"I Am A Singer" Sina Official Microblogging Communication Interpretation

As the Internet technology undergoes rapid development nowadays, social media has drawn an increasing focus of attention from the public. Micorblogging has become the central platform of discussing and spreading popular social events, hot topic and public opinions. More and more traditional media now have opened their official micro-blogs in order to spread their influences in the Internet. Cooperation of TV media and Weibo has overcome the drawbacks of linear, unidirectional TV broadcasting; therefore it has enhanced the bound between the media and the audience. Statistically, by March 2015,2364 TV programs have had their official micro-blogs certified by Sina, including programs from News, Entertainments and 11 other categories. Among them,739 are the micro-blogs of variety shows which constitute the largest portion of all the official Weibo. Surprisingly, even variety shows that primarily broadcast in Hong Kong, Macau and Taiwan have opened their official Sina Weibo.’IAM A SINGER’is a musical reality show broadcast by Hunan TV. The micro-blogs in Sina of ’IAM A SINGER’ was opened just a week before the program was broadcast 3 years ago, and now it has more that 2.9 million followers on Sina micro-blog which has left all other similar official micro-blogs far behind. In addition, it is the only reality show’s micro-blog that has got in the top 10 best official Weibo in the impact ranking of Sina Micro-blog/Programs. While the show was on air in both Season I and Season Ⅱ, the official Weibo of’I AM A SINGER’ ranked the first of the top viewing micro-blog. When the Season Ⅱ of’I AM A SINGER’ was broadcast, many people participated the discussion of the hot micro-blog topic hosted by the official micro-blog of ’I AM A SINGER’that the attention rate was almost twice as’SING MY SONG’, which is the second most popular reality show.In this paper, we focused on the case of the’I AM A SINGER’ official micro-blog in Sina, reviewed and found the unique features of the microblogs posted by the’I AM A SINGER’ official micro-blog from the aspects of content composition, announcing or releasing mode, combination pattern, and topic setting. After interpreting the spreading pattern of the’I AM A SINGER’ official micro-blog, we grouped the spreading modes used by the’I AM A SINGER’ official micro-blog into three different categories. In addition, we also analyzed the key point of each mode. Finally, we reviewed the advantages and drawbacks of all the’I AM A SINGER’ official micro-blog spreading modes using SWOT model, and provided suggestions for improvement. When interpreting the impact factors of spreading efficiency, we began with the posting time and date of micro-blog, as well as the contents. We also combined the data sets together with the documents in order to find a solution that can improve the spreading efficiency of the’I AM A SINGER’ official micro-blog. By reviewing the contents, spreading modes and impact factors of spreading efficiency of the ’I AM A SINGER’ official micro-blog, we hope that this paper could provide some ideas to other variety shows’ micro-blog for running the official micro-blog as well as spreading their posts. We also hope that this paper will provide references to the decision-making team of the media.