现实是Gawker及脱胎于英国小报传统的Mail Online这类网站正面临自食其果的窘境。它们原本以轰动性报道所获点击率来衡量报道的成功程度,如今他们却发现,其他人发明了比他们更吸引点击量的的东西(尽管快速成长的Mail Online访问人数依然打败了BuzzFeed)。
The inventor is Jonah Peretti, co-founder of the Huffington Post and founder of BuzzFeed. From an early experience of a viral email exchange with Nike when he tried to have the word “sweatshop” printed on a pair of running shoes, he has become a pioneer of digital word-of-mouth.
这种策略是由《赫芬顿邮报》(Huffington Post)共同创始人、BuzzFeed网站创始人乔纳•佩雷蒂(Jonah Peretti)发明的。当初,他曾试图在一对跑鞋上印上“血汗工厂(sweatshop)”一词,当时他与耐克(Nike)之间的病毒式电子邮件往来经历,令他成为数字化口碑式传播的先锋。
His insight was that sharing works differently from search. Search is a way to discover information, whereas sharing is prompted by emotion. People read all kinds of material but they mostly share stories or videos that create positive reactions, such as laughter; or actively negative ones, such as anger.
他意识到,分享与搜索具有不同的运行方式。搜索是发现信息的途径,而分享则是由情绪推动的。人们会阅读各种各样的材料,但多数情况下,他们会分享的内容要么是那些引起正面反应(比如令人大笑)的故事或视频,要么是那些产生积极负面反应(比如愤怒)的内容。
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