The Strategic Analysis Of Official Micro-blogging In Public Emergencies

At present, China is in the historical period of profound change，highlighting thesocial conflict，emergencies appear frequently, which had brought great harm to thepeople’s production and life. March2013of avian flu、April’s earthquake in Ya’an、December Hunan infant deaths caused by the hepatitis B vaccine、 in March2014terrorist attacks in Kunming, etc, had brought property、body and mind damage topeople’s lives. It’s a big challenge for the government to respond to the crisis. If yourespond incorrectly, you may cause the spread of negative public opinion, theformation of the great social problems, which is not conducive to building aharmonious、stable society and government image.In the new media environment, with the growing of micro-blogging, governmentmicro-blogging is also showing rapid growth. In emergency response, the governmentmicro-blogging can release the information timely, enhance the interaction with users,and guide public opinion actively. However, there are still some shortcomings in theactual deal, such as information is not public, the time lag, lack of skills、interactiveand so on. In emergencies environment, government departments can take advantageof the propagation characteristics of micro-blogging and their own advantages, withthe platform to guide public opinion actively, relieve negative emotions whichbrought adverse effects, occupied the initiative in crisis response, realize aninteractive online communication, take the positive action to reduce the harmemergencies.In emergency response, the government micro-blogging has still a lot ofproblems, this paper analyzes the main departure from the attitude of copingstrategies、time、 content、 language、 interaction levels. In emergency response, thegovernment departments should establish a sense of responsibility firstly, tolerance supervision, honest face of the crisis, monitoring the public opinion timely, ensure thepublish information content open and transparent, and strive to express indiversification language, to be proactive in the communication and interaction, have atimely manner to the respond of Internet users. We should also strengthen theinteraction between government micro-bloggings, sharing resources, and expand theinfluence of government micro-blogging, to improve the capabilities of crisisresponse.