4 tips to teach you how to operate WeChat groups and QQ groups!
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Few people know the purpose of group operations , because it is more difficult to quantify the quality of a group than the content. When we want to judge the quality of an article, we can use data such as reposts, comments, likes, and reading volume. What about groups? Since it is so difficult to quantify and no one takes it seriously, many operators simply don't mention it. In my opinion, this is a journey to the West to obtain Buddhist scriptures. It is long and arduous, but full of infinite possibilities. It is also a way to build barriers. There is a saying that sums it up very well, "He who wins the community wins the future, and he who knows how to operate wins the world." It is not too late to understand it now. At least in the next five years, this way of playing will not change, but will only be upgraded. Most groups look like this: I have joined some groups, and after joining, the group owner never showed up again after saying hello to everyone. There is another type of group. After joining, people will occasionally come out to send red envelopes. The group is very active for a while, but it becomes silent the next day. If it lasts more than 2 weeks, it will become a dead group. Maybe the creator of the group started without even figuring out how everything should work. The greatest value of a group is that it is designed from the top level of users, has valuable interactive sharing, and has social dividends brought by groups with common values. Actually it should be like this 1. Clarify group functions Building a group is like building a social circle in society. It requires solid relationships and reasons for building it: [Interest-based] The main line is based on segmented interests, such as: baking group, overseas shopping group, hiking group, dog walking group, etc. This type of group can be used by enterprises. If used well, it will have higher stickiness than WeChat public accounts and will be easier to monetize. [Resource Type] Mainly provides various resources for group members such as: learning materials, movies, talent supply and demand, case sharing, etc. [Consultant Type] Members who are invited to join this type of community are generally those who have expertise in a certain field. They are also the think tanks needed by entrepreneurial entrepreneurs or growing companies. Their work experience often covers different industries. [Industry type] is generally composed of those with more resources in the industry, and influential people in the industry or related upstream and downstream industries. It is mainly used to meet the learning communication and information exchange between peers. 2. Do a good job in operational division of labor [Official operating account] is mainly responsible for conveying official information, hosting and guiding topics, and clearing out bad people in the group. Generally speaking, you can add the name of the official company to the prefix of the group's business card and beautify it according to the nature of the company. For example, if it is an interest app group for post-90s generation, the official operating account name can be XX Sauce, XX Jun, or XX Girl. There should be no more than three official operation accounts in a group of 100 people. More than that will be useless. Users can't remember who is who. One person can be in charge of topic activities, and the other can be in charge of notifications, and the functions do not need to overlap. Operational points: Don't go to two extremes: one extreme is being very official, and the other extreme is being a "good guy". Pay attention to portraying the personality and authority of the official operating account. 【Extras】Responsible for responding in the group as soon as possible 【Official Operation Account】topics, and regularly initiates discussion on the topic every day. The extras' account must be ready the moment the group is created, starting with the first person who comes in, until there are more than 10 active members in the group. The actors can gradually reduce their workload. The role of extras is well utilized by Wechat business. Sometimes I think Wechat business may be the most hardworking operation, haha [Expert Actor] Communities and communities are consistent in many ways, and it is necessary to build a user knowledge level pyramid, especially interest-based and industry-based communities. If you can invite experts to join the group to answer questions, or the operator himself is an expert in a certain field, then you must interact in the group in a timely manner. [Official operating account] can invite [expert actors] to conduct periodic training to sublimate the functions of the group and tap into more value that the group can provide to group members. 3. Response to special situations There are all kinds of people in the group, so it is inevitable that there will be conflicts sometimes. Therefore, in the early stages of building a group, you can consider establishing group rules and letting everyone know as much as possible what kind of punishment may occur if they break the rules under what circumstances. Freedom and harmony are built on good rules and fair enforcement. Some embarrassing issues can be resolved privately with members, because making them public will make them more embarrassing. 4. Group life cycle The more group members there are, the shorter the life cycle. The life cycle here refers to activity, so how do you tell whether a group is active? Making a list, writing it down every day, and comparing it is the most simple and effective way: 🔸 Weekly active days 🔸Number of group members' comments during active days 🔸Number of new member speakers during active days 🔸Red envelope receiving speed and number of people (this is quite useful) Of course, some people have also developed some software that can count group activity, which can be found by just searching. No matter how active a group is, there will come a day when it becomes silent. This is normal. What the operator needs to do is to extend the life cycle of the group as much as possible, and there are many tricks involved. (1) Do not leave the group silent for more than 12 hours In fact, many operators are too lazy to manage the group after they set it up. So once no one talks in the group for more than 12 hours, the group is one step closer to silence. (2) Plan activities that all members can participate in The WeChat group of Ding Chenling ’s internet celebrity business school invites several students to share every day. After sharing, the main lecturers gain spiritual enjoyment, while the listening members go through a process of resource screening. Everyone benefits. (3) Sending red envelopes It’s OK to send out red envelopes occasionally to test the activity level. If there are too many messages, members will think this is a charity group. (4) Establish a new group and change blood When a group is almost silent, you can find a way to evacuate people to a new group. For example, a baking group can transfer members through more segmented topics and activities such as "How to make macarons" and "European bread exchange". Conclusion The work of community operation is tedious and complicated, basically all dirty and tiring work, and is often not favored by the boss. If new operators in the workplace want to quickly improve their operations level, they can bravely challenge community operations, because a small group basically covers all operations skills training: attracting new users - retention - conversion - activity. Let’s make a bold assumption. This year is the first year of content operation, and next year and the year after should be the first year of community operation.
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