10 formulas for social media operations

We have previously analyzed four formulas: the community vitality formula, the community activity formula, the community value formula, and the community activity formula. Now let’s talk about the fifth formula: the community content formula.

Community content formula: center + node + group = vibrant content matrix

"The key point of community operation lies not only in the maintenance of relationship chains, the knowledge reserves of big IPs and the continuous output of value, but also in UGC. Good community operation should encourage individuals to output content and create more value." To sum up, center + node + group = a vibrant content matrix, which is the so-called content formula.

If we use the human body system as an analogy, the vitality formula is the blood of the community , the value formula is the skeleton of the community , and the community content formula is the heart of the community . Therefore, the importance of the community content formula lies in that it is the place where blood is produced. What's in the blood? It contains nutrients for the entire body, which provide the energy for our body systems to function.

So how can we use this formula to make the heart of the community stronger and more powerful? This involves the three elements of our community content formula, so let’s continue reading.

The first element - the center

The so-called center refers to the IP of the community and the output of the central content. The core logic lies in the attraction of the central content .

This is easy to understand. It actually means what is literally said. When we join or establish a community, there is a central content and a theme. These themes are the first hook to attract you to join, such as special topics such as financial management, new media operations, advertising marketing, and artificial intelligence; industry-specific topics such as automobiles, real estate trends, and smart manufacturing; and also those related to careers, psychology, and so on. If we go deeper and break it down, there will be infinite directions. Therefore, when someone wants to join your group and sees the group name, he or she already has an expectation of the content of the group. Therefore, a good group name must be able to meet the expected needs of a potential member.

Some of you may know that my job is a product manager. What does my job involve? In a nutshell, it means discovering problems, defining problems, and solving problems. That’s roughly what it means. I won’t go into details. This profession often requires us to obtain as much information and knowledge as possible, then comprehensively evaluate this information, and finally choose the one with the most appropriate input-output ratio from various possibilities . This is the working idea of ​​a product manager.

Therefore, this idea requires us to search for relevant knowledge through various channels while also integrating with the user group, and even mingle in industry-related communities to gain an in-depth understanding of a certain industry, certain groups, or even a certain individual, so that we can be more likely to make choices that meet our expectations, thereby eliminating the false and retaining the true, simplifying the complex, and solving core problems. Of course, this is not an easy thing to do. Unlike the product managers that everyone complains about who can only talk, this involves the issue of responsibility. You have to be responsible for the results, your team and even the company. So when you realize the responsibility you will eventually bear, it will become very difficult to make any choice. But when you can feel the sense of accomplishment brought by solving a problem even once, it's over, the dopamine comes, this thing is addictive.

Therefore, in order to better solve the problem, we need to obtain more information and expand the boundaries of cognition. The easiest way is to search for the groups mentioned above, and then try to join them with various identities, just like a well-disguised intelligence agent. Isn’t it exciting?

So in the past few years, I have joined many groups and learned a lot. If nothing else, at least I have expanded my knowledge. I also discovered some interesting phenomena. One of them is that when you first join many groups, you will find that everyone seems to be full of energy, lively and seemingly very active. But as expected, after a week or two, most groups will slowly become lifeless. Occasionally someone will pop up to advertise in a subtle way, but they will be kicked out if it is too obvious. Of course, there are also those who insist on making their presence felt, and they are the group operators. They just post industry news links every day, and the so-called industry information that can be found easily by searching the Internet. This is the fate of many WeChat groups. The root cause is the lack of continuous output of valuable content and efficient system operation.

However, even if this is the case, many people will quit the group, but there will still be quite a few people joining in. So, obviously, your group name or group theme has a good appeal. You can attract a lot of people just by relying on the theme. Think about it, isn’t this the same tactic used by those clickbait headlines when writing articles? As for human nature, everything is done by taking advantage of human nature. No matter what the theme of your group is, whether it is specialized in online promotion, self-media operation, or other themes, this is the first step to gather a group of people.

You will also find that most people who join these groups will not actually actively learn or take the initiative to acquire content or anything like that, especially when there is no cost involved and it is free to join a group, so you can just go in and take a look, just in case you gain something. It feels like the more groups I join, the more I learn and the faster I grow. In fact, according to my analysis, the fundamental reason that prompts them to want to join various topic groups when they see them is anxiety , social anxiety, life anxiety, time anxiety, all kinds of anxiety , and what prevents us from really making good use of a group to improve ourselves is confusion and laziness. We are poisoned by the idea of ​​" Why bother with ourselves, pursue instant gratification and instant satisfaction " instilled by various so-called public intellectuals. What's hateful is that some self-media authors really put all their talent points on the skill of "mind pollution ". There is no way, catering to human nature, whether it has value or not, is itself very attractive.

So in this case, the result is predictable. Group members have no subjective initiative, and you, as the group operator, have no effective means to continue to push them forward. Even if you regularly output some valuable content, without positive feedback, you will gradually lose the motivation to operate and have no sense of accomplishment. In the end, you will be occupied by advertising robots and become social garbage. How about it? It feels a pity, doesn’t it? You will find that after much difficulty, you have established a group, have the first central theme, and even have an IP that produces content in the group, and have attracted some people to join, but these are far from enough to maintain the healthy operation of a community.

The second element - nodes

So we have to talk about the second element, which is the node . The so-called node refers to every member of the community. The core concept is that member content connects people .

Based on the analysis just now, we can summarize the fundamental reasons that affect the healthy development of the community. One is whether the community operator can continuously output high-value content, that is, the core content. The other is how to stimulate the subjective initiative of group members, which is a very important thing for operations.

When we talked about the formula for community activity before, we also mentioned that in order to facilitate point-to-point or face-to-face links between members, setting up an effective mechanism to encourage community members to join the operation and gradually become content producers is a good method. What we need to know is that anyone is vulnerable when faced with the impact of positive recognition stimuli such as a sense of honor and accomplishment. The wonderful thing is that almost all community members are in this state of anxiety of wanting but not getting. Therefore, as long as you encourage him to take a step forward in this way and let output force input, he will go all out to make his own content well out of various mentalities, such as forcing himself to grow, or in order to save face, gain recognition from his group members, etc.

As long as it is guided well, this is bound to happen.

The subsequent things will follow naturally. Through this method, you have activated one person and set an example for others. Through the power of example, other group members will be inspired to follow suit. As a result, group members will fully communicate and learn in this way and achieve self-improvement, while the operator will gradually activate a community with a sense of belonging and honor, ultimately creating a healthy win-win situation.

This is the way to break the deadlock: focus on the central theme, activate nodes, use points to lead lines, and use lines to lead surfaces.

I would like to mention here that we often see that the Internet is decentralized. In fact, in my opinion, the so-called decentralization does not really mean getting rid of the center, but narrowing the gap between the center and the nodes. The nodes can leap to another center in one fell swoop through sedimentation, forming a dynamic development trend. In the community scenario, when you successfully operate your community in this direction, your community will breed more small centers around the center, and the small centers will influence more external nodes. The affected nodes will grow into centers. This is fission, and such a community will have the ability to grow on its own.

So the above is the second factor, and also the most critical one.

The third element: community

After the above analysis, some friends may think that as long as the two elements of center and node are used well, the content of community operation will meet the requirements of community operation. In fact, this is not the case. If you think deeply about it, you will find that there is still a missing medicine, that is, the third element - group . The so-called group is to extend the central content to group content. Its core concept is to bring people together in offline salons .

What we need to understand is that when we operate a community, we are actually operating people and relationships . The success or failure of a community does not depend on how good you think your content is, or whether group members think your content is good or not. The key lies in whether I have grown and improved in your community, whether I have gained recognition, and whether I have a sense of belonging and honor. These are the prerequisites for the so-called cohesion. Only with these can we talk about cohesion. The most important quality of an organization is a spontaneously generated cohesion, which will inspire more sense of honor and belonging, and is an invisible driving force for the development of an organization.

So let's think about it, can this kind of cohesion be formed through online text communication between you and me? Or is it reliable?

The relationship formed purely through online means will definitely be superficial and completely unconvincing. No matter how well the conversation goes on the surface, when it comes to the real thing, they will become dispensable netizens.

Therefore, good community operations must be a combination of online and offline, and the same applies to community content.

The focus of the third point is to make the content produced by the group. A salon is not a personal salon, it belongs to all participants. Organizing small offline theme salons is often much more effective than holding large-scale online salons.

Don’t forget that the sharers of these small theme salons are not the IPs in the group, but the group members. Perhaps this group member has his own business and he hopes that his products will get more exposure. The location of the theme salon can be chosen in the company conference room of this group member, and this member will definitely do his best to prepare everything. This saves costs and produces results for the operator. As each salon progresses, organizational cohesion is gradually formed.

So this method is definitely a killer.

Summarize

To sum up, when you have effectively implemented the three-step content operation method of central content to attract people, node content to connect people, and offline salons to bring people together , and successfully combined the online content with offline scenarios to create a vibrant content matrix, your community will have an extremely strong heart. This is a very valuable thing for both group operators and group members. If you can really do this, then you will no longer worry about community content operations. Do you say so?

Well, this is the content of community operation in this issue. I have focused on introducing the three elements of the community content formula. Because this is a necessary prerequisite for the existence of a community, you must make the logic clear. In fact, it is also a time to organize your own thoughts. Everyone should think about it carefully. I hope it will be inspiring to everyone.

This time it's a bit shorter because I think it would be very tiring for everyone to read a long article like the last one with 10,000 words. Also, I don't have much time, so I'll try to increase the frequency of updates~

Author: Cucumber Morning News

Source: Qinggua Media