In the fragmented online world, the contents of the public do not care about the gold content of personal publishing, and is committed to grass roots to create the role of information sources. Bo is issued after the micro-winning, Web defeated happy?
In 2009, if you have not logged happy network, you will network society "Ultraman." In 2010, if you do not have a micro-blog accounts, you almost not a real users.
China has more than 400 million Internet users, China is entering the country's Internet society. 28.9% Internet penetration rate in the Chinese market, the social networking site (SNS site) as the most popular social network social platform - in this behind major changes in social thought in China: China ushered in the so-called "public microphone "era.
"Public microphone" era refers to the original intention to P2P as a technology, multimedia channels to the node, the Internet as a communication platform of the Web2.0 stage, through the use of web-based channels of information media, the public self-expression, the desire to create information excited and satisfied, truly "all expression" of the "personal media", or "personal Internet" era.
No doubt, "the public microphone" era, thanks to the network power of the birth and development of new media; survive in this emerging era of mass media from the omnipotence of the "Total Annihilation, such as sweeping," the haze in the shot the back of the mob, theory of evolution for the use and satisfaction of a "cafeteria" of the customer God. The public seeking to expand not only in the infinite media channels to obtain, filter and distribute information the status of opinion leaders; more needs to climb Maslow's pyramid - the gatekeeper of information by the decision, or even create the identity of the encoding of information self-realization, "the public microphone" value.
Therefore, foreign Twitter and Facebook, blockbuster, celebrity Sina domestic organization "collar" and the white farms to find "happy" Fan Rong Xinjing, the transmission is urgent need to achieve the public response to SNS site, "Everyone say" the media demands, the Internet sports hegemony Field of swords.
The Facebook network to create a prototype of the happy, since March 2008 on the line since the break 70 million registrations. Site is the original intention of the founder Cheng Binghao happy social philosophy and strive to do the collapse of restraint among the family of occlusion of the spirit of the white-collar office shackles. Web site for its innovative and entertaining, is moving to create the world's largest team of Chinese social networking service mission of moving.
Happy net close to the "game first, entertainment oriented; tool components complement each other, e-commerce underwent" path of development, have launched photo storage and sharing, shared diaries, text messages and online chat and other means of communication, casual games, online music Play sharing and other functions. Follow-up Xintianzhuantie and business applications. ** Point or advantage is happy carnival of entertainment the public mind, precise target audience locked, the interface simple and easy operation, product innovation and efficiency users viscosity. Relevant people even predicted that China's SNS hegemony happy network competition is the perfect finisher.
However, in August 2009, the original steady palm "the public microphone," From Dusk Till halfway happy network suffered a fatal blow to Chen Yao Jin - China's largest portal site Sina.com, the world's 75 million registered users around the launch of Twitter as a model micro- Bo private beta, marking the first micro-blogging service provides the birth of a portal, which is the formal entry into the Chinese Internet microblogging a mainstream view.
Microblogging its original information, publishing and convenient interactive features and multi-mode character of the revolutionary vitality and off 140. An old professor once asked me why microblogging can only write 140 words? I had this response:
First, 90% of the micro-Bo is nonsense, a person to endure another nagging nonsense a maximum of 140 words, otherwise the bloodshed will occur;
Second, the mobile phone to write to it, and write 140 words in one breath is a limit of 141 words will be joint pain;
Third, God that, with nonsense like, the world's most exciting is enough emotional expression 140 words, 141, after the words are nonsense.
Although these statements means that slightly self-deprecating irony Xin, but it aptly highlights the micro-Bo in the "fast food times" in the killer to stand out - the fragmentation of the online world, people do not care about the gold content of personal publishing, and is committed to grass roots to create information the source role.
In this battle the smoke dispersion in the network to the present enrollment, the development of maturity, the happy network is currently slightly ahead; but for the whole development of the Internet and the trend towards Web3.0, the happy network was into various types of micro-blogging site virtually surrounded on all sides in the awkward position - many younger net users begin to retire happy, backward microblogging. After winning the microblogging made to overcome the happy network, there are four reasons:
First, demand from the audience to see. Entertainment, no doubt the main needs of the younger generation; But with the popularity of the Internet and development, constitute the overall Internet users, the novelty requirement was gradually replaced by practical needs, including basic application groups the proportion of 21.5% of total Internet users, is the largest The network needs groups, such groups are no longer the primary demand to meet the demands for entertainment, and more attention on issues such as e-mail, instant messaging, information dissemination and search and other useful features. "Entertainment" is happy to open China's SNS market in net stepping stone, but if not product components, functions to improve service, it will become a happy network fell into decline in fatal injuries. Instead, microblogging information from time to time published on its core functions, more social effectiveness, and better information to achieve expression of the audience of "personal media" value.
Secondly, from the business model look. Microblogging the celebrity to the most - Barack Obama, Kai-fu Lee to help out Twitter, Yao Chen, Zhao Wei, Yi Zhongtian effort to Sina, "bib" cause. Although there are happy network Jackie Chan, Jet Li, He Jie, Zhang Liang Ying to back, but in fact, the convenient interaction with the micro-Bo can not "is the concentrated essence of" comparable to 140 characters.
Third, from the official view. Following the summit opened more than Bo, the June 20, 2008, PRC President Hu Jintao came into effect microblogging ID; Although the People's safety net flow out of consideration, is now closed, "President Hu Jintao microblogging", but its historical value but China microblogging marked as the most authoritative official mark.
In contrast, the happy network for its "target audience precisely locked" brand positioning, limitations with the tide in the wind in their white-collar family, a loyal audience is not high, two involved the lack of official authority. In the context of China, the official with authority to help out in the struggle for markets is undoubtedly the trump card on the road the green movement.
Fourth, from the real-name system to see. Although no real names microblogging requirement, but to present the form to see, in most of the microblogging users to celebrity blogger first, quietly opened a micro-Bo "real name" system off the history of reform. The Internet is an infinite virtual online world of the authenticity of the transition towards real name, so, micro-Bo's "real name system" must be able to make it go tend to be more long term;
The evolution of social relations from the Chinese point of view. Rural Society from the moment China is the "differential pattern" is similar to the evolution of Western society "group structure." Happy to expand the network of a network of "friends", "acquaintance" relationship as the basis; the contrary, the micro-blog is a personal real-time broadcast network, as long as you are a blogger follower, loved ones or a stranger, can interact with them in real time. Microblogging concern is not between freedom of expression in the roots, and the ensuing aggregation of hundreds of millions of grassroots huge "long tail social media."
Judging from this, in the shower, "the public microphone" era of spring in China, innovative profit model, to increase user stickiness; stimulate the number of active users, leveraging not obsessed with celebrity marketing strategies; out bound network servers, the real interpretation of P2P; fully meet the public "information creation", "immediate release", "Everyone say" grass-roots demand value, and ultimately the network pseudo-opinion leaders to the real "personal Internet" perfect transformation, is the existence of benevolent SNS website.
To it, and is destined to be in the "public microphone" era of the Chinese SNS market ups and downs of a master.
