众所周知，因为老板的一句话，7月底ued团队为公司内部做了一个论坛“8天社区”，我们定位、设计、开发出来了，没人用总不行吧？作为一个设计，在这里想分享一下对社区运营的理解，本文结合了大街网的运营副总监-韩先生的总结，写了这篇文章。
社区内容运营
首先，做产品前需要确定它的定位和用户群，这样在设计和之后的推广才不会慢慢走偏。
内容自运作-内容自生成-优质资源挖掘-打造社区气质-确立社区品牌
内容自运作：上线前后的运营手段，属于社区产品装修阶段。上线之前，产品是个空壳，我们不能把一个空壳产品放在线上推广，“八月秋高风怒号，卷我屋上三重茅”，太寒酸了，拿不出手，还浪费推广资源。所以需要社区编辑灌些内容上去。社区编辑灌内容的手段多样，招募兼职、水军灌贴，自灌，或在测试阶段邀请一批达人，亦或“厚颜”采集…。初始内容有了，社区编辑要将部分文章帖子推荐至各个导航页面。社区编辑在灌水阶段，社区管理员要把社区规章制度形诸于文：积分策略、等级策略、用户组策略、管理组策略、社区帮助文档等等，不一而足。上线后，社区推广人员开始上台舞蹈：各种推广方法并用，花钱的、花力气的，总之使社区让“天下寒士”耳熟为第一要义。这时候社区编辑也没有喘气，得搜肠刮肚写软文。总之，这一阶段，全是点横竖撇捺钩的事情。有人看到这里嗤之以鼻：些许小事，何足挂齿！靠，不信你来试试…
内容自生成：这一阶段是最悲催的阶段，好多社区止步于此或醉卧沙场。这也是见证运营人员功力的阶段。社区推广人员将流量引进，社区编辑和社区管理员要使出浑身解数留住用户，让用户回眸，这是其一！其二，用户屡次来袭，但只浏览帖子而没有顶贴发帖等动作其实毫无意义。所以，社区工作人员中，社区编辑要自编辑整合各种优质帖子：写各种颇具争议的文章，做专题，做文档等；社区活动策划人员要别出心裁，栽柳成荫，想出好点子，做好线上或线下活动，比如版主召集活动、征稿活动、娱乐活动等等；社区管理员要充分研究用户行为，实时优化社区制度，力争让用户留下片言只语，如打卡签到、做社区任务等等。
挖掘优质资源：这一阶段的前置条件是UGC运营已十分成功。优质资源分两大部分：优质内容和优质用户。先说优质内容：具有讨论价值且切合社区气质的主题便为优质内容。其次具有实用价值的主题为次优质内容，如各种干货、文档之类。最后，优质内容切记过长，毕竟用户不是看贴，而是扫描帖子。这时候社区编辑要做的工作为：寻找优质的内容贴，并善加利用，利用置顶、推荐至首页或频道页、加精华、标红等各种方法，将帖子推广到离用户最近的地方。这一阶段，优质内容必须有量的要求。如何获得大批量优质内容，是社区活动策划人员必修课。社区管理员这一阶段也要再次优化积分体系，任务体系等社区制度。再说优质用户，也称为社区核心用户。社区分两类，一类基于主题，一类基于关系。优质用户发现集中于基于主题类社区。优质用户提现在行为上也有两个评判标准：善于写和善于带动氛围。原创基于社区网站来说，其意义至关重要，不仅仅提现在SEO上，大量原创内容资源对于增加用户粘性更是功高盖主。所以写手很重要。社区编辑们要和这些写手建立起深厚的关系。善于带动氛围的人往往思维活跃，不仅仅喜欢在线上顶贴发帖，在线下也是社区活动的积极推动者。无氛围的社区不叫社区，叫门户。所以这些善于带动氛围的人是各大版块版主的最佳人选。
打造社区气质：优质内容和优质用户都有了，这时候运营人员首先要确定社区宏观内容主题基调的确定了：是做高端内容还是低端内容，是做评论性内容还是做知识分享性内容，是主打原创帖还是主打整合贴等等。确定了内容基调之后，其实社区就有了内容建设的方向，这时候社区编辑就可以运用各种手法整合包装优质内容，比如专题策划，内容盘点等等！这个时候，社区气质已经凸显出来。但是还需要深化社区气质：用户价值诉求！说白了就是给用户的第一感觉。比如知乎，基于话题的高质量问答社区，豆瓣，带有文艺范的书评版块，虾米，高品质音乐分享发现。社区气质主要体现在三个方面：文字内容、视觉装潢和营销推广物料。站内文字内容是需要社区编辑去引导，视觉装潢可以靠社区改版完成，营销推广物料需要加大创意力度，适当头脑风暴一下，在文案和展现手法上下足功夫。
确立社区品牌：社区运营环环相扣，终于到了社区品牌确定阶段，其实如果前面的各种事项都完成之后，到社区品牌的确定已水到渠成。这个时候，你的社区可能已经在同类产品中名列前茅，很多创业者或平台类产品已经开始关注你了。这个时候需要做的就是设置竞争壁垒。品牌是一个最难逾越的竞争壁垒。所以这个阶段需要加大品牌营销力度，让壁垒更坚固一些，让对手无缝可寻。确立社区品牌还有一个工作要做的就是产品功能的提升，不断基于用户需求增加新的功能点，完善既有功能。比如增加移动APP，桌面应用程序等。如鞭牛士的牛博士排版工具,手机派代等，不断延长产品线，最终走向社区商业化的道路上。
其二，用户运营
随便看看-注册-顶贴-创贴
这四个行为变化是转化率不断降低的过程，如何优化各个阶段的转化率、如何提高用户注册量，如何保持用户活跃度是运营人员必须做足的功课。
用户被广告或者口碑带入社区，一般会先在社区逛逛，在逛的过程中，心理上会有一些变化，比如：这个社区不错，内容挺适合我的；喔，原来张三也在这里发帖了；咦，这篇帖子写的很对我脾气；唉，没啥原创内容，走人….。这个阶段留下了一部分人，走了一部分人。留下的人中又有部分人注册了社区。在这部分人中，其实心理预期千奇百怪，有的可能是发现你的社区氛围不错，有广告价值，所以发个推广软文；有的人发现这个社区的文章很有价值，引起了共鸣，必须要讨论一下，所以注册，进入顶贴阶段。在顶贴阶段，注册会员往往有个疲劳期，如果会员发的评论全无反弹响应，其实会降低会员积极性，所以运营人员应该要设置一个社区沟通大使的职务，伪装个马甲去和会员线上互动。你顶贴，我顶你，最终都好好活着！过了一段时间，经常顶贴的人又按捺不住当次角了，要当主角，人都是这样思进取的。所以就直接原创帖子了，让别人顶我的贴，于是，一枚优质用户又被收至麾下！
所以说，社区用户运营要在运营过程中不断揣摩用户心思，在满足用户需求的基础上适当引导用户向社区气质靠拢。
2016-08-25 at 上午9:20
0
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你们老板坑你吧，做社区要花大力气啊！~
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