4 common social network operation tips and 3 pitfalls to avoid

Today's communities generally have problems such as poor quality, difficulty in maintenance, and lack of conversion . So how can we build a good community? Let’s take a look

What is a community?

Baidu said that a community can be simply considered as a group, but a community needs to have some forms of expression of its own. For example, we can see that a community must have a social relationship chain. It is not just about creating a group but about bringing people together based on a point, need and hobby. We believe that such a group is a community.

Many companies are now creating their own communities, but some are happy while others are worried. Of course, most people are the worried group.

Today's communities generally have problems such as poor quality, difficulty in maintenance, and lack of conversion. So how can we build a good community?

Before answering this question, we first need to think about the purpose of establishing a community. Your purpose directly determines your community operation ideas.

There are four common types of communities:

• Long-term activity group: This type of community is maintained for a long time and has a clear purpose of sales conversion.
• Product suggestion collection group: This group will not have a large number of members, usually around 100, and is mainly used by start-ups to collect product opinions.
• Short-term activity group: a group formed for the purpose of carrying out an activity. The characteristic of this type of group is that it is born because of the activity and dies when the activity ends.
• Self-organized fan groups: There are many self-organized fan groups, such as hobby groups, fan groups of certain celebrities, etc.

The above are the four common types of communities, and the operating ideas of each community are different. Many community operators use the idea of ​​short-term activity groups to operate long-term activity groups, so poor group quality is inevitable.

So, what is the core key to the four types of community operations?

The key to community operation

Let’s analyze it in order of increasing difficulty of operation.

Fans self-organization: like-minded

Fan-organized communities generally rely on fans to organize themselves. The key to the successful operation of such groups is that members of the community have the same interests and hobbies. Such communities generally do not require corporate intervention.

Product opinion collection: Iron powder

Many startups will establish this kind of community in the early stages of their product development. The main purpose is to collect fans’ opinions on the product and to collect bugs.

The key to the success of this type of community is that the fans attracted must be die-hard fans of the product, and the fans want to help make the product better.

This is very crucial. A misunderstanding that some companies have when running this type of community is to simply let customer service staff recruit people.

Can you think about who the customer service staff usually come into contact with? Only people who want to complain will contact customer service. If the customer service pulls all these users into a community, then this community will definitely be full of complaints.

It is recommended that the CEO or CTO directly establish this product community in the early stages of product launch. There needs to be customer service staff in the community, but they cannot add users who make daily complaints into the group. Community members should come from those who provide constructive feedback on the product or from the circle of friends of the CEO or CTO.

Short-term activities: add friends, delete groups

The activity of short-term activity communities will be particularly high within a certain period of time because activities need to be carried out. This type of group should allow fans in the group to recommend friends. The recommended friends need to add the group owner’s WeChat first, and then the group owner will invite them into the group.

The step of adding friends is very critical. You must ensure that every user is a friend in your circle of friends. This way, even if he/she leaves the community or blocks the community in the future, he/she can still learn about the latest activities through the group owner’s circle of friends.

For communities with short-term activities, it is recommended to delete the community three days after the end of the activity. This step is even more critical and also very subversive. Many companies are reluctant to do this. Because I worked so hard to build a community, but now it has to be deleted.

You have to know that this kind of short-term community can hardly be transformed into a long-term community. The quality of this kind of community will only get worse. Rather than damaging your company's brand in this way, it is better to delete it in advance and leave some good impressions for your fans.

You should know that the group owner has already added the WeChat of group members, and can reach users through Moments next time there is an event, so deleting the group will have no impact on the company's event operations .

Long-term activities: organization, content

This is the most difficult of the four types of communities and requires long-term maintenance. Just like love, it’s easy to get it but hard to keep it. The cost of maintaining this group is also the highest.

To prepare for this kind of group, you need to do two things:

First, organization.

A long-term group must have a good group owner. The requirements for a good group leader are discipline and organization.

Discipline is very important in long-term groups. Group rules need to be constantly iterated, and there needs to be a clear definition of what cannot be posted.

Organization is also key and can enhance the stickiness among group members. For example, the unified self-introduction after joining the group. Establish a CRM for community members. Let everyone feel the professionalism of this community, so that group members will be willing to cherish this group.

It is not recommended to engage in casual chatting in long-term communities, because once someone starts chatting, the community may be blocked. Once blocked, it is equivalent to having one more silent user. Remember to close the window in time when chatting.

Second, content.

Long-term groups have very high requirements for content. The content here can be articles, daily news, commodities (such as new products of WeChat businesses), etc. These contents can make community members feel the value of the community.

If it is a community focused on a local area, it is recommended to occasionally carry out some offline activities to enhance relationships. Moreover, there must be a fee for carrying out such offline activities. Even if the group owner has money, he still needs to charge fees. Charging fees is a filter, and the fees received can be returned by giving gifts on the spot.

Whether online content, activities or offline activities, they are all considered content, and these contents are all for maintaining the community. The content of a long-term community needs to be arranged before the community is established. Otherwise, once the community is established, if the content cannot keep up, the community will be difficult to maintain.

Three pitfalls to avoid in community operations

The above are the key points for operating the four types of communities. Finally, let me list three pitfalls that need to be avoided in community operations:

First, community = WeChat group .

This is a point where it is easy to make mistakes. Although WeChat groups are the most easily accepted social groups, social groups are not equal to WeChat groups. I have said before that if you add users on WeChat and can reach them in the Moments, it can also be considered a community. My small circle can also be considered a community.

Second, send red envelopes.

In order to activate the community, many group owners like to send red envelopes in the community. Be cautious when sending red envelopes. Improper distribution of red envelopes can easily inspire fans to be greedy and destroy the community atmosphere.

If you must send out red envelopes, it is recommended that you be "generous". Don’t send out red envelopes that only contain a few dollars. If you are going to send out red envelopes, send out big ones so that everyone can feel it. Some groups only give out a few dollars each time, which means hundreds of dollars in a year. So it is better to reduce the frequency of sending red envelopes and increase the amount of red envelopes so that everyone can feel it.

Third, hide the purpose of the community.

Many group owners like to hide the purpose of creating the group, or not tell everyone their "sales" purpose. But no one is stupid. Once they discover the real purpose, they will feel "cheated" and lose trust in the community.

Instead of doing this, it is better to tell everyone sincerely what your purpose is from the beginning.

In this era, making money legally is the most glorious thing, and there is nothing to hide.

Well, the above is my understanding of community operation, I hope it will be helpful to you.

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