The Content Operation Of The Metropolis Daily Microblog In Digital Transformation Era

With the continuous development of the Internet, the circulation and advertising revenues of print media, especially the metropolis daily, has declined sharply. Facing the continuous impact of the Internet, most newspapers united to establish a United Press Group to began the digital exploration..As one of the larger media which is influenced by the market, Metropolis daily has already actively explored earlier in the digital transformation,such as creating electronic newspapers, to establish official website, developing mobile newspaper. However, with the in-depth development of the digital process, the digitized form shows the drawbacks.Since2010,public opinion has also turned to the platform of microblogging,and metropolis daily also turned to the microblogging, launching official microblog on sina weibo to publish the content, in order to win back the lost readers. After nearly two years of development, the official microblogging of the Metropolis Daily,has become more mature,According to "The Report of2012Sina media microblogging" which made by People’s Network publrc opinion monitoring room, in the market-oriented paper media microblogging, the Southern Metropolis Daily News which has got0.556scores ranked the first of the market-oriented newspaper microblogging. The total score is higher than the People’s Daily, New Weekly, Phoenix Satellite Television, Voice of China and other types of media,So, the Metropolis Daily official microblogging has a great deal of influence.First, the article analysis the concept, background and strategy of the metropolis daily digital transformation to lead-out the object of micro-blog. And then sort out the overview of the development and the existing problems of China’s Metropolis Daily microblogging. The object of this article is the content management of Xinan Evening News "microblogging. And this article briefly introduces the composition of the editorial team and its new characteristics, then statistics the Xin’An Evening News content..Finally, it analysis the publication and distribution.In terms of team, micro-blog editors should not only have comprehensive skills, but also know how to interact with the audience, And more sensitive and accurate news literacy are equally important. In the content aspect, the Xin’an Evening News "microblogging has a clear positioning. It focused on the social news in the province,and information is the main issue of style. At the same time,it pay attention to the interaction with the audience and multimedia forms of expression. In addition, it also actively interact with newspapers and websites, to enhance the general attention.In addition, this article also analyzes the newspapers and network interactions under the influence of microblogging. From study, this paper argues that microblogging mainly through linking url, forwarding comments, organizing activities, recommending the the newspaper layout to achieve the Interaction between the newspaper and network.From the above analysis, this paper summarizes the role of micro-blog newspaper in in the digital transformation. First, show the newspaper content to attract customers; Second, report fusion news to create media authority; Third, construct the media image through the agenda setting,.Finally, on this basis, this paper proposes a series of countermeasures for China Metropolis Daily microblogging operating. For example, adhereing to the content to establish the credibility of media; Expanding the content form, to carry on the entire media operations; Strengthening personnel training to establish the professional for all age groups and operators groups.