I read a book recently, which is social and interesting. It is said that human beings evolved into group animals in order to make us stand out from the crowd on the earth, and socializing has become our innate ability; In addition, since the development of the Internet, the frequency of the relationship between people has greatly increased from simple information acquisition to mutual cooperation; I just want to describe my understanding of community and socialization in combination with what I have shown over the years.

Socialization is the instinct of evolution in long-term natural selection; This is the so-called sociality (the evolutionary driving force behind it is that the benefits of information acquisition and cooperation brought by people's information sharing make human groups more competitive), which urges people to establish contacts, understand each other and even cooperate with each other;

This nature has promoted the development and progress of human society, which is embodied in the formation of various organizations and groups:

1, a natural human organization established by blood relationship: family.

2. Community organizations established by mutual cooperation: tribes/cities, companies and countries.

In various organizational scenarios, the relationship chain between people is also different.

1. Strong interpersonal relationships: relatives and friends.

2. Weak relationships: colleagues, neighbors, classmates, etc.

Here are some concepts to understand the connection process.

1, social connection: people's sociality has given birth to people's demand for social connection, information sharing and cooperation.

2. Scene: The environment in which people establish contact.

3. Relationship chain: the degree of closeness between people.

People have the need to establish social ties. People are constantly connecting with others in different social scenes (real or virtual). With the continuous occurrence of social behavior, the strength of the relationship chain increases. And in the process of strengthening the relationship chain, the demand for scenarios will be reduced;

In today's highly developed Internet, the "connection" between people becomes within reach; At this time, the formation of groups becomes very easy; People's sociality is mainly embodied in two forms in the field of internet: socialization and community; In fact, these two forms correspond to different states in the process of social contact.

Communities represented by Zhihu and Douban: Scenes to provide people with connections. Zhihu promotes the connection between users with question-and-answer scenes, forming an elite group; Douban forms a literary youth group by cutting into the same city as books, movies and literary youth; Aauto quickly forms grassroots groups with rural entertainment video scenes and so on. The so-called scene is actually the so-called community tonality and content, which provides users with an opportunity to establish a connection. Therefore, the most important thing for community products is content and tonality. Even in a great sense, this tonality will be reflected in group purposes, group goals, values and other levels, such as ideological ethnic groups and countries; At the same time, due to the diversity of human value cognition and ideology, it is not a community, but many large and small communities crisscross, and the corresponding products will not be applied at the national level, and niche products are high probability events;

Social tools represented by WeChat: provide communication tools for strong relationships; The attribute of this product is instrumental: it provides a communication tool for the strong relationship that has been formed, and pays more attention to experience and efficiency. Once it forms an order of magnitude, it will definitely become the only national application (more than half of your friends are using it, and others will be forced to use it). And its very high conversion cost is very competitive; The core of this kind of tool products is experience and efficiency, and the change of interaction mode (AR) is likely to bring impact.

It is worth mentioning that whether it is a strong relationship or a weak relationship, there are always a small number of people with active heads who undertake most of the connection and information output; For example, the big V in Zhihu and Weibo, the activist in the circle of friends, is always at the core of the relationship chain.

There are two social views:

1, the change of interactive mode, the brand-new interactive platform will make people go and go;

2. Starting from the fragmentation of groups, although groups will inevitably overlap with each other; However, circles with smaller overlap with other circles are not easy to assimilate (especially exclusive circles), such as student groups and gay groups that everyone will experience; But the second point is that there are relatively few opportunities and the ceiling is low (after all, scale is the value element of social interaction), so it is mainly the first point.

The community is more optimistic:

The richness and diversity of the community determine many opportunities for the community, which are constantly changing with cultural changes and social development (such as the second element); But its core is whether it can give users a scene of establishing contact and whether it can promote connection better and more frequently; The former needs to have an excellent understanding and cognition of a certain group, such as the value of homosexuality, learners' groups, social bottom groups, elite groups and so on. The latter is a variety of gameplay, such as the short video that has been very popular recently, and the idea function in Zhihu (similar to information flow); It is the connection frequency, which gives the user a reason;

Finally, I really hope that I can become a cognitive person in order to understand the groups at all levels in this world; Constantly discover and appreciate interesting things;