We can classify social activities according to the purpose, including intimate relationships (including strong exclusive relationships such as love and sexual partners, as well as strong emotional relationships), friend relationships (non-exclusive or weak exclusive relationships, emotional relationships), and other relationships (such as so-called contacts and weak emotional relationships developed in order to master resources). In the field of network stranger socialization, only the first two are discussed here.
The most basic elements of social communication can be divided into: supply and demand, contact and activity.
Throw away the formula first.
First, people's social needs and supply.
Among the above three elements, the core is the relationship between supply and demand, and demand is the driving force of all social interactions. The relationship between supply and demand is the basis of social interaction. So the first question is, what is the relationship between supply and demand in the social market?
To analyze this problem, we should start with the goods in the social market, what goods are there in the social market, that is, what people want from social activities.
1. Common supply and demand
Here, the common supply and demand in social relations are divided into two categories:
1) Social identity &; Self - identity
Appearance is recognized: face value, figure
Traits are recognized: all kinds of beautiful qualities, such as fun, intelligence, hard work and sense of justice.
Recognized skills: such as photography and baking.
Mastering resources is recognized: such as money and resources.
…
We can call the above supply a common social currency.
These common social currencies can be regarded as part of the user's portrait.
2) Emotion * * *
Emotions can be roughly divided into two types.
The first one is immediate, because a topic or an idea has a buzz. The typical feature of this relationship is that after one conversation, there will be no second conversation and no friendship. Here, a conversation can be a few seconds or dozens of minutes. Of course, with the extension of time, it is easier to establish non-instantaneous relationships.
Emotion * * * sound: both sides have * * sound on a topic or a certain point of view, and have certain output and expression ability.
The second is to establish a relatively long-term and non-instantaneous relationship.
Sex: sexual attraction (appearance, figure, other fantasy creation methods)
Companionship: The other party has a certain amount of social money you want, and there is still time.
Pursuing other social currencies: other social currencies
What I want to explain here is that time is not a social currency, but a coefficient or unit of measurement of social currency. Can your time be as precious as Daniel Wu's?
2. The relationship between supply and demand in social market
Similar to the allocation of resources in the real world, in the social market, resources and the corresponding number of people are distributed in two pyramids, resources are inverted pyramids and the corresponding number of people is positive pyramids, so the social market is an absolute seller's market.
Number of users: it depends on promotion and operation.
The amount of money held by unit users: that is, the social value of users, is the most difficult to improve, and it is also the most difficult to improve people's self-worth.
Effective display rate: this is interesting. It needs to provide tools or design effective ways to help and guide users to show their social money. Interestingly, people may show things they don't have, such as beauty cameras, which we can call a social market bubble.
Reputation: because of the existence of bubbles, the concept of reputation has come into being. For example, I take a photo of Trump and me, and I'm not awesome. Believe it or not, even though I showed a lot of social money at this time, the number of effective social money is still very small because of the low credibility.
In the specific product operation, the product launch and promotion operation * * * determines the number of effective currencies in the social market and the distribution of effective currencies held by users. How to make social money realize the most reasonable resource allocation based on user portraits and matching strategies depends on how social networks are connected.
Another point I want to discuss here is why Yan value socialization is so important in strangers' socialization.
No matter what kind of social currency it is, the difficulty of exhibition and the ability of exhibitors determine which social currency we can see more easily. This is also why the WeChat circle of friends mainly focuses on pictures (videos) instead of words. The amount of information carried is one thing, but the difficulty of expression and the effect of expression are more important factors. Here, there is a difference between pictures and videos. Video has a lot of information, but it doesn't necessarily have a good expression effect. The difference between pictures and videos is just like the difference between words and sounds. Voice and video are often more realistic, and whether people like reality or not depends on the specific scene. Therefore, for the video socialization of strangers, I think it can only be used as a gameplay for specific users, but not for the general public. For social products, it is unrealistic to improve the display ability of users, and we can only find ways to lower the display threshold of users.
Second, the social contact mode
In essence, the connection in social communication can be regarded as the achievement of the transaction between the supply and demand sides in the social market. Let's analyze why it is difficult to establish a connection in the social interaction of strangers.
Establishing contact can be understood as solving two problems at the same time and paying attention to two problems at the same time.
1) What are you?
2) What kind of people do you like?
The first problem is that all social products have been basically put down. In terms of products, it is to build a rich and three-dimensional portrait of users. As a social product, the channels for collecting user information are really lacking. The information that users can collect is very limited, such as actively selected tags, topics of participation, tags abstracted based on various behaviors, and tags abstracted based on semantic analysis of published content. The essential reason is that it is a high threshold to effectively show yourself. It is difficult to establish a connection when there is a general lack of user portraits, which makes it difficult to get an effective response to the signals sent by users, and users have no motivation to send signals, so it is difficult to establish positive feedback.
The establishment of user portraits usually depends on information collection and behavior analysis. In social software, users lack the motivation to provide information, and their behaviors are relatively simple (chatting, posting, participating in topics, etc. ).
In view of this problem, there is not much understanding of the solutions used by social software at present. I guess there is information collected by running community topics. As for collecting information through semantic analysis, it is feasible in theory, but I don't know to what extent.
The second question, when the first question has not progressed, the second question is even more impossible. Here only talk about some ideas about theoretical solutions. First of all, what kind of person do you like is actually not a good question. The better question should be, why are you willing to try to establish contact with each other? However, compared with the complexity of people, the existing user portraits are often only a very small part of this person. Users' preferences need to be discovered in the process of continuous contact with other users, and the algorithm should be exploratory.
Willingness to connect: Borrowing the theory learned from Mr. Jun Yu, you know whether something is important is not whether you want it or not, but what you are willing to pay for it. There can be many kinds of paid things here, such as paid members and props. For example, summer asks to upload information to prove your education, and Real asks to have your face scanned. These are not only ways of realizing business, but also means of delineating target users. One of its purposes can be understood as identifying and screening users with strong willingness to connect. Even I guess that in Soul, a product with matching connection as the main means, users' dynamic quantity, quality, connection behavior and other data will be quantified, and corresponding weights will be generated and applied to matching. At the same time, in the social interaction of strangers, the key point is that here, people are quite willing to establish contact with strangers, as long as both sides have points to establish contact. At the same time, the willingness to connect is two-way, and one advantage of the matching model is that at this moment, both parties have a high willingness to connect. The feed stream distribution strategy of social products is sequential and personalized. There is a strong correlation between time sequence and emotion, which produces strong but unstable social will through the current situation. Personalized recommendation is strongly related to the user's portrait, pays attention to interest, and produces a less strong but more stable social will. There are both forms, but because the user portraits of social products are relatively thin at present, most of them are in chronological order.
Connection threshold: To trigger a connection, the user needs to do something. Let's take Soul as an example. I think Soul has done a good job in socializing with strangers. I think it can be summarized as: 1) By emphasizing non-value socialization and opposing the exploratory face brushing mode, I try to outline more points that may lead to connections between users. The success of this strategy is based on the fact that in the social market, only a few people have mastered a large number of face value social currencies, and the face-brushing model can not meet the needs of most people; 2) Focus on matching this product form and reduce the connection threshold to almost zero. Although I know that matching a person who can chat with me is a small probability event, it is too simple to initiate matching bit by bit, which is essentially the same as Tik Tok sliding up and down, greatly reducing the use threshold; 3) Get a large number of users through strong promotion and increase the effective amount of money in the whole social market.
Number of connections: This is a special parameter for strangers to socialize. In other products with the social function of strangers, such as Douban, there is no design about the number of connections. Only in the background of strangers socializing, people's clear purpose is to find a "person", not a book, a topic and so on. In order to pursue the overall connection efficiency, the number of individual connections is not as high as possible. For a certain connection mode, it depends on many factors, such as the number of users, the total number of connections, the overall connection quality and so on. Let's take Soul as an example, why ordinary matching does not limit the number of times for ordinary users, while voice matching needs to pay to increase the number of times. Because the user base of ordinary matching is large enough, the communication threshold is lower, and the user expectation is lower, while the voice matching has fewer participants, higher communication threshold and higher user expectation. It is necessary to better control the quality of voice matching through user screening to avoid the experience damage caused by high expectations and poor feedback of users who participate in matching. If you are willing to pay, it means that you are willing to pay more money for this competition than users who don't pay, and the quality of the competition will be higher. The number of times that ordinary users limit every day is also to make ordinary users cherish every matching opportunity more. This is by no means just a means of commercial realization. If any product can't achieve the balance between user value and commercial value, it will definitely be on the street.
In addition to matching, squares, recommendations, discoveries, topics and communities are all complementary to matching, because limited by the user's portrait and algorithm ability and the complexity of people's own behavior, the so-called intelligent matching can't help you find the only thrill (female) in the foreseeable stage, or you can accept the person who is more suitable for the other party under various realistic constraints.
The quality of a single connection: it depends on the fit between social funds and demand, and the effect of activities after connection.
The fit between social money and demand is also the matching degree of two people according to their portraits. There are many factors to consider in matching strategy. Here are some examples: 1) Try to achieve the best global matching quality. For example, six people, two have strong communication skills, two have average communication skills, and two have weak communication skills. Is the global matching quality high or strong, medium or strong or weak? 2) While considering the matching degree, we should explore other tags of users; 3) Considering the life cycle of users, such as new users and old users, the matching strategies adopted by different activity levels should be different; 4) In the matching of two people, the matching strategy should not only consider the degree of interest in the same thing (potential connection point), the willingness to chat (connection possibility), the output ability (connection ability), and the matching degree of the overall portrait of both parties. After all, in the social context of strangers, the potential connection point is only the most basic, and ultimately it depends on whether the other party is interested in this "person".
Third, social activities.
Due to the lack of trust in the early stage, strangers' social activities can only be online activities, and social products determine that internal activities can only be light activities, such as small games, but small games can not effectively show more social money, which determines that small games can not be used as the core of products, but only as irrelevant auxiliary tools.
The social activities of strangers, in the social product itself, are basically chatting. But language is just an information medium, and it has a clear mission, that is, the expression and exchange of information: 1) showing social money; 2) show the demand; 3) Collection of user portrait information
In the actual chat process, the common problem is that people only express their needs and neglect to show their social coins.
For example, if you match a person, the first photo on her homepage is a hot pot that looks delicious. You say, "Wow, this string looks delicious." Excuse me, how did you get people to reply? This is a typical requirement-only display. So what is showing social money? You went on to say, "There is a hot pot near our house, which is super delicious." It's called social money.
For products, it is foolish to try to change users. People are hard to change, and promotion is even harder. What can be done is to help users improve their motivation and lower the threshold.
In the promotion motivation, such as showing potential connection points, the label of the other party that users may be interested in is basically the richness of users' portraits.
In lowering the threshold, help users who don't know what topic to open find the topic and help users who don't know how to open the topic to open it. There are two directions. The first direction is to design gameplay. The gameplay has two purposes: one is to open a topic, and the other is to collect user information. For example, if there are no photos on both sides, a small game can be started with the consent of both sides, and the two sides will exchange photos after the end. That is, it can create topics, satisfy the curiosity of both parties, and collect the information of users' face value. Considering the possible problems in the actual use of this game, you can ask to upload a photo in advance, and the system will monitor whether it is a photo of a person. After the photo exchange is completed, you can also report the use of fake photos. The second direction is intelligent system help, and intelligent system help depends on rich user portraits. On this basis, the system can provide some good topics for social funds and the needs of both parties.
This is a systematic analysis, just trying to abstract one's own thinking frame. You are superficial and clumsy, please give me more advice.