Study Large "V" Of Sina Micro-blog On Public Welfare Propagation Characteristics And Influence

China socially useful activity has a long history, from ancient to modern times, continuously in the development and progress. In recent years,socially useful activity become more and more abundant and pluralistic trend, Now, It is an important part of the construction of culture Chinese characteristics. In the social background of the Internet and the age of big data, Social media has become a way of people to participate in public welfare undertakings and dedication of love. Micro-blog as a social media, popularity of socially useful activity on this platform promote rapidly.Because of social influence of this platform, socially useful activity of micro-blog has a strong social influence and appeal, It has played a positive role in promoting socialist spiritual civilization construction. Socially useful activity in micro-blog is based on public information forwarding, to expand public information in social awareness and social appeal. Such public welfare activities of the micro-blog users can through micro-blog this platform to participate in public welfare undertakings to public welfare undertakings, It will be more civilians.In 2015 January the micro public welfare of this platform has been established three years, from scratch and small to large, It has completed the 90 well-known domestic public offering agency on network official authorization in this three years, launched 108 brand commonweal project, has accumulated 20000000 internet users who have love. These men of heart contribute money directly on this platform. Total donation of love more than 4000000, repeated donations user reaches as high as 26.7%, a total of more than 300000000 people spread positive energy and diffuse public welfare through the micro blog platform.Compared with the traditional public welfare undertakings, the initiator, participants and communication process of micro blog are showing a new feature. The big "V" is who have fans more than 500000 of Twitter users, they spread information have big influence, which can affect a wide range. In this platform, many public activities have big "V" participation, even many public activities are initiated by the big "V", which makes the new public welfare undertakings on this platform have more energetic.In this paper, through the research of the large "V" in micro blog spread public welfare activities, We can study the route and effect of socially useful activity, thus from the perspective of communication to study the micro blog public welfare activities of social influence. But this new type of public activity propagation mode also has its own defects and shortcomings, in order to public welfare activities can good long-term development, not only need for more professional team in the specification and management, but also need those large "V" use their social influence to promote public welfare undertakings development, requires all users to consciously regulate their own behavior. Only through the joint efforts of all parties in order to better reach everyone public welfare goal, promote the harmonious development of society.