Development And Utilization Of Microblogging In Traditional Media

Microblogging as Personal Information instant sharing platform are profoundly changing Chinese society, it is widely affects the way people communicate, the way the media operate, the way public opinion. Microblogging its fragmentation, timeliness, personalization is rapidly becoming one of the important advantages of social media, and its massive tentacles microblogging information available features are also re-shaping the Chinese Internet users access to information. Face microblogging impact against traditional media initiative and actively seek to coexist with its integration and its own information resources, channel resources, human resources platform advantages combined with microblogging, spread over social media influence and brand extensibility in the media interact official microblogging strengthen and audience.This article will be in Sina Weibo microblogging traditional media for the study, according to the traditional media microblogging type, coverage and popularity dimensional analysis of its operational status of the situation, to the distinctive class represents news magazine "New Weekly" official microblogging and provincial livelihood category column "News night" for example, to explore the traditional media microblogging operating strategy and difficulties faced and the lessons traditional media to the new media utilization.According to statistics, there are 110,166 Weibo (including media organizations and individuals) media microblogging, type covering newspapers, magazines, radio, television, media sites. Judging from the number of fans of microblogging, more than one million fans of media organizations and individuals out there, more than 200 accounts, but in recent years the traditional newspaper circulation of over one million copies of no more than 25, which can be good the shortcoming of traditional newspaper. But the traditional media Weibo microblogging number of fans compared to 300 million users are still broad space for development, in fan interaction, content distribution, and other aspects of the authenticity of the information is still more defects. Thus, for the development and utilization of traditional media microblogginghas real significance.