Research On Communication Status Of Traditional Media Of China In SNS

As the history of the network has entered web2.0 era from web1.0 era, products of the internet emerged one after another, especially the SNS which based on "Six Degrees of Separation". SNS changed the mode of Interpersonal relationships in the virtual world and it provided a new media platform for generating and spreading information.The study took the traditional media in kaixin001——the most successful SNS in China as the object of study, and tried to inquire the general situation of this group from the scale, the media types, the communication coverage area and popularity. Based on Gene Smith's social software honeycomb theory, the study collected the content of newspaper in kaixin001 from January to April, and analysed the statistics of the mode and content of communication from identity, presence, relationships, sharing and conversations. At last, generalized the problems and offered strategy of the future.The study revealed that up to April,2010, the number of tradition media in kaixin001 is 171, and the media forms is multiple including newspapers, magazines, broadcast, TV. According to the 40 million users in kaixin001, there is much upside potential for traditional media. The content is informative and the interaction between traditional media and users started, but there was something wrong with tradition media to grasp the characters and the problem of effectiveness and conviction had not be solved completely. The activation of users was insufficient and the brand awareness of traditional media awakened but realization limited.To sum up, in order to realize the brand building, intensive media across and rational deficiencies, traditional media needs to communicate accurate and active the opinion leader in SNS sufficiently, enrich the way and increase frequency of interaction.