Talk: How is an excellent community operated?
| This article will focus on the management and development of groups (communities), and talk about some of the author’s experiences and conclusions. Wet Goods: Things about the community One: What is a (community) group Since ancient times, there has been a saying about community that "birds of a feather flock together". It is also interpreted as "a group formed by three or more animals gathering together". A community, in simple terms, is a group of people who have obvious and common social attributes (common hobbies, common idols, or a common hometown, etc.). Robin Dunbar, a famous anthropologist and professor at the University of Oxford in the UK, proposed the "Rule of 150", also known as the famous "Dunbar Number". Based on the intelligence and social networks of apes, Dunbar inferred that human intelligence would allow humans to have a stable social network of 148 people, or about 150 when rounded off. The number of people who were followed up in precise communication was about 20. The law states that this is determined by the response capacity of the human cerebral neocortex. In this light, many communities today (especially those based on IM products) have hundreds of members. Doesn't this cause information overload? Indeed, the OP once made a comparison and found that the amount of information sent every day by a small private group of 20 to 30 people is not much less than that of a large group of 200 to 300 people, at least the difference in magnitude is not much. The former can easily have several hundred items, while the latter can have at most a thousand items. After further calculation, the amount of information per capita is even closer. Refer to the graph below From the qualitative analysis curve above, we can see the relationship between community activity and Dunbar number. With an excessive amount of people and information and inefficient dissemination, the cost of obtaining the information you need will become increasingly high. Does that mean that communities must be small? No, the bigger and stronger it is, the more powerful it is (don’t get the wrong idea). The information overload mentioned above is more reflected in communities based on IM, such as various WeChat groups, QQ groups, Weibo groups, etc. Synchronous interaction is convenient and efficient, but the side effects are too direct, leaving users with no room to avoid the information. For asynchronous interactive communities such as BBS and forums, there are not too many worries in this regard. However, asynchronous interaction is too slow and is not conducive to daily communication among community members. One group and one forum? It seems possible, but the operation is cumbersome and increases user costs. Looking at the various social groups nowadays, most of them are based on IM groups. That’s easy. Just embed an asynchronous interaction plug-in to meet the needs of information diversion and extended functions, or the entire product is still based on IM, but with more integrated functions based on group IM to help users divert and filter information, and provide a better social experience without leaving the group, combining synchronous and asynchronous. Isn't it wonderful? So I imagined a scene prototype, using a certain message as the material and embedding it into the IM product in the form of SDK. Floating in the IM scene, it is based on H5web to achieve small-scale information classification and asynchronous interaction. Of course, the PC terminal can also access the H5 exclusive to this community to achieve multi-terminal integration. (After all, I am naive, please don’t criticize me) Some summaries of community operations One: The three views must be correct! Any group has a basic theme, and the group operator should actively guide members to carry out social activities around this theme. Of course, this does not mean that percentages can only talk about things in one direction, but that this topic must be the most important part of all social activities of the group. Otherwise, it will easily lead to the loss of core members (who often output higher-value information), and the group content will go further astray, and gradually the entire group will completely become a chat group or a dead group. Useful information 1: ① The operator should set an example and take the lead in initiating social activities that are in line with the group theme (this can be an online discussion or an offline sharing session, etc.). ② Moderately curb discussions that go off topic. Generally, it is a direct interruption, for example: Dear friends, we are in the XX group here, and we hope everyone can discuss more XX topics. This approach is more hurtful. Even if your words sound nice, it is essentially a rude form of disagreement. A more advanced method is to cleverly change the subject, but since it's too advanced, the OP doesn't know how to do it. And this also needs to be applied according to different scenarios. orz Two: Rule by man or self-government? I once read an article that roughly said that the highest level of a community is self-governance by all the people, and the creator (administrator) is responsible for building and establishing the theme atmosphere of the community and implementing the general rules. Later in the evolution process, members constantly collided and melted in social activities, and finally formed a unified group will: a way of thinking that was highly recognized by community members and implemented by all members. It can realize self-operation and self-driving of the community. (Please speak in human language, thank you) To put it bluntly, everyone consciously abides by the community rules and can carry out social activities normally without the intervention of administrators, and new rules can be continuously evolved to cope with external and internal changes. Unified, collaborative, efficient – this is autonomy. The corresponding rule of man is to maintain the operation of the community through the personal charm of a very small number of operators (or even one person) and violent means (not the violence of fighting, but the meaning of compulsory execution). What extreme problems do communities ruled by humans have? Some group members (with relatively low levels of knowledge) can easily become sycophants of community managers. Secondly, those who disagree with the group owner can easily be fired. This is actually the same principle as guo jia management. Moreover, over-reliance on managers can easily lead to the group going astray if the group owner doesn't come for a few days. Of course, both rule by man and self-government have their advantages and disadvantages. However, communities in the Internet age should tend to be autonomous, because the IT circle advocates "decentralization". I brought up this big killer, let's see who can refute me, 233. In the process of maintaining the development of the Internet communication circle, I have also been subtly instilling this concept. (((‵□′)), it’s obviously you who are too lazy to manage, eh) Then how can decentralized autonomy and centralized rule of man be reasonably utilized during the operation process? Early stage: centralized human rule is the main form. The group owner (administrator) must be strong and active. Deeply lead and participate in all activities in all groups. Create an atmosphere, set standards, and lead by example. Medium term: Give equal emphasis to both human rule and self-government. On the one hand, managers need to continuously manage topics and create an atmosphere, and on the other hand, encourage members to participate in interactions. If it is difficult to start, you can consider the content that the group members are good at to operate the topic, or even use more obscene means, such as privately inviting familiar group members to "act". Of course, this approach is not recommended. Don't use it unless absolutely necessary, it will hurt feelings. Later stage: I don’t understand, the OP himself hasn’t even reached that step. orzIn fact, decentralized autonomy is not something profound, because managers have limited knowledge and experience. The most fatal thing about over-centralized management is that once the center disappears temporarily, the entire community is likely to be paralyzed. Decentralization can increase the enthusiasm of all employees and promote more participation and interaction. Three: What are some good ways to operate? Useful information 2: Operators should be good at summarizing and organizing valuable information that appears in the group at any time, and ensure that group members’ sharing is disseminated and utilized to the maximum extent possible. For example, look at the following picture This was a discussion about a certain issue in the circle last night. It’s a very simple issue, but everyone may have encountered it at different times. But tonight someone came out to ask questions and got some reliable answers. At this time, the operator sorted out the text: Commonly used remote software on PC: Gray Pigeon, Putty, QQ, Fei Ge, etc. If the operators are more careful, they can add some software feature introductions and even download links, and then share them with everyone in the group. It seems that the value of this small discussion can be fully utilized. The discussions in the group are far more than that. When it comes to topics such as product experience and design, there are many unique insights and inspirations. At this time, it is more meaningful to organize them into text. Useful information 3: Reject advertisements that lack "warmth" and base all forwarding on "feelings". I believe everyone often encounters this situation, where a classmate who has not been active for a long time suddenly sends a link for no apparent reason. For example, a new product of the company where a certain classmate works is being tested or launched, and they want feedback on the experience. They send a link and then continue to lurk. It is very irresponsible, isn't it? Reject cold "advertisements", not only advertisements, but also links shared by individuals. A very important principle of community is emotion. A blunt delivery without any emotional basis will only become a joke. All reposts are based on feelings (Emma, I accidentally pretended to be cool again, feelings, haha). Let’s take the same example, also about the new product experience. If the student adds a sentence: Regarding the new product in the direction of xx, you can be the first to experience it when it is launched in internal or public beta. If it is not enough, come to me to complain. It's playful yet polite, and the effect is obvious. For knowledge-sharing links, personal understanding needs to be attached. This not only makes it easier for others to understand the information you want to convey, but some summary words can also improve your own understanding and expression skills of the article. After reading an article, many students can’t even summarize the main point in one sentence (talking about themselves again, so annoying – -). Operators should provide guidance and, when necessary, enforce such regulations to cultivate everyone's habits. This will then self-circulate in the later stages and everyone will benefit. Why not do it? Useful information 4: Divide the discussion into time and do what needs to be done. This is a good method that the OP discovered when experiencing in a group. This group is also a community in a certain vertical field, and almost all members are working people. The group owner stipulated that during working hours, spamming is prohibited and only content related to the topic can be discussed. Chatting is only allowed during breaks. On the one hand, problems encountered during work can be efficiently solved in the group, and on the other hand, the normal operation of the group is maintained. If you keep talking nonsense all day long, I believe many people will not be able to stand it and will block you out. Useful information 5: Online and offline communication are both indispensable. Online and offline communication are both indispensable. More often it is the lack of offline. To maintain the continuous high-quality development of the community relationship chain, "face-to-face talks" are a necessary link. The importance of offline social interaction can be demonstrated by replying to the official account: product to view an article about O2O mobile social products. Community operators should be good at conducting offline activities related to the theme, enriching the experience of community members and deepening the relationship chain. For example, the Internet exchange circle holds an offline sharing session once, and there will definitely be more offline activities in the future. It could be a sharing session, a training session, a lecture, a team competition, etc. Four: The confusion of the original poster . If you have carefully read the previous article about the development process of the Internet communication circle from 0 to 496 people, you will find that it seems that all problems have been solved by the original poster, and the circle has successfully transformed and survived time and time again. That's not the case at all, orz. I haven’t done much of the above-mentioned practical things about operating a group. Shameful. There are two main issues: 1. How to implement richer group interaction functions without seriously disturbing members? The functions of WeChat groups are too simple and it is not possible to carry out many activities based on them. This is going to talk about the differences between WeChat, QQ and other SNS products, but I won’t go into that. What we actually see is that WeChat groups do not have more ways of interaction: group files, group videos, etc. I can only simply rely on IM and cannot make further progress. Then why don’t you go to the Q group? Aren’t there Q groups too? The cost of user migration is skyrocketing. These days, they said they would clean up and kept notifying everyone to join the QQ group. Only about 20 students completed the migration. Users are lazy and will not change their habits unless they have no other choice. The platform a community relies on when it is first established almost determines its future foundation. 2 The next transformation? Spring recruitment will begin soon, and then another wave will come. When everyone graduates and officially enters the society, will we see each other again? (Actually, I had an idea before. When friends in the group take graduation photos, the rest of us classmates can take a group photo together, so that each of us can truly live in each other's years, at least for a moment, after all, we have loved each other. So pretentious o(∩_∩)o) Regarding the topic of the community, I will stop here for now. There will be updated articles in the future. You can directly reply to the official account: product. You can read the latest version. I had to reluctantly clear out some of the less active students tonight. It was unavoidable. Please understand and welcome back at any time. In addition, regarding the two outstanding issues mentioned above, I hope that all readers and friends in the Internet communication circle can give the original poster sincere advice. You can directly reply to the official account, and I will definitely reply! |
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