Study On Official Micro-blog Use Of Traditional Media

Micro-blog quickly penetrates into every aspect of people’s lives which depends on the advantages of rapid spread, a wide range of impact and strong interaction and it also becomes an important channel for information dissemination and access which has brought great changes to the existing media ecology. The development of media convergence has become an inevitable trend. In the face of the impact, many traditional media have opened their own official micro-blog and they put their credibility, authority combine with "short, flexible, fast" of micro-blog which achieve the promotion of market competitiveness and social influence. However, the application of micro-blog in traditional media of China is still in the exploratory stage. How to manage, what problem should pay attention to information dissemination, how to interact with the audience, how to shape the brand image......These issues are still being explored.Under the background of media convergence, this article is going to study the application problems of traditional media official micro-blog. Firstly, understanding the current application situation, types and content of traditional media micro-blog based on the literature review and statistical date; Next, using the method of empirical research and taking the four most influential traditional media official micro-blogs in "Sina" micro-blog platform as the research sample which are "Voice of China V","CCTV News V","New Weekly V" and "People’s Daily V" to analyze the content through a comparative analysis of differences and similarities between source of information, form of content and form of expression to research the application characteristics of traditional media official micro-blog; Finally, based on the previous research and the results of interviews and questionnaire survey, this article will analyze the existing application problem and explore the development strategies of traditional media official micro-blog.