I didn’t expect my last post to be read so many times, I’m really flattered 📚(¯∇¯;) I dare not slack off and continue to provide you with useful information.
If it is useful, I can give you a triple link: Why do 80% of communities die in the end?
Because most group owners are using self-media (traffic thinking) to build communities.
These are two completely opposite species.
🛑 The background of self-media is communication.
✅ The foundation of the community is sociology (trust and social interaction).
Confusing the underlying logic of the two, the harder you work, the faster the community will die.
The following is my in-depth review of "A Firework" social mentality.
Share with everyone 👇 👯Trust vs Traffic What self-media pursues is "coverage", and traffic is everything.
The logic is that the funnel opening should be larger.
But what the community pursues is “certainty.” A good community must have thresholds and trade-offs.
In this era full of noise, the value of the community does not lie in the abundance of information, but in "filtering" and "extraction".
Users join the community not to read more news, but to find definite answers and people on the same page in a high-trust circle.
👥The symbiosis of traffic and retention: Many people who work in communities look down on those who work in traffic, and those who work in traffic think that communities are too important.
In fact, they are the best partners: 🌊 Self-media is the "sea": responsible for casting a wide net, mobilizing traffic, and creating buzz.
🏝️ The community is the "island": responsible for receiving traffic, screening out the 1% of loyal fans, and forming long-term value.
Without self-media, the community is stagnant; without the community, the traffic from self-media is just a passer-by, leaving no assets.
👨💻Counter-intuitive operation: To be a self-media, you need to “please” the algorithm, and to be a community, you need to “please” human nature.
In a community, tone is more important than daily activity (DAU).
You must dare to "not even make money as your first purpose." When you give up harvesting short-term traffic and focus on maintaining the unique charm and atmosphere of the community, 🥳You will find: Trust is established, and transactions become the most natural result.
This is what is said in "The Logic of Transactions": Irrational transactions often stem from the overflow of emotional value.
🤳Thoughts under the WeChat barrier: Will there be a perfect form of "community + self-media" combining into one in the future?
It's hard to say.
WeChat is still an unshakable mountain, and user and data barriers still exist.
But before the WeChat ecological changes, the biggest dividends that we ordinary people can seize are still: using the hands of self-media to bring people in; using the heart of the community to keep people.
If you are also working in a community, you are welcome to share your “pitfalls” and “roads” in the comment area.
#CommunityOperation #self-media #privatedomaintraffic #deepthinking
