Before reading this book, I actually came with questions. In recent years, most enterprise products will choose socialization as the later strategic development direction. In addition to social tools such as WeChat, qq and Weibo, Netease Cloud Music, Tik Tok, Diverter and Taobao all build a user relationship chain on the platform around the functions of the products themselves. From the perspective of enterprises, apart from social precipitation being a relatively simple and low-cost way to retain users, what other factors have led most enterprises to make this decision? Some time ago, the female passenger caused further thinking because of the evaluation of the killed accident. Are all products suitable for adding social elements? What kind of products add social elements to help them build competitive barriers? What kind of products will be counterproductive?

This book didn't actually solve my problem. This book is all about how enterprise products use existing social platforms to gain users, traffic and even benefits. But after reading and thinking deeply, I can also spy out the answers to the above questions.

At the beginning of this book, a model is given: social dividend = information x relationship chain x interaction.

First of all, we need to discuss what social dividend is and why enterprises should pay attention to it. In fact, social dividend refers to the use of existing social platforms to obtain users, traffic and even benefits, which also includes product sales, brand promotion, user surveys, or other ways to realize traffic. Why should corporate products pay attention to social dividends? First of all, we should consider the social background. At present, a few social products have huge traffic, such as Tencent's WeChat, qq and Sina Weibo. According to incomplete statistics, the monthly activity of WeChat has exceeded 654.38+0 billion. Secondly, as social networks become more and more important, the rights of the media are weakened. Users are more inclined to trust information in social networks. Back to the enterprise itself, there will be several problems in the process of product development, such as the lack of initial users and the lack of new channels; How to recall users when users are lost in the medium term; How to reach the user with messages in the later stage and wake up the user to open the App. How to update and retain products is the main problem faced by enterprises. In addition to the efforts of the product itself, there are simpler and easier channels, that is, using existing channels to help enterprises complete user innovation, recall and reach users. Social networks with huge traffic and great influence on users have become the best choice for enterprises. In social networks, the information of enterprise products flows in the relationship chain, and the trust between friends plays a drainage role in its products and brings dividends to its products.

? So how do companies use social networks to get dividends? We need to go back to the model itself for discussion. This model includes four parts: social dividend, information, relationship chain and interaction. We have briefly introduced social dividends, so what do the other three have to do with social networks and even social dividends? First of all, we need to understand the relationship between these three and social networks. Information, relationship chain and interaction are the similarities of different social networks: users send information, users listen to each other to form a "relationship chain" of friends, forward each other, and comment produces "interaction". All social dividends come from the original combination of observation and application of these three sources. So how can enterprises use these three points to get more social dividends? This book focuses on these three modes.

? Then let's start with information. What is information? Information is not only editing copywriting, but also spreading in social networks. The value of information to enterprises is more about brand building, maintenance and customer service. From the perspective of information alone, there is no way to directly attract traffic to generate order conversion. In order to really get social dividends, enterprises need to pay attention to the information flow in social networks. The quality of information content determines the diffusion and influence of information. It also determines the ability of users to share information. Whether users are willing to share information depends entirely on their judgment of information.

? Now that information is available, the dissemination of information has become a problem that needs to be solved. Relationship chain is the key to solve this problem. On social platforms, users have their own relationship chains. When your content is interesting enough or useful enough, users will consciously help enterprises spread information in their own relationship chain. How to build a relationship chain is a problem that users need to solve, so what problems should enterprises pay attention to at this stage? That is, in the process of communication, how to make adjustments to help the communication chain of your own information become longer and wider. This is a problem that enterprises need to solve.

? Finally, interaction. Many people will think that since the information has spread and achieved the purpose of communication, why do they need interaction? In fact, interaction is the most critical step. Enterprise products have business goals. Although information is just transmission, which plays a role in brand building and maintenance, the ultimate goal of enterprise products can not be achieved without transformation. Only when users interact with each other and pay for this information, users will truly become users of enterprise products, that is, they will achieve the purpose of innovation or retention.

? Although it didn't answer my initial question, it also gave me a lot of ideas. Social energy is great. From the user's own point of view, building a relationship chain on the platform means that the user has an emotional relationship on the platform, and the user's behavior on the platform involves maintaining the behavior of his friends. Building a relationship chain not only increases the time that users stay on the platform, but also has costs (including emotional costs and time costs) if users want to leave the platform. From the point of view of competition, for the tool platform, the addition of social elements itself helps the platform to increase interest, and the use of social elements to help users carry out emotional sustenance itself helps the platform to build competitive barriers. Moreover, the addition of social elements will also help users to better communicate and transmit information on the platform and help enterprises to better brand. As for the question of whether all tools are suitable for socializing and what kind of social elements to add, I think it is still necessary to consider the scene in which the tools are used and conduct more exploration before reaching a conclusion.

? Finally, I still want to say that products are king and users are God. Although social dividends exist objectively, we still have to do a good product experience ~

The product is just getting started, Xiaobai ~ Welcome to make bricks at will!