Provincial Party Newspaper Microblogging Operational Problems And Countermeasures

Micro-blog flourish on the Internet fertile ground, burst out dazzling force, itsdissemination of information has become an important part of people to browse the Internet,not only made to discuss people in social life, a hot topic, and thenattract the traditional mediafor the follow up. In the new media era today, micro-blog also became the most favorableplatform for media self, integrated marketing. For the media, whether the operation to monitortheir competitorsofficial micro-blog, can real-time understanding of the latest mediadevelopment trend and the dissemination effect, will affect their future and new mediaintegration success.This paper chooses the provincial Party newspaper micro-blog as research object, afterintroducing the development, micro-blog characteristics, application status and influencerespectively on26provincial Party newspaper micro-blogfrom active degree, spread, coverthree aspects has carried on the detailedcomparison and analysis. Then, the author chose inSina micro-blog ranking inthe top one hundred of the influence of the six provincial Partynewspaper micro-blog samples for analysis of further research, shaping ability, content ofconstruction of ability and marketing ability of these three dimensions are analyzed from thebrand image, summed up the six provincial Party newspapermicro-blog successful operationexperience, and then the author observed on the other20provincial Party newspapermicro-blog, found some problems in the operation of provincial Party newspaper micro-blog:positioning is not clear,excessive dependence on the parent media, content homogenization ofserious,lack of interaction. Finally, the author puts forward some suggestions, such asbalanceand parent media relations, clear micro-blog positioning, strict quality,content features tocreate content, form the benign interaction cycle and fans.