Public Welfare Dissemination Based On The Microblogging Platform

Over the years, commonweal organizations relying on government agencies depend largely on the administration to maintain funding and corporate donations. However with the old system of bondage and non-uploaded ideas, it is difficult to carry out extensive public projects to promote among the people. With the advent of the era of social media, many government-run charity organizations began to feel difficulties pushing through:it is hard to get people’s attention and support by skillful spreading skills and project marketing. Moreover during specific period, huge crises took place that put it in danger. On the other hand, with the surge of the users on "Weibo" platform and the improvement of its influence came to the outcome of the development of public dissemination."Micro-charity" not only broke the privilege to initiate and organize the official charity project but also promote the spread of government-run institutions began to attach importance to the promotion of public welfare projects."Weibo", as a new social media platform has played a crucial role in the public dissemination. Compared with the traditional public dissemination and public dissemination on other social media platforms, we find that the integration and openness makes "Weibo" existing media in the most appropriate medium for public dissemination platform. Depending on Web2.0technology,’Weibo’takes in both social and media functions. While releasing information, it also allows the rapid spread of information by the theory of’six degrees of separation’, declaring the beginning of the "welfare of everyone "era. Generally "micro-public" fundamentally changed the body of charity, promoting the generalization to improve the efficiency of public service activities, by creating resident supervising environment.Due to changes in the social environment, innovative communication technology, the rise of civic consciousness, and to enhance the psychological needs of the audience, the public dissemination "Weibo" gained momentum of rapid development. With the affirmative of the right to speak, a variety of community needs more attention, more and more individuals and organizations engaged in public aid’Weibo’launched the successful completion of the project, event marketing, raising funds, organizing volunteers a series of activities, which greatly promoted the concept of universal welfare practice. Concept of’drips making up the ocean’coincides with’micro-public’ forms, to further promote the quality of citizens to develop a new era of public service improvement and habits.On "Weibo" platform, whether traditional public organizations or emerging welfare initiators, gradually realized not only to understand the importance of public communication strategies, but also to use communication tools to meet the objective needs of the people involved. With original’Weibo’content, topic arranging, emotional narrative and other means to maintain brand image-building and public service’Weibo’, more effectively stimulate user following and reposting. From the actual practice, public dissemination’Weibo’path has gradually formed three categories, namely grassroots onlookers type, type of opinion leaders, agenda-setting game type. Although these three types interlacing sometimes. For now,’Wei Yi China’, as public platform with the most potential, las embedded the open patent, interactivity, promptness, grassroots lature perfectly. But speaking of the richness of the project, choose range, systematic structure and so, there are still insufficiency. Therefore, the future of public projects need further development on enrichment and autonomy, so that "long tail effect" can also play a role in public projects on the fringe. And through "online and offline interaction" approach, allowing onlookers donations and practical action integrated into people’s daily lives. The author believes that to achieve this, it’s crucial to active the role in the marketing field by means of the current P2P technology and LBS technology, with current public dissemination microblogging further integration. In this way, people can protect technically easier and more precise to participate in public service career.Public dissemination is to allow all members of society benefit from the activity, plays a "moral reshape" function in the mass media. We attach importance to public dissemination, and develop scientific communication strategy, the purpose is to spread public service more professional. At the same time by agenda-setting, really extend public participation, so that "everyone charity" concept will be deeply rooted.