想象有一个谈话与你有关specific interest. Whether it’s about cult classic films from the ‘90s or mushroom hunting–you’d have the most fun discussing the topic with someone who shares the same interest. That’s why vertical social networks have become so popular today as they offer a place for people with shared interests to connect with like-minded folks.
但是什么是垂直社交网络?更重要的是,为什么它们对品牌很重要?在这篇文章中,我们仔细研究了什么是垂直网络以及您的品牌如何利用它们。让我们开始吧。
您的垂直社交网络指南:
What are Vertical Networks?
Vertical networks, also called vertical social networks, are social media platforms dedicated to社区具有特定的利益。换句话说,它们是围绕特定兴趣,主题或行业的利基社会网络。例如,您可以为程序员和编码专业人士找到社交媒体平台以及园艺爱好者的专用平台。188滚球地址
In other words, you can say that vertical networks are created to cater to highly specific knowledge and advocate for specialization. Meanwhile, horizontal networks such as Twitter and Facebook are built for anyone and everyone, which allows them to attract people with diverse interests.
垂直网络的示例
Still unsure about what a vertical social network might look like? Here’s a look at some examples of vertical networks to help you get a better understanding.
1.Goodreads
顾名思义,Goodreads是狂热读者与其他书籍爱好者建立联系的地方。该平台提供了一个分类不同书籍,发现您要阅读的书籍以及对您阅读的书进行评分的地方。它也有很强的engaged communityof readers discussing books and sharing recommendations.
This vertical social network lets you see the books that your friends have read and want to read. It also lets you join groups, which typically serve as a virtual book club where people decide on a book to read for the month and then discuss it when they’ve finished reading. Its1.25亿成员来自世界各地,并为8000万本书评论做出了贡献,这使得这是迄今为止最大的垂直社交网络之一。
2.堆栈溢出
堆栈溢出is a forum-type social network dedicated to programming enthusiasts and professionals alike. People can use the platform to ask coding questions and get answers for them from other programmers. The platform also has Collectives, which are like dedicated communities where people can find and share knowledge related to various technologies such as Google Cloud, AWS, Microsoft Azure, etc.
根据internal data, Stack Overflow currently has more than 12 million registered users in the United States alone. The vertical network also sees over 50 million visitors a month from all over the world.
3。院子
想象一下,成为园艺怪胎,并能够访问一个网站,在与其他园艺爱好者建立联系的同时,您可以在这里找到很多园艺和园林绿化的想法。这正是Yardshare提供的。这个社区的成员可以浏览其他人的花园和院子的照片和故事,以获取灵感。该平台使您可以通过不同的特征来过滤结果,例如花园的类型,功能,包括院子的大小,等等。
院子allows members to share photos of their own yards and gardens to inspire other homeowners. People can add comments remarking about the sunken firepit you’ve added to your yard. Or they can ask questions about how you added a certain element and whether you faced any challenges.
4。Letterboxd
Letterboxd is a social film discovery platform where cinephiles can write and share movie reviews. You can create a list of all the movies you’ve watched and create a watchlist for the movies you want to watch. As for the social element, the platform lets you follow friends and other members to see their reviews and movie collections.
该平台是电影迷们根据其他人对它们的看法观看电影的好地方。这也是挑选有关您看过的电影的每个小细节的理想场所,因为您知道其他成员会对您所说的话感兴趣。
5。运输
运输is a social media platform where digital designers and creatives can connect with each other and promote their work. You can upload your past work on the platform and get comments and feedback from other users. Similarly, you may even browse through designs from other artists to find inspiration for your upcoming project.
The platform also makes it easy for designers to find work as there’s an option to instantly hire someone after seeing their work. Additionally, Dribbble has a job board where businesses or individuals may share job postings and share freelance projects where a designer is needed.
6.NextDoor
NextDoor是一个基于位置的社交媒体平台,成员可以在该平台上加入本地团体,获取本地技巧,查找即将发生的活动并购买和出售商品。成员必须使用可验证的家庭住址注册,以根据其居住地获得相关的建议,警报和列表。这种超本地社交网络为企业提供了培养当地社区的机会。
7.Strava
Strava是一个针对运动员的社交网络平台,专门针对那些从事跑步,骑自行车和远足的人。该平台使您可以跟踪您的活动,因此始终更新性能统计信息。您也可以与朋友建立联系,并与他们分享您的活动和经验。成员可以评论彼此的活动,并支持彼此的成就。
There are various clubs that members can join on Strava. This allows you to become a part of communities that are even more niche and participate in activities that you love.
品牌应该了解垂直网络
到目前为止,您可能对垂直社交网络是一个很好的了解。剩下的问题是您的品牌可以对它们做些什么,以及在决定加入之前应该了解的问题。因此,让我们看一下有关垂直网络的一些关键点。
您需要找到完美的垂直网络
Since vertical social networks are hyper-specific, it’s important to get really particular about which platform you decide to use. It’s obvious that not every vertical social media platform will work for your brand. At the same time, even the platforms that are seemingly relevant to your industry may not necessarily offer what your brand needs.
So it’s important to understand what the platform is all about and how it works. Take some time to understand how people interact on the platform and whether your brand will be able to make use of that type of interaction. Additionally, consider the content format, language, and overall tone that’s popularly used in the platform. This will make it easier for you to successfully become a part of the community once you join.
For example, Avant Garden Inc. is a firm that deals in landscape design. The firm is a part of the YardShare community, where they regularly share some of their finished works to showcase their expertise. Their member profile includes their contact info so people can contact them if they need help with their landscape designs. Plus, the comments or questions in their posts could create an opportunity to establish themselves as experts in the field, making the vertical network perfect for them.
您可以使用它们更好地了解您的听众
Think of the kinds of questions people are asking and the conversations they’re having on vertical networks. Imagine how much you can learn about your audience just from those discussions. You’ll be able to understand their needs and pain points and address them with a relevant solution. You can also get a better sense of the language and tone they’re using and how they like to communicate.
然后,这些信息可用于制定一种更好地引起观众共鸣的策略。对于初学者来说,您将能够增强品牌声音,以便您的受众可以更好地与之联系。您还可以衡量他们的需求,这可能会为您的业务方面提供信息,例如您的营销和产品开发。换句话说,您可以使用这些知识来做出明智的业务决策,从长远来看,这将使您受益。
这一切都是为了提供价值
请记住,人们加入这些平台的主要原因是从中获得价值并成为社区的一部分。188滚球地址因此,尽管您的最终目标可能是通过垂直社交网络吸引更多客户,但公然的促销可能不一定有效(除非平台的目的是这样)。尽管对于代理商在运输等平台上推广其服务是完全可以的,但并不一定是其他每个平台的情况。188滚球地址
As such, your first focus should be on providing value and maintainingauthentic interactions. In other words, avoid the hard sell and focus on nurturing relationships with the audience. Take the time to listen to what people are saying and then offer something valuable in return such as a helpful tip or recommendation.
For example, Clayalotte is an Etsy shop selling clay jewelry. The owner joined the Instructables platform and created valuable content about how to organize paint. By constantly sharing high-value, relevant content with community members, you could open up plenty of opportunities to bring up your product or service minus the hard sell.
They’re an Excellent Source of Content Ideas
这些垂直网络能够告知您的策略的关键方法之一是作为绝佳的来源content ideasfor other platforms and channels. The discussions that people are having and the questions they’re asking could inspire your next social media or blog post.
例如,如果你看到有人问一个问题that you haven’t tackled in one of your blog posts, perhaps you could consider providing a detailed answer in the form of a blog post. This post will then serve as a valuable resource for others who are seeking the same information online.
Similarly, if you notice that your community is buzzing with a trending topic, perhaps you could share your thoughts and insights in a short LinkedIn post. Or you might even be able to discover images and videos that you want to share on your social media accounts (with permission from the original creator, of course).
另外,您可以从社区收集问题,然后主持社交媒体直播以回答这些问题。更好的是,邀请有影响力的行业专家帮助您回答这些问题。您可以与您的利基社区分享链接,然后将其转换为其他社交媒体渠道的受众。
Are Vertical Networks the Future of Social Media?
While not as big or as widely known as horizontal networks like Facebook and Instagram, vertical networks are redefining how we see and use social media. With people seeking out more valuable and meaningful interactions online, these social media platforms are quickly becoming a huge hit with the internet population. This became particularly apparent in the wake of the pandemic as people sought to build virtual connections in the absence of real-life interactions.
实际上,垂直网络喜欢Letterboxd saw explosive growth in 2020. The platform’s user base nearly doubled since the pandemic started, going from 1.7 million members to 3 million. Major networks quickly caught on, with Twitter launching社区,使人们更容易找到共同。
So it’s safe to say that while vertical networks may not completely replace major social media platforms, they’re very much a part of the social media future. As the need for meaningful human interactions grows, we can expect to see other platforms gradually adapting to add new features and capabilities that support community engagement.
For businesses, vertical networks create a new opportunity to build authentic relationships with their audience and grow a loyal community. They may very well give you some level of competitive edge if you’re willing to put in the work.
Frequently Asked Questions
什么是水平社交网络?
水平社交网络使用户有机会与各种各样的兴趣范围的人建立联系。
What is vertical social media?
A vertical social media platform is one that caters to highly specific interests, meaning that people can connect with others who share the same interest.
垂直和水平社交网络有什么区别?
水平社交网络不管他们的利益如何吸引所有人,而垂直社交网络吸引了具有特定利益的人们。
What are some examples of vertical social networks?
运输, Goodreads, and Stack Overflow are some examples of vertical social networks.
Instagram是垂直或水平社交网络吗?
Instagram是一个水平社交网络,它可以满足具有多种兴趣的用户。