Stranger social networking and new media operations are inseparable

New media operations basically revolve around fans, KOLs, circles, and social networking with acquaintances every day. Stranger social networking is actually a part that new media operations are reluctant to involve because:

• The cost of connecting with strangers is relatively high
• More uncertainty after strangers connect
• Stranger social operations are more difficult

Although social networking with strangers seems so difficult, the value potential generated by social networking with strangers is very large. After WeChat launched the "Nearby People" feature, the number of users increased dramatically. Stranger social products based on LBS are becoming more and more popular. Acquaintance relationships are indeed low-cost for the initial establishment of a social circle. However, some characteristics of stranger social networking happen to match the rapid gathering and dispersion of new media users.

• Strangers are more likely to group together based on the same attributes
• There are more social dimensions that strangers can explore

New media operations are inseparable from stranger social operations. Fans who do not know each other can quickly gather based on activities, conduct a new round of dissemination through social relationships, and then gather more stranger fan relationships. The operation reorganizes the relationships between strangers from different sources, allowing users with a certain attribute to gather in high concentration. The marketing conversion effect will also be higher than gathering different types of users.

Next, we will share the inseparable relationship between stranger social networking and new media operations from various dimensions.

What exactly are stranger social interactions?

What is the form of social interaction between strangers?

1: Interest-based: Strangers/groups who communicate and discuss based on similar interests

2: Event type: strangers/groups gathered due to an emergency

3: Scenario-based: strangers/groups connected because of a specific scenario

4: Interest-based: Strangers/groups that are connected due to strong interests and needs

The social sources and scenarios of these strangers are not independent of each other, but are often brought together by each other. Moreover, stranger social interaction will also have the characteristics of female social interaction, and establishing stranger social relationships will be more driven by emotions.

1. Strongly connected stranger social interaction

Interests, tags, scenes

Some people say: Compared to Momo, Douban is the best tool for "hooking up". In fact, connecting based on interests is the easiest way to enter stranger social networking. By searching for the latest popular TV series, you can quickly find QQ groups established because of your love for the series. After joining the group, users will customize nicknames based on the characteristics of the series, including the names of the protagonists and nicknames that express attitudes. With high-frequency interactions every day, group members can quickly find strangers with similar views through nicknames, compete on topics, form teams, discuss plots, share resources... Strangers quickly gather based on interests, and then continue to connect and interact, and the social value of strangers begins to show corresponding entry points.

The relationship between strangers established based on interests, tags, and scenarios initially presents a social form that is more inclined towards "weak interests and strong similarities". Strangers gather quickly due to primary needs, whether it is paid or free. Once the circle maintained by strangers cannot solve the primary needs, the stranger social interaction will quickly collapse and will not be able to meet the next step of extended social needs.

2. Rapid aggregation rule divergence

Topics, interests, empathy

Social operation is different from traffic operation. Traffic is judged by data, while stranger traffic under new media tends to be based on demand labels. It uses social demand attributes to trigger the rapid gathering of stranger relationships and then spread the social scope according to rules.

By using topics to engage in interests, strangers will quickly gather because of the personal interests touched upon by the topic, and discuss it frequently or pay close attention. "Squatting in the subway" can quickly trigger discussions among various groups of people, and the core reason for the discussion is that the topic touches on the interests of the corresponding groups of people. "I squatted like this one day. Would I be photographed too?" Topics with hidden interests can be triggered more quickly in stranger social interactions.

Although unregulated discussions can also bring together strangers, it is difficult for social interactions among strangers to generate value. Because of the specific topic ~ the corresponding traffic node ~ KOL expresses his opinions with the help of empathy ~ the corresponding group of strangers choose to interact with each other at a high frequency and depth based on the same psychology, and even "form an alliance". Social interaction between strangers needs to be guided by rules in order to lead to the corresponding value conversion path.

The topic that quickly became popular, the person who appeared by “shaking”, and the speech that was suddenly “paid attention to” made the social value of strangers become advanced and multi-dimensional. The operational value of stranger social networking for new media can become easier to understand and mobilize, rather than just gathering strangers into homogeneous traffic and then directing it for monetization.

3. Use the social methods of acquaintances to operate stranger social

Release the social needs of strangers

In fact, it is difficult to talk to someone you can't talk to. To a certain extent, stranger social networking is the initial stage of social networking with strong acquaintance potential. New media is dissolving the original social connections among acquaintances, allowing one or more people of the same type to quickly and accurately break through technical limitations and evolve into social connections among acquaintances as the frequency and depth of interaction increase. Social interaction among acquaintances can be maintained and deepened through high-frequency and intensive spatial interactions, such as frequent online and offline communication. Social networking among acquaintances also has similar characteristics to social networking among strangers. After becoming familiar with each other, the social networking will continue to deepen due to interests, topics, needs, benefits, and events.

In the specific context of new media, the definition of strangers has changed. They refer to similar people with similar social needs and people with the potential for rapid and in-depth social interaction. In the process of stranger social interaction, the rules of acquaintance social interaction are integrated, and conditions for screening acquaintance social interaction, such as geography, gender, etc., are added to guide strangers to interact with each other at a high frequency based on corresponding methods, and to diverge the interaction within the scope of the social needs axis.

Similarly, the large QQ groups where people gather under the label of "new media operation" are actually stranger social networks with low social costs. However, through the targeted diversion of acquaintance social networks, divisions by region, divisions by work experience, and online and offline exchanges... the scenarios or rules used in acquaintance social networks will increase the social costs of strangers.

Summarize

The social cost of strangers determines the depth of triggered needs, "Shake to find you", "Will you cherish it?" Once the cost of establishing social interaction is not high, the original needs will be triggered and deeper needs will be hidden. Only by allowing strangers to connect under low-cost social conditions can there be a sufficient number of strangers for similar matching connections, which in turn will guide them to high-frequency vertical and horizontal interactions under the social rules of acquaintances, continuously increase social costs, and transform into interactive social interactions among strangers and acquaintances in a variety of overlapping circles.

In a city, there are circles of colleagues, classmates, relatives and friends, and interests. The cost of leaving the city will tend to be higher, which will in turn require people to increase the frequency of various social interactions, and even require them to pay the price actively. Socializing with strangers has also begun to become an indelible part of the cost of urban social interaction.