The Research Of The Effect Of Microblog Opinion Leaders In Enterprise Crisis Management

Microblog has become an irreplaceable media in daily life. Opinion leaders play avital role in the process of public opinion·s development, which act as the coreconnection of Microblog information flow. Under this kind of media circumstance,enterprise crisis management have to face unprecedented challenge.Making good use of the advantage of microblog will enhance the communicationeffect of enterprise message. However, microblog is owned mediaμ, which meansanyone can release messages on it easily. As the confusion of information source, it·sdifficult to distinguish between right and wrong on microblog. Microblog also becomea source of enterprise crisis. Opinion leaders are the crucial character in microblog. Tosome extent, whether they can get proper lead by the opinion leaders are the key pointfor enterprise to pull through the crisis. Therefore, enterprise crisis managementshould attach importance to the effect of microblog opinion leaders.The main view of the paper are as follow:(1) Microblog opinion leaders haveeffect on agenda setting, diffusion enlarging and public opinion leading. The mainmanners to exert microblog opinion leaders· effect are releasing news, gaming eachother, and interacting with fans.(2) The act of opinion leaders was effect by threepoints, which are the microblog·s content quality, the correlation with hotspot, and thecelebrity effect. Also, the process of microblog communication occurred almost thesame time both on and off line.(3)Purposing innovation diffusion model of microblogopinion leader·s influence. The model will be described in three aspect: the merge ofprimary diffusion stage, the special audience and the interactive communication.(4)Indicating some problem when we make use of the microblog opi nion leaders· effect inenterprise crisis management, for example the dispersal of owned microblog opinionleaders, the lack of guidance to other microblog opinion leaders, and over reliance onmicroblog opinion leaders. To solve these problem, we also think of tactics, which aremerge the owned microblog opinion leader group, enhance communication with othermicroblog opinion leaders, and multiple utilize the effect of microblog opinion leaders.