TV Media And Weibo Integration Strategy

By2013, Weibo has experienced more than four years of development, product shape and audience habits also tend to be more mature and stable. Because Weibo booming and depends on the rest of the media convergence, the integration of traditional media and Weibo,for the voice in Weibo space. This situation is both opportunities and challenges for television.First, this paper analysis of the television media and weibo from the five key elements of communication activity, and analysis of the interaction of television media and Weibo. Though Weibo is the media in the spread of channels, forms and audience feedback has a larger advantage, but in the content production capacity, the credibility and market share, TV media is still a large advantage. On the one hand, because of the rapid development of Weibo, TV media practitioners to change the traditional mode of writing, content is also more into Weibo space information, audience viewing habits also change because of the popularity of Weibo, Weibo multi-level fission propagation mode for TV media opens up a new route of transmission. On the other hand, TV also has a certain influence on the development of weibo, and weibo at present stage space transfer most of the content of television media production, and the notion of weibo space is gradually returning to traditional media. After analysis of all kinds of features and influence each other, this paper analysis weibo and TV media present state of the integration. TV media generally take to open the official weibo, Weibo vote, Weibo audience analysis to interact with Weibo, and set TV programs such Weibo topics and Weibo comments. But because the audience habit difficult to change,TV media influence public opinion is not fully reflected,TV media also can well meet the audience’s requirement. TV media operate Weibo not well,interactivity is yet to be improved.The last part of this article,the author puts forward the Weibo and television media integration strategy, in ideology, technology, product content and marketing promotion four aspects. Consciousness integration, TV media workers should change their ideas, break system, actively seek and Weibo integration. Technology integration, TV media development efforts should be made to the cloud, interactive technology, and to establish a precise analysis technology, and push technology. Content integration,should enrich weibo activities improve the audience say, draw lessons from TV programming model, show video production advantages, set up the Weibo credibility. Finally, Marketing integration,TV media should be the introduction of integrated marketing communications strategy, accurate positioning and establish the Weibo matrix, spread through the integration of Weibo and other media, to convey to the audience a unified brand image.