What's the difference between comment area, sharing area and question and answer area?

The function of comment can be seen everywhere in all kinds of platforms, which can be said to be a basic function. Although the comment function is very common, you will find that the comment area of different platforms is different.

According to the purpose of comments, I divide comments into: comment category, sharing category and question-and-answer category.

Typical representatives of comment category are: public comment, Taobao, JD.COM, etc. Many platforms selling goods or services will have the function of commenting, similar to e-commerce websites and take-away O2O. The comment area of this kind of platform allows users who have purchased goods or services to express their feelings and evaluate the services or goods of the platform. On the one hand, this function helps other users to have a reference opinion when purchasing products or services. On the other hand, this comment area also forces merchants to guarantee the quality of their services or products to a certain extent.

The comment area of such platforms has similar functions. Let me take the public comment and Taobao, the two most representative products, for a concrete analysis.

Let's talk about public comments first. In the comment area of food, you can see the scores of taste, environment and service. Further down you can see the dishes recommended by netizens. There are many different labels and quantities of comments, which can let users see the general situation of comments intuitively and users can like comments. Comments with pictures are more real and intuitive, and ordinary users will directly read comments with pictures, which is more valuable for reference. Moreover, this comment area also has a search function, which is convenient for users to view the information they want to know. And the comments will put the high-quality comments in front and mark the platform certification. These details are for users to improve the efficiency of information acquisition. ?

Let's take a look at Taobao that we are familiar with. It also has the functions of labels, pictures and similar comments. But it has the function of asking questions to others. Users can ask questions to the purchased users before purchasing, and the users who have purchased products will receive corresponding notices and can answer them. Actually, I prefer to read the comments here. It feels more real. Because Taobao's praise is back, and now the phenomenon of sellers brushing bills is very serious. So when reading comments, you should know how to distinguish between true and false comments. Generally speaking, praise can be seen directly, starting with bad reviews. Besides reading bad reviews, I just read comments with pictures. But now there are a lot of comments on stealing pictures, and there are special instructions, so picture comments also need to judge whether they are true or false.

To sum up, the most important thing in the comment area is to ensure the authenticity of the information, so I personally think that we can add a reporting mechanism in the comment area, such as stealing pictures. In order to increase the authenticity of future comments, I think we can also consider adding small videos to the comments.

Typical representatives of the sharing class are: Netease Cloud Music, Bili Bili and so on.

When it comes to representatives of the sharing class, we have to talk about Netease Cloud. Let's talk about Netease Cloud first. Personally, I prefer listening to music, so I spend a lot of time on Netease Cloud every day. As for the comment function of Netease Cloud, I really feel that listening to songs without reading comments will be very unaccustomed. One of the most commented songs on Netease Cloud is Jay Chou's Sunny Day, and now the number of comments has broken 654.38+00,000. Let's see why there are so many comments on a song.

The picture above is a screenshot of the comment area. The best comment is "I heard it when I was a freshman, and then I met my mother, and then I was so happy." The number of praises actually reached 65438+ 10,000. It can be seen that most of the comments on the hot reviews miss youth or evaluate Jay. Often these comments have touched people who listen to songs very well and made them feel the same.

Let me talk about a small function-like it. In fact, the like function plays a great role in the comment area.

(1) Some people are too lazy to type, but praise is only convenient, and there is almost no cost. But according to the hot comments I saw in the comment area, the cost of praise is 0.02 yuan of traffic fee.

(2) Like can satisfy users' vanity well, and you can see favorable comments at the bottom of many songs, which is the most direct one. Of course, there are a lot of comments, jokes, stories and so on, which can really increase the activity of the comment area, but it also causes a big problem, and the quality of comments will decline. In view of this situation, in fact, Netease Cloud has formulated the rules of the comment area before, and Taishui's comments are unacceptable. There are clear regulations and a reporting mechanism, which purifies the comment area to some extent. For Yuncun villagers, there are still many people who are very supportive of this regulation and will cooperate with the report. (In other words, I personally think that the reporting system is related to the loyalty and recognition of users. Take Netease Cloud as an example. Netease Cloud's user loyalty and recognition should be relatively high, so users will spontaneously report some bad things in order to maintain the overall environment of Netease Cloud. However, if the user's recognition and loyalty are not high, the reporting system in the comment area has no practical effect. )

(3) Actually, praise is the communication between users, which strengthens social attributes to some extent. For a simple example, if you comment on many songs of Netease Cloud Music, you may find that one or two people often praise you. Then maybe your preferences are similar, and maybe you will become friends in Netease Cloud. Finally, make up a wonderful reason-point a compliment to prove that I have been to this song.

Besides interesting comments on songs, Netease Cloud's comments on Yun Ge are actually good. A major feature of Netease Cloud is actually the song list made by Yuncun friends. I found the song list in the above picture from the song Sunny Days. Netease Cloud will push the song list that has been collected, and I ordered one. The unicast volume of this song reached18.05 million, and the comment volume was 1000. Because Netease Cloud has the mechanism of being a talented musician, so I took a look at those talented people's song lists and high-volume song lists, and I just wanted to say by the way, besides the good quality of the songs you choose, what tips can make your song list popular in Yuncun? Cover is very important! Very important! Very important! Say it three times, the covers of many selected songs in the world are very distinctive, and then you will find a comment in the comment area of the song list, such as "Look at the cover" and "Cover my goddess/male god". Besides the cover, the name of the song list is also very important. To sum up, once your thing can arouse discussion, it is only a matter of time before it becomes popular.

Let's talk about the miles that many people suspect of being infected with Netease Cloud. Bili Bili is famous for its barrage culture, and it has also successfully spread the barrage culture. Now most video websites also provide barrage function, but it is not particularly popular. People are more willing to brush the barrage. Why? Personally, I think that Didi and Netease Cloud are actually very similar in nature, and both have highly loyal user groups. This can ensure that the whole platform or the whole community has a particularly good atmosphere and has its own culture.

To sum up, in order to do a good job in the comment area of the sharing class, in addition to the basic praise, ranking mechanism, etc., we must also have our own culture and loyal users, and enhancing their recognition of the platform is the key.

Typical representatives of Q&A are: Zhihu, general news websites, second-hand trading websites, etc.

In the Q&A comment area, Zhihu, for example, is already very popular. Zhihu has now become a "Baidu Know" for many people, so what's the difference between Zhihu and Baidu Know (Baidu Encyclopedia)? Baidu knows that users ask targeted questions, and launches other users to solve problems through the integral reward mechanism. Zhihu is a real online Q&A community with a friendly and rational atmosphere, connecting elites from all walks of life. Users share each other's professional knowledge, experience and opinions. Of course, with the popularity of Zhihu, it is not only aimed at the elite. In fact, why do people prefer to use Zhihu? Baidu knows that it gives people the feeling of scoring answers to a great extent, but Zhihu is a platform for sharing and communication, and the answers above will be more professional than Baidu knows. Take the following picture to illustrate my search for excellent communication ideas in Zhihu and communication skills in Baidu. It can be seen that Zhihu's answer is obviously more professional.

In addition to this kind of professional Q&A platform, many general websites are also equipped with Q&A functions. Take the second-hand trading platform as an example. I choose idle fish and empty fox as examples. The comment area of idle fish is a simple function for buyers to ask questions, and you can also chat privately with sellers directly. In contrast, the comment area of Empty Fox is more humanized. Users can bid on the goods, and this price can only be seen by the seller, and other users can only know that several users have already bid. This can protect privacy and stimulate purchases to a certain extent.

To sum up, if it is a question-and-answer platform, if it can create a good community atmosphere, it can well improve the enthusiasm and quality of users' answers. In a relatively high-quality platform, it will give users a feeling that their low-quality answers will be embarrassing. Of course, in addition to creating an atmosphere, there are also many necessary incentive mechanisms. Talent system and integral system are the two most commonly used incentive methods at present. The talent system satisfies the vanity of users, and the integral system provides a kind of virtual currency (used to reward questions and answer rewards). If it's just a relatively small comment question-and-answer function, then you need to make some changes in details according to the characteristics of the platform itself.

It can be seen that the role of comments is very small, but it plays a great role. Comments are a bridge between users. If users on a certain platform can achieve strong relationships, the stickiness to the whole platform will be strengthened. Therefore, if it is a platform with social attributes, once the comment function is involved, it is bound to consider many details and platform culture, and then create its own unique comment area.