The Operation Strategy Of Newspapers’ Official Micro Blogs

The rapid rise of micro blog has made an huge impact on the survival and development of the traditional media, and also pushes the traditional media to register and maintain micro blog accounts for new opportunities. In such circumstances, newspaper’s official micro blog appears. At present, the operating conditions of official micro blog among newspapers are different. The good ones have obtained many fans which are several times over its circulation and broken new ground while the others haven’t won fans’ affection and made any difference. In view of this situation, the article selects the official micro blogs of the People’s Daily, the Global Times, the Reference News and the China Youth Daily on the Sina Weibo as the research objects, and compares the differences among these micro blogs from the amount of fans, activity, content, nature, form, information channel, matrix construction and information push. Finally, the article makes suggestions to the newspapers on how to operate the official micro blogs efficiently.