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文/DoNews新锐作者 韩叙

社区分为内容型和交友型,内容型社区的核心是内容,再细分就是创造和展示内容。创造内容,主要是人的因素;展示内容,与运营、产品都有关系。做好这两点非常重要。以知乎这个内容型社区为例,看看他们是怎么做的:

一.创造内容,主要是人的因素。也就是拉人和留人

1.知乎初期借助李开复这样的名人资源作为种子用户,以善于创造内容的互联网人群为切入点,用邀请注册这样的饥渴营销方式,进行口碑传播,也就是让用户去拉人。这样也保证了社区第一批用户的质量,这决定了内容质量和社区文化。

2.以“邀请回答”进行产品驱动,可用邮件邀请未注册的用户参与,拉动注册;也可以通过站内邀请的形式,让已注册用户参与,这样不断的反复邀请,可以对已注册用户起到拉动的作用,使其更多的参与创造内容,形成社区内部的正常运转。

3.充分发挥微博的力量。微博是一个很好的挖掘新用户、维护老用户的平台。在微博上可以找到各个领域的资深用户,进行有针对性的邀请注册;也可以作为一个通知平台,推送给用户其感兴趣的内容,引导更多回访。

4.其他运营手段(都是我的猜想),如:

a.创建“XX是谁?”这样的问题。将某领域的名人设置为问题,因为名人都有PR需求和潜在虚荣心,所以势必会引起其及相关人的关注和参与。同时,这样的方式也将更多名人曝光,为用户提供了可关注资源,反过来也激发了名人的参与欲望。

b.有一个有意思的问题:“各位如何看待这次的豆瓣PM面试”。是讲一个参加豆瓣面试的人,把面试的整个过程写在了知乎上,引起了很多PM和豆瓣粉丝的关注。第二天面试官居然也出现在知乎上,回答了这个问题,形成了一个完整的故事情节。这个事在业内广为传播,大大提高了知乎的知名度和威信。

c.知乎运营人员应该有一个list,记录在知乎注册的各领域牛人,定期进行交流、维护。

二.展示内容,对社区来说非常重要。可见显性内容决定论。

1.热点事件。如淘宝双11、Facebook IPO,将这些实效性很强的热点事件做成提问形式,引导用户参与讨论和在外部传播。这点很像传统论坛的做法。比如论坛上有“2011年十大电商事件盘点”,知乎上可以改为“2011年电商有哪些大事件发生”。

2.专题和汇总。如,“年终回顾2011”、“关于Facebook的精彩回答”和“知乎上有哪些领域的专家级人物”。就是说,将知乎上已有的内容,运营人员通过专题汇总的形式,以多个纬度再次展现,毕竟不是每个人都能看到好内容。

3.“领域”和“每日精彩内容”这两个产品模块,核心都是以不同的纬度来组织展现内容,增加了用户看到自己感兴趣内容的可能性。还有一个作用,由于知乎是以互联网内容为切入点,所以如何将内容扩充到其他领域,就成为重点和难点。“领域”和“每日精彩内容”就是有意识的展示了其他领域的内容。

本文提出了内容型社区的唯一核心,讲了在内容创造和展现上,我们能做什么。知乎做的很不错,所以拿来做案例。这个思路和方式也适用于很多内容型社区,希望能抛砖引玉,和大家一起探讨交流。

======带个自私自利的小AD=========

欢迎向DoNews投递关于互联网业界的热点类、观点类、趣点类、分析类、爆料类稿件。地址:tougao@donews.com

转载请注明 DoNews新锐作者/韩叙


104条评论

  1. 确实这样的啦

  2. 顺便问问博主,交友型社区是如何做内容的?

  3. 很久没有看到这么好的文章了

  4. 应该有一些办法吧。

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