Study On The Operation Of China’s Party Newspaper Microblog

The rise of microblog has brought profound changes to the spread pattern of ourcountry. In the face of the impact and challenges broght by microblog, many mediasbegan to launch microblog accounts, seeking their own way to merge with microblog.On July22,2012, the corporate microblog of People’s Daily launched at thetorrential rain night of Beijing. Then all levels of Party Newspapers successivelybegan to launch microblog accounts. They pass the Chinese Communist Party andthe Government’s voice and make responses to public concern with authentic voiceand approachable attitude through the microblog platform. They have made greatefforts to straighten out the "two public opinion field" between authority and folk.The Party Newspapers have advantages in credibility and own high qualitytalent in report and the microblog platform has advantages in sending messagesimmediately, universality and the diversity of information sources. The PartyNewspaper microblog combines the advantages of both. How to make full use ofthese advantages to keep lasting vitality and popularity and really play a role ofbridge between the authority and the people is the key in the Party Newspapermicroblog operation.In this paper, I firstly summarize the development situation of the PartyNewspaper microblog. Then I select the microblog of People’s Daily, Guangzhoudaily and Jiangxi daily as sample and make analysis of them from time andfrequency, content and form, interaction, operation team, public opinion guidanceand other aspects. I get the current situation and successful experience of the PartyNewspaper microblog and find out their current problems. Finally, I put forward theimprovement strategies for the future development of the Party Newspapermicroblog. They can solve the problems by promoting brand image, improvingcontent, strengthening interaction and enhancing the guidance of public opinion.