The Communication Features Study Of Enterprises Negative Network Public Opinion Basing On Sina Microblog

Sina microblog was published in2009by Sina Corporation, which was based on the platform that is based on communicating, sharing and getting information of user’s relationships. The amount of registered users of Sina microblog has already broken through500million, and the amount of messages that are from the users has reached100million,which let Sina come to be one of the largest PV of China until the end of2012.Sina microblog is the rising application of Internet like Twitter, which combined the "Micro" fragmented information with SNS transforming the communication spreading of Internet and the model of sharing.It links the users together through the function which called "follow" making a situation that everyone is not only a spokesman, but also a audience. The situation which was taken by Microblog is not only the profound revolution of the network information dissemination way, but also the revolution of interpersonal interaction. The revolution that was taken by microblog brought about the revolutionary influence to the value of the recent network information. At the same time, it produced brand new social value and commercial value.Microblog stood out among the numerous social networking application models by the virtue of convenient and fast operating way and excellent updated in real time ability. It changed the way of communication that was used to research and discusses the negative public opinion crisis by the public to a large extent. Microblog promoted the spreading speed of the enterprise negative public opinion tremendously. Although Sina microblog has a series of rules aiming at filtering and controlling the content of microblog, but comparing with the public network crisis, the controllability of enterprise’s negative network public opinion was lower. The enterprise needed taking more right and positive attitude and measures to deal with it when confronted with negative network public opinion crisis in order to avoid the extending of crisis.The paper takes an example of the "speeded-up chicken" event, which broke in November2012, analyzing this case based on the existing theory and research result. The paper strives to explore and recognize the unique communication character of microblog that is a rising kind of media comparing with the traditional media generally, excavates the feature at the information communication level which happened on the microblog platform when the enterprise broke crisis.First of all, the paper analyze fundamental theories which was needed by researching the negative network public opinion communication of enterprises, such as "5W’s" model by Lasswell, Six Degrees of Separation, Synergetics theory and stakeholder theory. The topic of this paper referred to two cores:microblog communication and the network public opinion of enterprises, and the paper summarized the research status of these two cores at home and abroad.Then, basing on the document reading, the paper concludes the focusing analysis of communication features of enterprise negative network public opinion, such as user’s characteristic analysis, the static topology analysis, analysis of characteristics of communication process and analysis of characteristics of propagation behavior. The paper analyzed the above mentioned four aspects and combined it with the unique features of enterprise negative network public opinion communication basing on the research result of predecessors. It conducted theory analysis on user characteristics、 the static topology, communication process about enterprise negative network public opinion, and put forward the suppose.Moreover, the paper uses the advanced search function of Sina microblog and collected the related microblog data of the "speeded-up chicken" event, and basing on the theory summary of previous chapters carried on the analysis summary. It concluded the communication features which is expressed by summarizing that case through the profound data analysis including the feature analysis of negative public opinion microblog communication process, spreader feature analysis and the static topology analysis.At last, the paper draws a study conclusion, and proposes strategies and suggestions that how to face the negative problem of network public opinion aimed at enterprises.