Research On Applicability Of Microblog In Internal Communication In Enterprises

As a stretch of new media, microblog has rapidly developed into a popular media. More and more people taking part in this appealing circle makes the microblog an excellent communication platform. This research focuses on microblog's ten application characteristics, and tries to figure out the reasons of enterprises choosing microblog as a medium of internal communication, and analyses the application and alienation of microblog in internal communication in enterprises. The applicability of microblog is also involved. In the end of the research, some recommendations are given out to make microblog play a greater role on internal communication in enterprises.Induction method, data analysis, case studies, comparative study and questionnaire survey are adopted in this research. Firstly, data analysis and comparative study are used to propose the basic application characteristics of microblog, such as convenience, public expression, records, informativity, anonymity alternative, social interaction, social promotion, recreation, companionship and trendy. Then, through analysis and common sense, this paper gives out the point that once hierarchical management enterprises use microblog in their internal communication, five basic application characteristics of microblog, anonymity alternative, public expression, social interaction, social promotion and recreation will be alienated.In this paper, content analysis method is used in the case study of internal communication by microblog of ABI during 2010 FIFA World Cup South Africa and the World Reasonable Drinking Day. This case study verifies the opinion that once hierarchical management enterprises use microblog in their internal communication, five basic application characteristics of microblog, anonymity alternative, public expression, social interaction, social promotion and recreation will be alienated very well. Then the focal question of this paper, the applicability of microblog in internal communication in enterprises is given out.According to the three modes in the application of media theory and the paradox on the media performance on transmitting data by West Kent(1992), chapter four comes to a conclusion that microblog is more proper to deal with relatively low ambiguity tasks in enterprises with more open culture, and anonymous is very important in this kind of internal communication. The information transmitted on microblog should be very cautious.