9 tips to teach you how to upgrade your own media to social media!

If social media is the best way out for self-media, then the next question naturally arises in front of self-media people: how can we upgrade ourselves to social media?

The author has analyzed in the previous article (" Why is social media the best way out for self-media? ") that social media is superior to self-media in terms of content production, content dissemination, user retention and commercial realization, and the most core advantage among them is user retention. The biggest problem with self-media is the lack of a user sedimentation process, which results in the failure to form its own community, and in turn makes self-media appear single and weak in commercial monetization.

Therefore, the essence of the question "How can self-media be upgraded to social media" is actually: How can self-media be socialized?

Like any new thing or concept, everyone has a rough start when implementing the concept of social media. According to my observation and contact, most of the self-media people currently have the following two main problems:

• Lack of community concept: The vast majority of self-media people are still at the "write → read" stage, that is, I am responsible for producing content and fans are responsible for reading it, and they have no concept of accumulating users to form a community.
• Lack of community operation methodology: Many self-media people have the concept of community and know that they should take the path of social media, but they do not know how to build and operate their own community; or they just learn a skill here and a secret there, but do not have a complete and effective community operation methodology, and can only pretend to play social media here and there.

In response to these two issues, if we-media want to become social media (upgrade to social media) , I think we should start from the following two aspects:

• Create community soft culture: Before socializing and forming a community, self-media people should first establish a clear community concept in their minds, including the community's vision, positioning, tone, etc., to prepare for the spiritual and cultural level of building a specific and tangible community.
• Master the community methodology: During and after the formation of the community, we must systematically master a set of community operation methodologies to put the construction of a specific and tangible community into practice.

Below, I will introduce them one by one.

1. Create community soft culture

The concept of creating community soft culture and establishing community mentioned here is not to simply force the concept of "community" into your mind, but to first form an invisible community in your own mind around the essence of the community, in order to prepare for the establishment of a specific tangible community in the future. Specifically, we media professionals should be prepared in the following four aspects:

1. Establish a shared vision for the community

This is mainly for group members: Why should I join your community? This requires community creators to establish a common vision for the community.

The so-called common vision is the goal that group members want to achieve through the community. The creation of any community must have a common goal, either to gain knowledge or to grow. This is the premise for the community to attract members, the purpose for group members to join the community, and an explanation from the community owner to the group members. People are utilitarian. If a community does not have a common vision, it will have neither the motivation to develop nor the ability to motivate its members effectively.

For example, the self-media that tells stories about broken love can set its goal as to warm each other and get out of the shadow of broken love; Li Jiaoshou’s community has a clearer goal, masters scientific marketing methods, and abandons self-indulgent copywriting; there is also the well-known "Hanke Commune" community of "A Wonderful Life Inspired by a Bottle of Wine", which clearly writes out the community's vision in its introduction: ethical manufacturing, high-happiness consumption; replacing traditional business with fan economy, and controlling business rights through consumption.

2. Identify the target users of the community

This is mainly for community creators: Who do you want to join the community? This requires community creators to position their communities well.

The so-called community positioning is to identify the target users of the community. If self-media people want to create their own social media, they should first take the time to consider who their community is for and what kind of group members they can attract.

If a self-media that mainly tells stories about broken love wants to form a community, then its target users may be people who have just broken up; if it is a self-media that focuses on scientific marketing, then its target users are people who want to learn marketing skills better, such as the Li Jiaoshou community; and "Hanke Commune" clearly states that its community is mainly positioned for "middle-aged entrepreneurs and aspiring geeks." In short, before forming a specific and tangible community, the creator of the community should think about who the target users of his or her community are.

3. Refine the cultural tone of the community

This is mainly for those outside the community: What kind of character and temperament should the people in the community you want to form have? This requires the creators of the community to distill the core values ​​of the community.

The community values ​​mentioned here mainly refer to the cultural tone of the community, as well as the style and temperament that the community and its members should have based on the cultural tone. A successful community culture tone can create huge external attraction and stimulate strong cohesion internally. With culture, style and taste, community members can develop a sense of superiority, and outsiders will be motivated to join.

The "charming personality" that is now "a household name" is actually a concentrated embodiment of the community's values ​​and tone centered on the founder. For example, the Wu Xiaobo Community is strongly stamped with Wu Xiaobo's charming personality: advocating liberalism and middle-class life, and rejecting Diaosi culture; the value tone of the Hangke Commune is condensed into two sentences: happiness is the most rigid need, and a fulfilling life is the most beautiful life!

4. Adjust the content production of the community

This is mainly for fans (potential community members) : What kind of content should you output to most accurately satisfy your potential members? This requires community creators to gradually adjust their content production.

The content output mentioned here refers to the specific content itself, which is different from the stylish community values. When a self-media person has the concept of community in his mind, has identified the target users, and has a common goal and a self-consistent value tone, then he should adjust his content production in a timely manner: from going by his feelings at the beginning, to becoming more user-oriented and more in line with the community's values.

For example, when a film-related self-media decides to upgrade itself to a film-related social media, it cannot be so capricious in producing content. It can write a poem with some personal opinions today and curse people tomorrow because it is in a bad mood. Instead, it should produce more precise and high-quality content based on the interests and needs of group members.

At this point, it is not difficult to find that although I mentioned in the previous two articles that self-media has various shortcomings and defects, it also has natural social advantages:

• First of all, self-media has its own fan halo, which provides a good foundation for subsequent users to settle into the community. Obviously, self-media already had its own fan base before the emergence of social media, which is a unique advantage compared to some corporate organizations and interest groups.
• Secondly, self-media has its own content output, which not only attracts fans but also precipitates some value tone. Undoubtedly, many self-media start by producing content with certain value appeals, and the production of content provides a carrier for the sedimentation of value tone, such as Mimi Meng calling you a "bitch" and Shixiang vindicating the reputation of literary and artistic youth.

Therefore, self-media people who have huge advantages should actively embrace the trend of socialization. After being prepared at the soft cultural level, they should master a set of highly instructive community operation methodologies and then start to build their own tangible community.

2. Mastering the social methodology

In specific community operations, it is very useful to master some small tricks. However, without a set of highly instructive systematic methodology, we can only catch mice as they come, one by one, without any comprehensive and three-dimensional plan.

We know that the key to the success of a community lies in its operation. After summarizing, I believe that self-media people should do a good job in community operation from the following aspects.

5. Community threshold

As the name suggests, community threshold refers to the fact that when self-media people set up their own social media, they should set some thresholds and rules for people joining the community, commonly known as "washing fans".

The number of people in a community is not the key. What is important is to be able to retain a group of loyal seed users and a group of people with similar values. This group of seed members with high stickiness and similar values ​​will play a huge role in both word-of-mouth communication and content production.

If no certain threshold is set, the members who come in will be a mixed bag with different goals, making it difficult to reach a common vision and ensure consistency in value tone, which will bring huge troubles to the future operation and management of the community.

In addition, setting the difficulty of joining the group also increases the cost of members leaving the group, which provides a good foundation for achieving community goals. Therefore, we must control the attributes of group members from the source and screen high-quality and high-stickiness members into the group by setting rules and thresholds.

For paid communities, charging is the threshold. As for the Li Xiaolai Common Growth Community we talked about last time, it is said that the membership fee of 7,000 yuan was last year, and now it has risen to 28,800 yuan.

In addition to charging fees, we can also set thresholds by adding some conditions. For example, in Qiuye’s community, you must post a photo before joining the group. I also know a well-run poet community called "Our Poetry". To join the group, you must first improvise a poem, and only after the approval of group members can you join the group.

The vast majority of self-media people can set some distinctive and specific entry thresholds according to the goals and tone of their own communities, thus laying the first barrier for the subsequent operation of the communities.

6. Community Rules

Community rules refer to some regulations for group members' activities within the group, mainly some restrictive rules for group members, such as no idle chatting, etc.

It's very simple. There is no order without rules. Especially for an organization like a community that connects people with weak ties, once a group member engages in some destructive behavior, it will cause irreparable damage to the growth of the community. For example, the official WeChat issued a special statement some time ago to prohibit "group bombing", which shows how terrible it would be if there were no group rules.

Of course, the formulation of group rules requires the recognition of group members, which in turn requires us to formulate guidelines based on the common vision and value tone of the community. Otherwise, the group rules are too strict and no one is willing to abide by them. The group rules are too loose and cannot achieve the desired effect. Therefore, the setting of group rules often varies from group to group.

However, some basic group rules, such as prohibiting verbal abuse and personal attacks, must be followed by all communities. Stricter ones prohibit debates on opinions and only allow peaceful sharing. For example, the community created by the famous "Dean of the Interpretation Department" on Weibo prohibits idle chatting and each speech must be more than 1,000 words to ensure the high quality of the content.

Generally speaking, as long as the group rules are not too harsh, community members are willing to abide by them. After all, everyone is working towards a common goal, has similar values, and has gone through a threshold screening when joining the group. Therefore, group members cherish the opportunity to join the community very much. If it is really a violation of the regulations, the only option is to punish. However, many community owners complained that currently the WeChat group-based communities can only kick people out, and there are no other punitive management measures.

7. Social interaction

Interaction Principle

Community interaction means finding ways to design some rules to mobilize the enthusiasm of group members and increase their participation.

The key to the success of a community lies in its operation, and the key to the success of operation lies in interaction. We need to formulate some restrictive regulations as well as some encouraging rules. This encouraging rule is community interaction.

When designing interaction rules, we should try to maximize the enthusiasm of group members to participate in community activities, while ensuring that group members do not deviate from the community theme to a minimum. The interaction among group members is the life of the community, and it runs through all aspects of community content production, content dissemination and commercial realization. Therefore, when operating communities, self-media people should pay special attention to active interactions.

Interaction is one of the most basic ways of producing community content. Many communities require group members to take turns sharing content. This not only ensures content production but also increases interaction. For example, the Ganhuobang community invites different guests to share content each time. There is also teacher Wang Xuchuan’s "CCO Community Operations Officer" community, where Wang Xuchuan gives lectures in the morning and students share their own community practice cases and experiences in the evening. The students are very active.

Some communities enhance interaction by designing rituals, such as the early-morning check-in rituals in many communities nowadays; another example is the Li Jiaoshou Research Society, which regularly holds lectures between 9 and 10 p.m. every Sunday, so that students can maintain a sense of anticipation every week;

I also know of a socialized fashion self-media that requires group members to randomly choose another group member after three months of intensive learning and spend 1,000 yuan to dress the other person up fashionably. This deliberately created sense of ritual combines theory with practice, and group members often enjoy it.

Interaction Misunderstandings

When we design the rules of interaction, there is one thing we must pay attention to, that is, we cannot be active just for the sake of being active. This requires us to put an end to some non-benign and active interactions.

All interactions within the community are carried out to achieve the community’s goals. Whether it is discussion, sharing, chatting, etc., they should revolve around the community’s mission and vision. Otherwise it will be meaningless and will bring harm to the community.

Therefore, I do not advocate integrating some third-party mini-games into community activities. Even when it comes to giving out red envelopes, I think it should be done in moderation. In addition, it is best to prohibit spamming and idle chatting within the community, as this is a huge waste of the time and energy of community members and is not conducive to the sedimentation of content. If there is a real need for chatting, community operators can create multiple groups. The secondary groups can be used for chatting, while the main group should be silent and maintain purity to ensure the output of high-quality content.

I’m sure everyone has experienced the negative experience brought about by idle chats and advertisements that deviate from the social goals. As we all know, many communities spontaneously established by Luoji Siwei fans have unfortunately become advertising groups and calligraphy and painting selling groups due to the lack of common mission and goals, and have long since died.

8. Community system

The so-called community system, or user system, refers to the hierarchical system of group members. Isn’t it said that social media is decentralized and that group members jointly produce content? Why do we need to deliberately build levels?

The hierarchical system in the user system here is neither contradictory nor related to the attributes of a decentralized community. What I mean by user system is essentially a feedback system, including reward and punishment system, growth system and so on.

In other words, the purpose of establishing a user system is actually to provide feedback on the performance of group members in the community. Those who perform well are rewarded, and those who perform poorly or do not follow the rules are punished, thus there is a reward and punishment system; those who join the community first and keep making progress will grow faster in the community and have a higher level, otherwise, their growth will be slower and their level will be lower, thus there is a growth system.

It can be seen that the construction of the user system helps community members to more clearly understand their position in the community, thereby spurring their own positive growth.

For example, in the "Our Poetry" community, group members jointly create a poem every week, sign their names after each person's poem, and then push it to the WeChat public account. At the end of the article, a vote is added to let fans choose their favorite poems. The top three vote-getters can share the fans' rewards, which is a kind of rewarding feedback.

For example, Mr. V’s “Topic Writing Training” community stipulates that members who persevere to the end, meaning they have withstood the test, will be invited to join the “Writing Agent Team” for advanced training. This team is composed of people who persist in writing, have comprehensive skills, and have strong writing skills. This is a growth system established for group members.

Li Jiaoshou Research Society will score students based on their performance. After one month, different levels of students will be formed. Those with high scores can advance to the next stage of learning, and those with the lowest scores will be kicked out of the community. Here, there are both reward and punishment mechanisms and growth mechanisms, which can fully mobilize members to participate in community activities. This is the important role of the user system.

9. Social output

The so-called community output means that we must precipitate and process the content created by the community, and then disseminate it on platforms inside and outside the community. Different from the content output for fans in point 4, the essence of community output here is the dissemination of content.

We know that content accumulation is the most basic link of social media. It is not only a means to attract users to form communities, but also a carrier for external output to form value tone. Therefore, self-media people must pay attention to the accumulation and output of community content.

For community building, content accumulation is a display of the results of group members’ participation in community activities. It is the crystallization of the joint creation of group members. Community content is different from general idle chat and spam, it is something more valuable.

Therefore, whether it is inviting guests to share content in the community or content generated by group members through discussion, it needs to be processed and organized by the community operator to form high-quality PGC content for sedimentation and display, and ultimately form a virtuous interaction. For example, the "Our Poetry" community mentioned above displays the poems co-created by group members on the official account, which is to accumulate and output content; and the Li Xiaolai community will display the students' sharing; there is also the "Micro Interaction" community that focuses on Internet operations. Every time a guest shares voice, they will organize it into pictures and texts for secondary dissemination as soon as possible. These are all community outputs.

To sum up, if you want to establish your own social media, you should first be prepared conceptually, build a good soft culture for the community, and then master a systematic community operation methodology.

In creating community soft culture, self-media people should establish the community’s common vision, clarify the community’s target users, refine the community’s cultural tone, and adjust the original content production. Then, based on the community’s soft culture, design the community threshold, community rules, community interaction, community system and community output.

Through these nine steps, you can master a systematic social media operation methodology, thereby putting the construction of social media into practice and successfully upgrading to social media.

This article mainly discusses how self-media people can upgrade to social media from a methodological perspective. As for the specific case analysis, it will be discussed in another article. Socialization is an inevitable trend of self-media, and social media is the best way out for self-media. We-media people should take the initiative to cater to this trend and become trendsetters of the times.

ASO optimization service click link: ASO optimization service introduction

IOS accelerated review click link: //www.opp2.com/8854.html

APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China. Welcome to follow our official WeChat public account: appganhuo

[Scan the top APP promotion WeChat QR code to get more dry goods and explosive materials]

This article was written by @群幂Richard and was compiled and published by (APP Top Promotion). Reprinting this article requires the consent of Top Promotion , and please attach the link to this article!