Research On The Operation Of Traditional Media’s Official Micro-blogging

Since2009, many traditional media in China registered micro-blogging and haveformed a certain scale after recent years of development. It has made someachievements in attract audiences, maintain media image, and catering to the newmedia strategy development. However, media official micro-blogging have produceda series of problems in the process of rapid development, they will have a directimpact on media micro-blogging’s future development.This paper make the China’s newspaper official micro-blogging object, uses theliterature material method, case study method and content analysis method, analysesits present development situation, summarizes its existing problems, and through theresearch of interaction phenomenon between traditional media and its officialmicro-blogging, tries to reveal interactive features and social significance whichhidden behind the springing and frequent interaction, and finally to put forward themedia micro-blogging’s operation methods and strategies.The first chapter defines the keywords and interprets related theories. The secondchapter finds existing problems, such as the same news contents, lacks of newsprofessionalism, lacks of high quality interaction, exists faulty information, lacks ofnew media thinking, summarizes the media micro-blogging’s fourcharacteristics:‘new public opinion center’,‘new opinion leader’,‘changing theaudience information obtain habit’,‘compound operation’, and The third and fourthchapter analyse micro-blogging’s news production and interaction, found the newsproduction’s unique characteristic in news sources, mechanisms and agenda settingprocess. Also, sum up ‘the picture of traditional media and micro-blogging’sinteraction’. Chapter five put forwards the suggested measures from content,interactive, brand image, and the profit pattern.