| In2009, China began to develop micro-blog. Sina, Tencent, Sohu and NetEase opened Micro-blog platform one after another, and the number of users was increasing continuously in2010. Micro-blog continued to grow from2011to2012, and more and more people began to get knowledge through micro-blog. The service and application of micro-blog is developing, therefore, micro-blog is an important channel for people to research information and share lives. In2013, topic discussions of domestic events, global news and social hot events and so on were started from micro-blog, which were participated in and followed by more and more people. As a result, different opinions and voices are gathered in micro-blog and the popularity of micro-blog is rising to form a grand public opinion field.With the change in information dissemination, the media micro-blog appears as a new media in everyone’s vision. Micro-blog has become the most active platform of media. The media itself and its audience are aware of that the combination of traditional media and new media on micro-blog makes a new network communication platform besides of the media websites."Report of Sina media micro-blog description in2013" points out that authentication number of Medias increases by40%compared to the same period. More and more Medias join in Sina micro-blog family. Today in the new media era, micro-blog becomes the most beneficial platform for Medias to propaganda and integrated marketing. Therefore, for the media, whether they could immediately have their own and competitor official micro-blogs communication strategy, and whether they could learn about the latest media developing trend and dissemination results will affect whether they can success with new media in the future.The users’number and viscosity of media micro-blogs is higher than other micro-blogs. From2011, especially the open of "People Daily" in2012, the number, variety and participation of media micro-blogs are increasing rapidly, especially newspaper, television and magazines. According to the data of Sina media micro-blog collection,@People daily,@CCTV news and@Morning news and so on rank in the top in the list of micro-blog influence, while@Sanlian life weekly and@New weekly and so on get a lot of popularity in the list. The fans number and activity of these media micro-blogs are increasing; also the right of discourse and value of agenda setting of Media micro-blog are rising.This article based on analyzing the content, expression and marketing characteristics of Sina official micro-blog of "People daily","New weekly" and "Hunan TV", summarizes the different characteristics of micro-blog from other types, and points out its existence value and influence. Through analyzing of characteristics and development of media micro-blogs at present, the author will explore how to develop the Medias in micro-blog, and how to better them by combining with the advantages of new Medias and strengthening the status of Medias. At the same time, it has an important practical significance to strengthen traditional media credibility and rapid the fusion of Medias by analyzing the characteristics of media micro-blogs. The development of media micro-blogs can absorb the advanced experience to interact with other micro-blogs. So it is convenient to expand resources and exert influence.Through analyzing, the author points out that the fragmentation propagation in micro-blog needs a more integrated marketing strategy operated by dealers to manage unified, and a special information publishing website or talents to integrate resources are needed for micro-blogs. Therefore, the advantages of media micro-blogs would be highlighted. Micro-blog platform is huge, so how the media micro-blogs exist in this big media environment which everyone can join in. It needs to abandon the inherent concept and integrate the editing mind with the help of traditional Medias’ influence and resources, which is a route media micro-blog must take to enhance its influence. |
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