Source: 36 krypton
Wen Gao, editor, Fang Fang Ting
Comment on fraud, travel notes water injection, Ma Ma incident continued fermentation for a week, has yet to end.
The two sides are still entangled in the issue of proportions. One side said that the number of reviews accounted for only 2.91% of the total data, the other side said that the concept of honeycomb switching, 21 million reviews of 18 million fraudulent, wrong is wrong.
There has been too much judgement on who is right or wrong, and the two sides have entered the legal process to wait for the verdict. But from a different perspective, what other issues have not been fully discussed? Is this an isolated incident? Is there a similar problem in the tourism industry? Should UGC's content production mechanism be re examined?
The plagiarized party is absent.
This is not the first plagiarism event in the Internet circle this year. In July this year, the public comment was accused of copying the little red book, and apologized to Xiao Hong's book for public comment. Comparing the two events, we found some differences:
Comments and small red books are plagiarists and plagiarists, and in the Honeycomb plagiarism case, by the public number of small voice ratio and third-party data company Yurui data, the plagiarists did not make a sound. 36 krypton questioned the matter and did not receive comments.
Why is the plagiarism absent in this incident?
Bold guess, because this is neither an isolated incident nor a single occurrence today. Several travel e-commerce companies have been plagiarizing information from each other and using crawler technology to obtain data is an industry problem that everyone knows for granted.
"Who is the original" has become a difficult question to answer, 50% of the original plus 50% of the handling, or a change in proportion, it is difficult to say who copied who. If a third party publishes the same content on different platforms, how to determine who is copying it?
36 krypton found several businessmen who specialize in brushing comments and making travel notes on Taobao.
A Taobao store named "Neighbor" opened in 2011, and its owner, Wang Bo (not his real name), said he was one of the earliest Taobao stores in the industry.
He mainly provides two businesses to commenters and travel notes. It costs 450 yuan to write a 4,000-word travel note with 100 pictures. It costs 60 yuan (default single-hair honeycomb platform) for the name of the business, and 50 yuan for each additional publishing platform (Ctrip, where to go, bull, poor travel, etc.) to push it to the top position. We need to pay an additional 1200 yuan per month.
Another Taobao store, Huida, raised its Ctrip hotel rating from 4.0 to 4.4 in two days. The customer service of the store said that all its writers were authenticated by their real names. According to the hotel's detailed introduction and the original customer comments, it was free to play and scored 5 points.
Priced travel notes are essentially pseudo-original, with text copied from other online travel platforms and pictures copied entirely. Content pictures, originally from major platforms, have returned to the platforms after a new round of patchwork, which is clearly not a healthy way to produce content.
The platform should have regulatory responsibilities. But there are Countermeasures under the policy, Wang Bo said, Hornets nest for rectification, its business basically not affected. "If it is not discovered during the audit period, it will not be checked. It is found that the title is not big enough to be issued with another account.
UGC, it's time to iterate.
The above mentioned manual content handling, Honeycomb incident is the use of crawler technology, UGC content capture.
So, what are the ways to generate UGC content? With this in mind, we can understand the potential cheating space in each way.
Talkingdata partner Gaudo shares with us several ways in which content can be generated in the industry: first, content produced by platform editors (operators). Second, sign up for tourism and travel strategy. Third, UGC content grabbing.
UGC content crawling methods are divided into the following: first, business cooperation, content payment; second, indicating the source; third, direct crawling (neither cooperative nor indicate the source); fourth, AI technology, according to the scene automatically generated content; fifth, machine wall mode, tens of thousands of machines automatically generated UGC content.
It's not hard to see how many other UGC crawling methods have grey zones, except for commercial cooperation.
Or, contrary to the original intention of the UGC community - from tigers to beans to Little Red Book, basically every UGC community will emphasize the "temperature" of people. UGC is the power of ants, and the human factors can not be completely replaced by machines.
The concept of UGC began in the Web 2.0 era, and now it is the mobile Internet, UGC iteration speed has not kept up.
"UGC review has been developing for so long. It should have been updated for a long time." Li Yuanfeng, managing director of falcons venture capital, said.
He believes that the next generation of UGC content should be based on personal interest labels. For example, judging mutton based on a person who likes Sichuan hotpot is not accurate. "So the real value of future reviews is to get consumer advice from people who share their interests and tastes."
But how to make content matching more accurate, what is more difficult now is the authenticity of content. Businessmen have never lacked the incentive to fake, and venture capital circles have never lacked the example of "pollution first, then treatment". First, the rapid growth, and then one by one clean up. The platform needs to check the content quality, and the platform itself needs strong external supervision.
Neglected user perspective
Honeycomb incidents in the relevant parties - Honeycomb platform, the explosive party (from the media and third-party data institutions), investors, the plagiarized party (competition), users.
The first three are the most talked about, the honeycomb is at the center of buzzing public opinion, the most criticized is a content-based business, but accused of copying content.
Investors'attitudes are analyzed in detail in the book "Honeycomb Financing was coming to an end, Tencent led the investment, valued at $2 billion". The event has had an impact on the honeycomb's financing process for more than three months. Investors who believe that "will not be greatly affected" are in the majority, on the grounds that it does not involve the commercial nature and has little impact on users.
The plagiarism party is absent in this incident, and the user's voice is also getting smaller.
Whether the user's trust is shaken or not is crucial to the honeycomb, where the trust of the user determines how many people will consume the content in the future. Honeycomb Cycle Life increased 2.7 times in 2018 Q1, and the extent of user impact can be seen by analyzing the data performance after the event.
The degree of user involvement is an index of concern to investors, and it will be directly reflected in the valuation. "If it affects user trust, the starting point number changes, major factors are adjusted, and the past model is modified," one tourism investor said.
But if we look at the UGC content iteration perspective, the user needs will be placed in a more important position, the high quality content produced by users is more scarce resources.
From a user perspective, don't you want to see what the UGC community looks like when zombies, sailors, and fake comments are cleaned up?
When search reviews have become a habit, don't you want to see more authentic and accurate recommendations for consumption decisions?
Even Zi Quan, founder of @Xiaoshengbi, said understanding that "the honeycomb approach has little impact on ordinary users" is just to tell you that it is wrong.
But the voice of users should obviously be placed in a more important position.
Yang Er-Smith, a beehive user with 2,116 fans and 13 travel notes and 11 reviews, says that many websites are being used as doctrines, but I hope I can also reveal other websites, just like beehives.
With 13,742 fans and 43 travel notes published, 536 commented honeycomb users graciously described Makiori as "very distressed" and the result was that bad money drove out good money.
The honeycomb incident is a crisis which broke out under the factors of lax platform self-examination, absence of strong opponents and lack of external supervision. A hot event will eventually be drowned by another hot event. What will be left behind?
When UGC's community value and business value are fully affirmed, it is accompanied by fraud and speculation. But it should evolve in the direction of continuous iteration.
(intern reporter Qiu Xiaofen and Li Yidan contributed to this article)
Waonews is a news media from China, with hundreds of translations, rolling updates China News, hoping to get the likes of foreign netizens