A Comparative Study On The User’s Loyalty Between The SNS Communication In China And America

Since2005, SNS has sprung up all over the world on the Internet platform.The Web2.0brought great success for Renren and Facebook with itsdigitalization, interactiveness, convenience and unique transmission ofmultimedia. All of a sudden the SNS has become indispensable in people’slives, almost everyone has their own social accounts to share their lives andothers in the SNS. However, as technology advances, Web3.0and popularityof smart phones have brought new ways of social interaction, such as theemergence of the Wechat and the Micro blogger, that make the “bow owners”who are attracted to the new social ways. At the same time, the Renren andFacebook increasingly fade out of social range, more and more users join inthe new social ways.The SNS in China and America all face the challenges of new socialmedia, which has led to the decline of the user’s loyalty. In order to makesuggestions for the development of SNS in China, this study takes Renren andFacebook as examples to discuss the problems of declined user’s loyalty andtheir strategy to cope with the problem. There are many reasons for the declineof user’s loyalty, among which the main reasons are: first, with thedevelopment of the society, the simple social way of SNS can no longer meetthe needs of the users; second, the advancement of the technology hasbrought diversified social ways of web3.0, which has caused many old usersof SNS to flow out; last, the defects in the management of SNS, which focuseson the individual communication and does not satisfy the demand of thediversity of the users, has led to the dilemma of the current difficulties of SNS.Compared with SNS in China, American SNS like Facebook is also facingthe same situation，however the Facebook still is mainstream social media forthe young people. By comparison, faced with the same outflow problem,solutions of the Facebook are better. First, at the beginning Facebook has expanded its users from the campus to all over the world, and seized thedeveloping opportunities. Second, Facebook has made original PC page on amobile terminal. They have designed new, concise page style according to thecharacteristics of the mobile terminal. Last, the Facebook didn’t confine thescope of their business on social media, but the commercial marketing modelis added to the site, making the demand in other areas outside of the platformto meet the needs of social users.In this study, I had collected the latest and accurate information of SNS byliterature research, interviews and the questionnaire. By comparative study onsocial media user’s loyalty of SNS in China and America, This study tries toseek the appropriate solution to the current difficulties that SNS in China arefacing, by learning from the successful experience of Facebook and theWechat and Micro blog, so as to improve the SNS‘s user loyalty in China.