Study On Official Microblogging Use Of Traditional Media

In2006, the founder of the blog, Evan Williams launched a Twitter service, then worldwide popularity.In2007, appeared to mimic Twitter as FANFOU,DIGU such China declined website, but a large number ofveteran microblogging site have been closed in2009.Usher in the spring of2010domestic microblogging, mushroomed rise Sina, Tencent, Sohu andNetease four portals are now offering micro-blogging platform. If2010is the microblogging’s first year,then2011is the microblogging prime. The microblogging service life, entertainment, friends, andextremely powerful; micro-topic micro-reviews, reflecting the opinion of the voice of the people, aunique role. The micro-blog has become the world’s netizens to express their wishes to share an importantchannel of mood. Whether the individual in daily life or social hot news, then the event of globalcatastrophe, can microblogging immediate rapid dissemination of information. Will focus on a topicthrough the microblogging agree that even opposition coalescence together to form an opinion circle, thisextensive and growing source of news and a strong leader views not only shaken the monopoly oftraditional media messages, and even subvert the dominance of traditional media, the right to speak.Since2009, some early microblogging as FANFOU,JIWAI site is closed, the portal accounted for thelion’s share of the microblogging market. As the first launch micro-blogging service portals, Sina weiboawareness, usage, preferred rates, satisfaction, and user stickiness, authoritative, attractive, andmonthly coverage of the number of monthly visits, monthly visit ten comprehensive leading indicators. In2011from158public opinion, hot events,15%starting from Sina weibo. Sina weibo has become a socialmedia platform with enormous influence.The media continues to introduce new technology, not only micro-blogging new media, also had a lotof new information dissemination, blurring the boundaries between the media. It is because ofmicrblogging in changing people’s lifestyles, as well as the dissemination of information, traditionalmedia are also aware of this new media is an important means of communication and discourse space,have added to the force of microblogging.For traditional media, microblogging brought some impact, but more to benefit not only to expandthe channels for news tips, microblogging can also be used to publish information, track event progress and actively interact with the audience. Sina weibo was first released in September2010, the first WhitePaper " White Paper of the first year of chinese microblogging market " for the micro-blogging market, thedata show a total of466mainstream news organizations launched Sina weibo. Traditional media to the endof2011, after Sina certified official mmicroblogging has more than2000similar micro-blogging products,the number of users and user stickiness microblogging products were higher than other portals. Sina weiboplatform has become the traditional media activity, the most important.In the use of traditional media microblogging there are a lot of problems, such as single publishedform, the lack of authoritative information source mix, the lack of interaction with the platform audienceand microblogging operating professional quality, traditional media, official the use of microblogging isstill in the exploratory stage, these problems are inevitable. In view of this, traditional media, the officialmicroblogging from the information collection and confirmed the link, microblogging full-time operationspersonnel to settings, and start groping for a way to summarize a series of coping strategies for their owndevelopment and audience interaction.