Government Microblogging Operations

In recent years, with the popularity of microblog, the enthusiasm of citizen political participation through Internet was greatly mobilized. Microblog, although the name is "micro", the force is not micro. Many of the resent hot events were firstly reported by the microblog and widely disseminated through concerning, forwarding and commenting functions of microblog. Recently during the two sessions’(the National People’s Congress (NPC) and the National Committee of the Chinese People’s Political Consultative Conference (CPPCC)) holding time, there appeared a hot "microblogging political" phenomenon. Microblog, for the characteristics and advantages of timely, interactive, and fission of the propagation, has been given more and more attentions by people, and gradually became one of the important platform for participation in the discussion and handling of state affairs through Internet.Government microblog can be seen as a image ambassador of government’s website. The opetations of microblog have a direct relationship to the government’s image, relate to the credibility of government and the enthusiasm of citizen political participation through Internet.From the current operating situation, the government microblog has taken the advantages such as information superiority and resource mobilization. However there are also some defects and problems caused by the habits of spreading, limitation of techniques and many other reasons, which make the operation of government microblog face a variety of opportunities and challenges in a new network environment. In order to overcome these problems, the operating philosophy of government microblog can learn from the successful experience of the enterprise microblog operating, making actively innovation in the management, and spreading out work closely and effectively around five major objectives such as "press releases" and "policy interpretation" in practice. Only to do like this, the government microblog will truly become a network platform of government propaganda, public opinion understanding and policy-making.