Like any offline real community, the community must have people first, then content, and finally form a certain community culture. Thinking from this perspective, the essence of a community is user + content + community culture, which are also the phone number list three core elements of a community. By observing the communities that have successfully developed and grown such as Station B and Zhihu, we can draw the development path of community products: Accumulate word-of-mouth through user experience –> Continue to attract new users through high-quality content –> Use marketing methods to expand popularity, wait for the opportunity to break the circle –> Successfully break the circle The current station B and Zhihu have developed to the third stage. Among them, station B has made many attempts to break the circle, the phone number list most controversial of which is "Hou Lang". Why did "The Waves" draw so much criticism and dissatisfaction?
The fundamental reason is that it stepped into the phone number list expansion trap: in order to cater to new users, it violated the values and community culture of the core users of station B. In the process of any community development and expansion, it must be accompanied by a large-scale increase in the number of users. According to the theory of economics that bad money drives out good money, when the number of users increases, the quality of community content will inevitably decline, the Phone Number List community culture will be eroded, and the community will begin to age. The community itself has certain barriers, that is, exclusivity. When community aging occurs, users are stimulated, and exclusivity spreads, causing confrontation between new and old users. The phone number list opposition between new and old users makes it difficult for new users to integrate into the community and fail to develop a sense of identity.
How to Avoid the Expansion Trap To avoid the expansion trap, that is, requiring the community to ensure the phone number list quality of community content while the number of users is growing, and the community culture is not eroded, the author will give my own insights from the following three aspects: 1. Old user side Respect the interests of old users, and maintain community culture through the increase, decrease and optimization of function points. Old users are in-depth users of the community, and they are the basis for the formation of a good reputation in the community, and the basic disk of the community. However, with the development and growth of the community, the phone number list launch of activities and new functions is often carried out in a multi-pronged manner, and new users are attracted by different points. These attractions may conflict with the values of old users. At this time, it must be respected The demands of old users ensure the reputation of the community.
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