No matter what kind of social product it is, its ultimate goal is to help users build links. Since the development of social products, the form has matured. Among them, relationship chain, interaction and content are the core elements of social products. This paper analyzes these three key elements, hoping to bring you some inspiration.

After working in an outsourcing company for more than two years, I joined a startup company and started my own exploration in the social field as the head of its overseas social application. In the following time, I will summarize my exploration experience in writing regularly and share it with you.

I’m not very knowledgeable. I hope everyone can learn something from it.

If we want to make a good social product, there is no doubt that the first thing we need to know is: What is social?

According to the definition of Baidu Encyclopedia, socialization (that is, social communication) refers to the social activities in which individuals communicate with each other for material and spiritual exchanges under certain historical conditions.Because the essence of animal society is the sum of all social relations formed on the basis of material production and labor, social communication is the inherent requirement of animal nature to a certain extent.

In the past, people’s social activities included offline salons, blind dates and even chatting among friends, and the Internet brought new social ways, and social products such as WeChat, Soup and soul emerged one after another. People have met their needs for material, information and spiritual communication in various ways.

However, just as a successful person owns a house and a car, we cannot define that success equals a house and a car.Whether it is the exchange of materials or the exchange of information and spirit, it is only the appearance of social interaction to a certain extent. I think the essence of social interaction is linking.. Based on the link, one person, a group of people, established contact with each other, thus having the possibility of exchange.

At the same time,The formation of links is limited and influenced by time and space. Based on different link subjects, media and forms, various types of social products that we are familiar with have emerged.

For example, distinguished by the main body of the link, it links the social application WeChat of acquaintances of relatives and friends, and links the social product soul； of strangers who have no contact with strangers; Differentiated by link media, there are interest-based social applications and LBS social products based on geographical location. In terms of form, there are audio social products Hertz, video social products HOLLA, cat call and so on.

butNo matter what kind of social product it is, its ultimate goal is to help users build links.

Relationship chain is one of the core elements of social products, which refers to the connection between people. The network formed by the combination of multiple relationship chains is what people often call relationship network.What is human nature? Marx concluded that "the essence of human beings is not an abstract thing inherent in a single person, but in reality, it is the sum of all social relations". In our daily life, no one can get rid of "relationships". Relatives, friends, classmates and partners have various relationships, strong and weak.

Different types of social products often have different entry points for the relationship chain.

Cut in with a strong relationshipWechat, which everyone is very familiar with, is a social product based on strong acquaintances, not only WeChat, but also most IM products such as WeChat and QQ. The key to acquaintances’ socialization lies in whether they can successfully transfer the offline relationship chain of users to online, thus making the communication between acquaintances more convenient. Once the relationship chain is successfully migrated online,The strong relationship between acquaintances is itself a very powerful moat for acquaintances’ social products.In my opinion, this is why it is difficult for new acquaintance social products such as Duoshan to shake the dominance of WeChat in the social field of acquaintances.

At present, there are still new social products coming into the market, such as soda and other products that I brushed recently when I brushed Tik Tok. Most of them areCut in from the perspective of weak relationshipSocial networking products for strangers. At present, the more successful social products for strangers in the market include Momo based on LBS, soul with three views matching as the selling point, Hertz with the main voice socialization, Douban with interest dimension, Post Bar and so on.Weak relationship is the starting point of strong relationship. Compared with strong relationship, the establishment cost and migration cost of weak relationship are much lower.This is why it is difficult for a monopoly giant like WeChat to appear in the field of strangers’ social interaction, and why there are always new products coming into the track of strangers’ social interaction.

butDue to the low credibility of weak relationships, most social products of strangers have to improve their credibility through various channels to realize the core value of the products.For example, social products with heavy value such as Momo and exploration will require users to authenticate with real people, while soul, which focuses on soul socialization, provides users with psychological test questions.

The strength of all relationship chains may fluctuate with time. For the same relationship, such as partnership, the feelings of couples who stay together every day may continue to heat up, and couples who have been separated from each other for a long time may become unfamiliar. The fluctuation of relationship strength is inseparable from the interaction between them.

Interaction is also the core element of social products.

Interaction refers to the process of interdependent behavior between individuals, groups and groups in society through language or other means to spread information.It takes two hands to clap, and one person can’t interact.

Users who establish relationships can interact, and the interaction between users in turn affects the stability and strength of the relationship chain. The key is thatInteractive mode, intensity, frequency and value..

Taking the common Internet social products as an example, in most products,Common interactive behaviors include chatting, liking, commenting and forwarding.And different interaction modes correspond to different interaction intensities. For example, the interactive intensity of comments is greater than that of likes. And the same is chat, the interactive intensity of video chat is generally greater than that of text chat.Under normal circumstances, the greater the intensity of interactive behavior, the easier it is to enhance the closeness of the relationship between users.

For the same kind of interaction, the higher the interaction frequency, the closer the general relationship. But this is not absolute, because whether user interaction is effective or not, there is also a very important key point, that is, the value of interaction.

There are a thousand cups of wine for every bosom friend, and more than half a sentence for lovers. In our daily life, we may encounter such a situation. For example, at work, some colleagues have worked with you for a long time, and you are still familiar strangers after work for a long time, while some people have become friends through a few supper after work, even though they have not known each other for a long time.The reason for this difference lies in the difference of interactive value.The communication with old colleagues may stop at work. These exchanges are conducive to the smooth development of work, but they can’t make you know each other better. However, chatting in different places during the string talks makes you have a basic understanding of each other’s hobbies and values, thus becoming friends.

Interaction is the key to the generation and change of the relationship chain between users, but a good interaction can’t happen out of thin air.When posting a comment, there must always be someone to comment on and chat with others. The key is to talk about what won’t lead to embarrassing chat.The key auxiliary information is the content.

Content is auxiliary information to help users interact, which refers to the information that users disclose to others.In the early days of the Internet, limited by the network technology and network speed, the content display among users was mainly in words, resulting in pure text social products such as BBS, blogs and IM tools. With the maturity of the processing technology of pictures and audio and video, various types of content such as pictures, audio and video began to participate in social activities in a richer form.

For any social product, the content supply chain is basically composed of three main links: content production, content distribution and content consumption, and how to optimize the content supply chain is particularly important for all social products.

To guide users to output valuable content, we can refer to the concept of value proposition in economics and encourage users to output content with internal or external value, which can be in the form of spatial dynamics, photo wall and so on.For products with sliding pairs such as tinder or Explore, they encourage users to upload more personal photos and update more real personal information, which belongs to the content produced by users. Of course, how to recommend suitable users to each other is what tinder and explorers need to consider in the content distribution. For products such as Tik Tok, Yikan and Weibo, which focus more on content socialization, besides personal data, they will try their best to let users publish more dynamic content, such as providing them with tools for editing pictures and videos, lowering the threshold for dynamic publishing, and providing material or spiritual incentives for high-quality content, thus encouraging users to produce content. With sufficient content sources, content distribution has become a top priority. For example, Tik Tok is famous in the Internet circle for its extremely powerful content recommendation algorithm.

Of course, we can’t be anticlimactic. On the consumption side of content, how to help users consume content better and encourage users to interact with content producers based on content is the key ending to complete the whole social closed loop.

In subsequent articles, I will further discuss the content supply chain, so I won’t expand it here for the time being.

This is the end of the article, hoping to play a role in attracting jade.

Aaron, WeChat official account: In Aaron’s cabin, everyone is a product manager columnist. Head of social products at sea, an internet observer who is keen on sharing.

This article was originally published in everyone is a product manager. Reprinting is prohibited without permission.

The title map comes from Unsplash and is based on CC0 protocol.

　　On October 5th, the movie "Finding You" starring Ma Yili and Yao Chen was released nationwide. The film shows the completely different life states of the two mothers played by Ma Yili and Yao Chen, among which the working mother played by Yao Chen has aroused heated discussion among many people. After watching the movie, many women in the workplace found their own shadow. However, the reporter’s investigation found that not being understood is only part of all kinds of pressures faced by working mothers, social views and recognition of their own values … … All kinds of pressures are bringing them all kinds of psychological problems.

　　The executive resigned and went home to give birth, but she seemed to be a different person.

　　He Min, 37, graduated from Waseda University in Japan and worked in a large enterprise in Chongqing for many years. At the age of 35, she became a rare female executive in the enterprise. In 2017, she married her husband who returned from studying abroad. Her husband was gentle and considerate, and their family conditions were excellent.

　　However, all this changed at the end of 2017 because of He Min’s pregnancy. Because she is an elderly woman, He Min decided to resign after careful consideration. "I hope to raise my children personally before they go to primary school." He Min thinks that intergenerational education has great disadvantages, and she is confident that with her ability, "it is easy to return to the workplace in the future."

　　He Min resigned, and this decision was initially supported by the whole family. But then, the family found that He Min was like a different person after resigning.

　　In the memory of father CSI, my daughter was a gentle and considerate person since she was a child, but as the days of waiting at home became longer and longer, He Min’s temper became bigger and bigger, and she showed a strong desire for control in all aspects of the family.

　　He Min requires that the whole family must get up before 7: 30 every morning, even if it is a weekend and her husband works overtime until the early hours of the morning, there can be no accommodation. Every dish in every meal at home, even in which supermarket to buy vegetables and meat at home, must be carried out in full accordance with her requirements. "If something is wrong, she will be furious." He Min’s harsh demands at any time and place make his parents breathless.

　　In addition to control, she also became suspicious. In the eyes of her husband, He Min, who was confident and generous in the past, disappeared. Just two months ago, He Min’s husband went on a business trip in other places. It was already 8 pm after work. He had already booked a plane ticket to Chongqing the next morning, but He Min suddenly insisted that her husband must come back that night, and the couple argued. Afraid that He Min would get angry and hurt his health, her husband had to rush to the airport that night to buy a business class ticket for the early morning flight.

　　"How did you become like this?" This is what He Min often hears in the quarrel. In fact, she has been in fear herself. "I know it’s wrong now, but I can’t control it." She felt that she was now in a panic: "Do I have to do nothing all the time?"? Can I really go back to my familiar workplace in the future? "

　　Last month, at the insistence of her family, He Min came to the psychological clinic. At this time, she discovered that she had serious psychological problems instead of simple emotional changes.

　　She wants to get closer to her son, but it makes the relationship between mother and child more tense.

　　Before the baby was born, He Min was already overwhelmed. She hoped that the pregnancy would end, and the busy life of raising the baby could dilute anxiety. However, things may not be as natural as she thought. Although some professional women have been mothers for many years, it is still difficult to find the right direction.

　　Li Mian, who lives in Eling, Yuzhong District, has worked as the operation director in a large state-owned enterprise for 20 years, and his son is 11 years old. Since her son was over 10 years old, Li Mian found that the relationship between her son and her has become the most alienated of the whole family. "In the summer vacation, he would rather stay at home with his grandparents than go to Disney with me."

　　Li Mian’s work is busy, and he often needs to work overtime or go on a business trip. He rarely gets home before 9 pm. "On weekends, I just want to stay at home and don’t want to go anywhere." Li Mian’s biggest embarrassment is that he has too little company for his son. "Usually his father is with him."

　　As his son grew up, Li Mian found that his son had resistance to himself. "I tried to hug him several times, but he dodged." Li Mian asked the child’s grandparents. Grandpa said, "He is afraid that he has some complaints about you. On weekends, he wants you to go out with him, but you stay at home by yourself." Li Mian felt even more guilty after hearing this.

　　In the first half of this year, Li Mian deliberately increased the time spent with his son, trying to finish his work before 7 o’clock every day, going home early to accompany his son in his homework, checking his homework and revising it together. On weekends, she will also take her son to the bookstore or climb mountains.

　　However, Li Mian found that in getting along with her son, she was under some pressure, which mainly came from not knowing how to get along with her son. Sitting with her son, she seems to be unable to find anything to say except studying. "Sometimes it’s clear that one second it’s fine, and the next, my son is unhappy. I don’t know why." At the same time, Li Mian’s son didn’t think it was a good thing for his mother to pay more attention. He told his grandfather, "Being nervous with my mother will only make me do things I don’t like."

　　Her own efforts backfired, which made Li Mian feel wronged. Although she felt tired at work, she was handy. She had handled all kinds of complicated relationships in society, but now she was nervous about every subtle expression of her son. "I don’t know, what’s wrong with me?"

　　(The protagonists in the text are all pseudonyms)

　　Chongqing morning post reporter Shi Heng

　　Working mothers at different stages have different pressures.

　　Jiang Chenggang, a psychologist at Chongqing Maternal and Child Health Hospital, said that working mothers are equivalent to one person taking on two roles: professional women and mothers. The double pressure brings them a lot of troubles. "Compared with men, they will project their feelings in the workplace into their families more, so the psychological problems they encounter are probably not just their own problems, but also the problems of the whole family."

　　"Working mothers have different troubles at different stages." Jiang Chenggang analyzed that when a professional woman just became a mother, because of the changes in physiological hormones and identity, her psychology became sensitive, and she also became suspicious, anxious and irritable.

　　The energy and energy of working mothers will always fluctuate back and forth between motherhood and working women’s identity. When the family needs her more, she will give more energy to the family; But when there are more things in the workplace, she is more involved in the workplace. Most of the time, women in the workplace can adjust themselves to achieve the balance between the two relationships. If the energy of the two identities is unbalanced and both sides are consuming her energy, problems will follow.

　　If the family doesn’t understand, support and complain, they will be alienated and feel lonely. In order to replace the lack of family feeling, they will seize the workplace and try their best to realize their value, and finally face the double oppression of the workplace and the family.

　　Don’t trap yourself in a role.

　　How do working mothers avoid psychological problems? Jiang Chenggang introduced that women’s own adjustment and growth play an important role. Before becoming a mother, professional women should have an appropriate expectation for their future life in advance, which should not be too high or too perfect. Many working mothers label their lives as working women and mothers, and bind themselves in such an identity, which is wrong. People should make themselves a person with multiple roles: you are not only a working woman, a mother, but also a tourist and a flower arranging enthusiast … … Don’t let the workplace and family occupy all your life.

　　In May of this year, Zhaopin and the Global Think Tank (CCG) jointly conducted a survey on the working mothers and released the "Investigation Report on the Living Conditions of Working Mothers in 2018". The report shows that the salary and rank of working mothers are higher than that of ordinary working women. 60% of stay-at-home mothers want to return to the workplace, pay attention to the convenience of commuting, and have higher job loyalty. However, they also generally encounter promotion bottlenecks. They think that career opportunities are less than those of men, and they encounter difficulties in work-life balance, transformation and promotion.

　　In addition, working mothers generally have the characteristics of high education.

　　On April 25, according to Xinhua News Agency, Wang Guanghua, Minister of Natural Resources, announced at the National Conference on Registration of Natural Resources and Real Estate Ownership on April 25 that China has fully realized the unified registration of real estate.

　　This means that after ten years of hard work, a unified real estate registration system covering all land spaces and all real estate rights has been fully established, from decentralization to unification, from urban houses to rural homesteads, from real estate to natural resources.

　　China’s unified real estate registration system is basically formed, with the Civil Code as the guide, the Provisional Regulations on Real Estate Registration as the core, and the implementation rules, operational norms and local regulations as the supporting tools.

　　Unified registration of real estate to find out the "family property" of real estate

　　Li Yujia, chief researcher of Guangdong Housing Policy Research Center, pointed out that the primary significance of carrying out unified registration of real estate lies in implementing the Property Law, ensuring the security of real estate transactions and protecting the legitimate property rights of real estate owners; Secondly, integrate the information of real estate fragments scattered among various functional departments, find out the "family background" of real estate, provide basic data for policy formulation and implementation, and improve the efficiency and level of government governance. The greatest significance of carrying out unified registration of real estate lies in providing a foundation for modern national public finance and laying a foundation for China’s future tax reform.

　　The Central Finger Research Institute pointed out that in early China, every kind of real estate, such as land, grassland and forest, had corresponding registration system and certificate standard, which was prone to problems such as complicated management and disputes over real estate rights. As early as the Property Law promulgated in 2007, the unified registration system of real estate was formally put forward.

　　In March 2013, the Plan for Institutional Reform and Functional Transformation of the State Council proposed "strengthening the basic system construction and establishing a unified real estate registration system". In November of the same year, the the State Council executive meeting decided to integrate the real estate registration responsibilities scattered in multiple departments, and put forward the "four unifications" reform tasks of unified registration institutions, unified registration books, unified registration basis and unified information platform.

　　In 2016, official website, the Ministry of Land and Resources, issued the Detailed Rules for the Implementation of the Provisional Regulations on Real Estate Registration, marking the beginning of the full implementation of the unified real estate registration system. In 2018, the Ministry of Natural Resources announced that the basic platform for real estate registration information management has achieved national networking.

　　Jia Kang, a researcher at China Academy of Fiscal Science and the founding president of Huaxia Institute of New Supply Economics, pointed out that the unified registration of real estate was a clear thing to be done before. Now the official announcement that China has fully realized the unified registration of real estate must have its own specific internal considerations, but from the official information, it has not been linked to specific reform management and other aspects.

　　Jia Kang believes that from the perspective of modern governance of the country, the unified registration of real estate is an indispensable basic work. In terms of policy optimization, promoting reform, management and regulation, it is necessary to fully and truly grasp the situation first.

　　What does it have to do with real estate tax?

　　What is the relationship between national unified registration of real estate and real estate tax?

　　Jia Kang mentioned that the comprehensive realization of unified registration of real estate is logically linked to the promotion of real estate tax reform in the future. As the support of basic information, there is no doubt, but at present, whether the comprehensive realization of unified registration of real estate will immediately lead to real estate tax reform can only wait for the official specific implementation plan.

　　Chen Wenjing, director of market research of the Central Finger Research Institute, mentioned that the preconditions for collecting real estate tax include the unified registration of real estate in China and the nationwide networking. This time, the Ministry of Natural Resources pointed out that the comprehensive realization of unified registration of real estate in China means that the preconditions for collecting real estate tax are further improved. However, judging from the current real estate market, the national real estate market has recovered in the first quarter, and the recovery of supply-side indicators such as development investment and new construction is still weak, and the drag effect of real estate on the macro economy is still there. Since April, the activity of the new housing market has been insufficient. According to the data of the middle finger, the transaction area of new housing in key 50 cities in Zhou Du has decreased by about 20% compared with that in March. The sentiment and expectation of buyers are still unstable, and the short-term real estate market still needs policy support. At present, it is not the right time to conduct real estate tax pilot.

　　According to Chen Jie, director of the Housing and Urban-Rural Construction Research Center of Shanghai Jiaotong University, at present, there is not much inevitable relationship between the full realization of unified real estate registration and the real estate tax levy. Real estate tax is a local tax. Previously, the National People’s Congress Standing Committee (NPCSC) authorized the State Council to carry out the pilot work of real estate tax reform in some areas, but the unified registration of real estate is not entirely residential, but a unified registration system of real estate covering all real estate rights, so it is unnecessary to interpret it excessively. It can only be said that the unified registration of real estate is a technical support for the future real estate tax collection. As for when and where the real estate tax will be done, it is necessary to comprehensively consider various conditions, including market environment, institutional support and public recognition.

　　Zhao Xiuchi, a researcher at capital university of economics and business Mega-city Economic Development Research Institute and vice-president and secretary-general of Beijing Real Estate Law Society, believes that it is the general trend to realize the unified registration of real estate in an all-round way, which provides a basis for fully grasping real estate information and scientific decision-making, and also provides conditions for the collection of stock real estate tax. However, at present, the property market is in a downturn, and many policies to support the property market need to be introduced to promote the recovery of the property market and achieve a virtuous circle. At present, it is not appropriate to increase taxes, but to reduce taxes. Whether and how much to levy in the future should also be considered from the perspective of the whole real estate tax burden. On the whole, with the land transfer fee, the tax burden of the whole real estate is not light, and the tax burden should not be increased blindly.

　　What is the relationship with the people?

　　Besides real estate tax, what is the relationship between real estate registration and the people?

　　According to China Economic Net, after the registration of real estate is completed, citizens can make one-step inquiries at the designated office without going anywhere, so as to avoid overlapping or conflict of property rights. The unified registration of real estate is the basis of a series of major reforms, such as giving farmers more property rights, protecting farmers’ usufructuary rights of homestead, establishing a unified urban and rural construction land market, and collectively operating construction land "agricultural land entering the market".

　　In addition, many people hope that real estate registration can curb official corruption. The above-mentioned report of China Economic Net quoted experts as saying that although the original intention of unified registration of real estate is not to fight corruption, if the judicial organs, discipline inspection and supervision organs and so on inquire according to law, they can indeed quickly inquire about all real estate under the name of people, which will have a deterrent effect on corrupt officials.