Exposure Of "Eco Officer" Mechanism And Content Of User Co Governance In Xiao Hong'S Book

Lifestyle Community Xiaohong book is a new project in the new version of App - "Xiao Hong scholar state official". According to the observation, "eco officers" can vote on notes that have been repeatedly reported and returned by the user and can not be clearly determined, thus affecting the results of the related notes. At present, some users are entitled to "eco officer".

　　 "Xiao Hong scholar state official" qualification through the page

It is reported that the "Xiao Hong scholar state official" is currently invited by the system to meet certain conditions (as shown below), and will receive an invitation from the official eco camp for official inspection in the notice of Xiao Hong App. After clicking into the invitation notice, users can only officially become eco by answering questions. A total of 15 test questions, of which 12 questions about whether the content is compliance, 3 questions on the operation of small red book, 9 questions and more than can be examined and approved.

According to the eco official Manual of the page, the application conditions of eco include registration time greater than one year, no violation record, binding cell phone number and so on. The official eco officer who has been assessed can enjoy the rights and interests such as circumjacent, testing products and maintaining order. Among them, maintenance order mainly refers to the maintenance of content ecology in Xiao Hong Shu community.

According to user feedback that has become an eco officer, the specific way to maintain order is: Eco officers vote on notes that have been repeatedly prompted by official cue. The background will decide whether or not to display content according to the polling statistics of eco officials.

"As long as dozens of people can complain at the same time, the system will decide that the note is involved in irregularities, which is also a way for the brand side to eliminate negative notes. But with an eco officer, such an operation will not be established. " A small red book operator mentioned that to some extent, eco mechanism would make the notes more authentic and fair.

However, there are also doubts about how to manage eco officers in order to ensure that the voting of eco officials is fair.

A person close to Xiao Hong said that the project is a pilot project of ecological governance, and many users of red book have participated in it. "It's like a community committee, from users, back to users."

　　 The little red book "potato housekeeper" describes the eco official.

Located in the "Lifestyle Community", Xiao Hong is also doing a somewhat restrained commercial exploration, constantly building and maintaining its increasingly diverse content ecology to ensure the value of the platform to users, including the introduction of the brand number to the transaction process at the beginning of this year, the promotion of the "welfare agency" Department, the integration of commodity acquisition, warehousing, logistics and customer service. It can improve user experience and so on.

As of May 2019, the number of users has exceeded 250 million, and daily community notes have been exposed more than 3 billion times, of which 70% exposure is UGC content, so the importance of UGC content to the value of Xiaohong book is obvious.

"Eco officer" is not the first time that Xiao Hong has authorized the platform management to users.

In May this year, Xiao Hong officially released the new commodity rating system "small heart" and consumer decision list "small red heart reward", that is, let users experience the real experience of goods, according to the specific dimensions score, forming the commodity "little heart". Then, based on the small red heart score, Xiao Hong book will launch the list of "Red Alert" in different categories and different dimensions.

Xiao Hongshu said that through the small red heart scoring system, on the one hand, it can help consumers to make purchase decisions, and on the one hand, it can dig deeper into user value in consumer decision-making scenarios.

Compared with the small red heart scoring system focusing on commodity evaluation, eco is content oriented, allowing users to participate in the platform management. The rule that the former guarantees the objectivity and authenticity of voting is clear, for example, participants must be users who have purchased the real products, and users are ranked in the forefront of interest and activity in the category. The underlying logic of the latter has not yet been disclosed.

Xiaohong has made some achievements in the exploration of community commercialization. Apart from the business of e-commerce, Xiao Hong has launched advertising cooperation with various brands such as beauty, fashion, travel, automobile, mother and infant. And a series of user based evaluation system launched by Xiao Hong book will not be interfered by commercial cooperation, and will form the bottom line of user value of Xiao Hong book.

Qu Fang, founder of Xiaohong book, said in an interview that users are the foundation of Xiao Hong's book. The content ecology of Xiao Hong's book is born for users.

"Our first principle is the persistence of user value, which has not changed since the beginning. We are upgrading products, all rules from establishment to iteration, all in order to ensure the value of content to users, which has been running through the beginning of 2013. She said so.

In her opinion, listening to users' voices from complex and abundant information is both the value provided by Xiaohong book and the responsibility of Xiao Hong's book.