibo and strengthen social attributes. Judging from the development of Twitter and Facebook abroad, this way is better than the current way. There's more potential."

"At present, there is no social platform that can compete with Facebook in China. This is a great opportunity!"

"On how to strengthen the social attributes, I listed some solutions above. I think the feasibility is very large. Strengthen the relatively single user relationship on Weibo, strengthen the communication between users, and let users communicate with each other."

Liu Wei on the side said: "The existing Weibo relationship is indeed monotonous. It is really a good way to directly add friends to accounts that follow each other by default."

"In addition, I think we can also learn about WeChat. All Weibo accounts must be bound to a mobile phone number. We now have a lot of Weibo users on smartphones. We can use the method of directly reading the address book to eliminate mutual follow-up. Make a push on Weibo between your acquaintances to strengthen the user relationship chain.”

This method is also good, and can be used in the future promotion of Weibo, Lin Rui nodded.

Li Xueming also opened his mouth and said: "Increasing the Moments interface separately, separating the microblogs sent by friends who follow each other, and displaying them separately on the Moments interface, this idea is very good. It can greatly enhance the communication between users and strengthen their respective relationships. chain."

"Especially the function of the circle of friends, I think as long as we make good use of it and manage it well, it will definitely not be worse than the current Qzone."

"Because Weibo is relatively open, posting on Moments can attract more attention, not only from relatives and friends, but also from strangers."

"If you are an interesting and interesting person, often post some interesting Weibo."

"Maybe you can attract a large number of fans and become an Internet celebrity by posting on Weibo Moments. This is something that the current Qzone and WeChat cannot do. They can only be seen by friends, and there is no setting for fans."

"I think this is also an advantage for us!"

……

Everyone spoke freely, and according to Lin Rui's idea, they began to make further extensions and check for omissions.

The meeting lasted for more than two hours. On the basis of Lin Rui's plan, it was further refined and improved, and a more reasonable improvement and promotion strategy was formulated.

After the meeting, several major departments of the company will cooperate with each other to further improve and refine this plan, so that it can be implemented in the itinerary.

At the end of the meeting, Lin Rui asked Tan Yuanming: "Old Tan, it's not technically difficult to add the function of friends and circle of friends on Weibo. How long will it take to make this function?"

Tan Yuanming solemnly said: "There are not many things that need to be improved, and there is nothing difficult. If necessary, three days are enough!"

Lin Rui nodded: "Today is the 25th, there is no 31st this month, and there are only five days before the end of the month."

"I'll give you five days. On May [-]st, I will update and launch this function on both the PC and mobile terminals at the same time. No problem!"

Tan Yuanming assured: "Don't worry, Mr. Lin, I promise that there will be no problem, and I will definitely go online on time."

Lin Rui nodded, looked around for a week, and looked at Li Xueming: "Xueming, the work of your operation department is very important. Next, you must make preparations and guide users so that they understand the purpose of Moments."

Li Xueming nodded seriously: "Don't worry, Mr. Lin."

Lin Rui looked at Liu Wei again and said, "Director Liu Wei, this time your marketing department must cooperate with the company to do a good job in publicity, so that users can understand the content of our update."

Liu Wei also seriously agreed.

After some exhortations, the meeting came to an end and officially ended.

Looking at the time, it was already past eleven o'clock in the morning, and Lin Rui started to get off work.

(End of this chapter)