The Research On The Operation Strategy Of The Traditional Media’s Offical Weibo

Traditional media face change under the development of new media, and withthe development of the Internet and social media, weibo this platform will be themedium fusion development of traditional media and the media brand extension andexpansion of the clever together. In2009from China at the beginning of the first yearof weibo, the traditional media as a challenger to the microblogging platform in thefield of new media, through the media agencies to open media weibo, mediapractitioners to open media weibo into a torrent of microblog era. But how to makegood use of microblogging platform power transformation and development of thetraditional media is worthy of in-depth discussion and research topic.Microblogging platform were summarized in this study and the development oftraditional media official weibo with its own attributes, from communication mainbody, content and audience, communication channels, communication effect of fivedimensions of traditional media official weibo propagation characteristics areanalyzed, for the traditional media official weibo operation provides a level of support.According to official figures sina weibo, the traditional media official weibo,expatiates on the current operating situation, from the content production, interactiverelationship and team building management three aspects proposed the operatingstatus of traditional media official weibo and strategy. On traditional media officialweibo content positioning, content distribution and content of production of theexisting problems and countermeasures, and from the traditional media and theofficial weibo complementary relationship, the traditional media official weibo andaudience interaction, and the relationship between media and opinion leaders forparticipation and interactive platform technology and application and so on Angleoperation strategy is put forward, aiming at the problems existing in the traditionalmedia official weibo operation team in operation and management process areproposed.For future development of the traditional media official weibo from the mediaimage of the brand, the commercialization operation mode and design function offlattening trend are analyzed, at the same time with media convergence, cross-medialinkage, brand strategy, large Angle for the traditional media, such as the dataacquisition and application of the official weibo operation provides policySuggestions.