Research On The Content Operation Strategy Of Zhihu Community

Zhihu, is a social network question and answer community, launched in 2010. Zhihu develops today, by virtue of its high quality question and answer has been gradually known to people. Zhihu's question and answer based on social network, and it hopes that through the community of users to help each other to solve problems. As of November 2015, there are 33 million users registered in Zhihu, and the number of users to achieve a substantial increase from the original 400 thousand people. From 2011 to now, Zhihu has made some achievements, and it has become the third community of Chinese UGC in size that only after Baidu Post Bar and Douban community. Generally speaking, the community of Zhihu has kept a good atmosphere in discussions and developed well in the past two years. Besides, Zhihu has made a outstanding performance in knowledge sharing and user generated content. The aim of this paper is to have research on the content operation strategy of Zhihu community, through the literature analysis method, content analysis method, case studies and other methods, to explore the content practice in location and production, presentation and management, interaction and communication, provides an in-depth analysis and summary, then expect to be able to bring about some reference to other social question and answer community in the content operation. According to the research, it is found that there are three points in the strategy of the Zhihu community in the content operation.First, accurate positioning, to establish a user oriented production system. At the beginning of the establishment, Zhihu almost have a clear positioning, namely "high quality", based on this position, Zhihu to identify the target user. At the same time, Zhihu establish a production mode about UGC and a "question-answer-feedback” supply chain of content, to ensure that the contents of the source, to achieve a virtuous circle of production. Then, Zhihu set up the content standard in the process of operation, advocate to ask good "question", and let "answer" rich. On the content quality evaluation, Zhihu integrated a variety of algorithms, allow users to vote for democracy to sort the answer.Second, optimize the presentation mode, and establish a well organized management mechanism. Through a variety of ways, according to user's interest and the social hot spots reasonably organize. In addition, in the face of constant refinement of market and the audience, Zhihu innovatively use the diversified product to form content, including Zhihu daily, Read daily, Zhihu week, Zhihu salt series and One hour series of e-books. At the same time, Zhihu continually to improve the function of the website to improve the user experience. On the topic of management, Zhihu created a father and son topic structure, logical clarity, make the content organization more orderly. In question management, Zhihu encourage the public to edit, make problems concise and comprehensive, easy to understand. In the content maintenance, Zhihu almost developed anti spam system, clean the garbage, make reading interface more neat.Third, to carry out multi-direction interaction, and build three-dimensional communication channels. On the one hand, through community praise, comments, mail and other ways to promote online content interaction, create a discussion atmosphere. On the other hand, by holding the line of "Zhihu salt Club" and other activities closely connected users, to promote interpersonal communication, in order to provide better service for online content. In the communication channels, from PC-side to mobile terminal, Zhihu open up various channels to meet the users different habit of using media. From social media to the offline book publishing, Zhihu increased the content of entrance, covered a wider user group.Finally, from the content operational strategy of Zhihu community to obtain enlightenment, Social question and answer community in terms of content operations to start from three aspects. First, it is to identify the content and the user's location, and improve the quality of content. Second, it is to focus on the maintenance of community content, and establish community norms. Third, it is to carry out interactive activities, and broad the channels of communication.