The Research Of The Content Operations Of Xin’an Evening News’ Official Weibo

With the development of the Internet, traditional media suffer the tremendous impact from the new media. The circulations of the Newspapers and the revenues from the Advertisings are falling sharply. Faced with the challenges of the new media age, most paper media began to restructure the traditional media, in order to expand new development ways, such as create portal or mobile newspapers and so on. But, with constantly updated digital technology, these forms also appear some deficiencies soon.2010 is called the "the first year of the Micro-blogging", as a starting point, the transformation of traditional media targeted the emerging micro-blogging platform, and many paper media stated to register their official micro-blogging, and spread information according to the platform, in order to adapt to the rapid development of new media platforms. In recent years, the development of the traditional media micro-blogging has become more mature.In this paper,@ Xin’an Evening News is the analysis samples because of its influence and ranking. According to the analysis of the micro-blog content, features and shortages, the writer trying to explore the ways of paper media micro-blog content operations.Firstly, according to the introductions of the generation and development processes of the operation concept of the Xin’an Evening micro-blogging, the writer recommend the development situations of the Xin’an Evening micro-blogging.Secondly, on the basis of the data statistics and some editorial staffs interviews, the writer made the text analysis of the micro-blog content and distribution mode. According to the Content analysis, it found that Xin’an Evening News micro-blogging has clearly self-positioning:the news contents are focused on the province’s community news, and the publishing style is mainly focus on information, and notice the multimedia forms of expression and interactive with audience, and actively interact with newspapers, websites, so that be helpful for promotion the overall focus.Thirdly, the writer summarizes the characteristics of the Xi’an Evening micro-blogging content operation. About the content operation, we believe that it has two characteristics:the Internet and intermediation. Micro-blogging realizes the "interactives between the paper and internet" mainly through the ways of content links, comment forwarding, organize events and transformation the editor’s roles, and so on.Finally, this paper analyzes the shortcomings of the Internet and the facility, and the proposed targeted countermeasures.Overall, the article studied the Xin’an Evening @Sina official micro-blogging through the specific content analysis of the characteristics of the micro-blog, and then point out the deficiencies. And the writer summarizes the current status of the operation, and the styles of the contents, as well as its relationship with the mother news and other new media matrix.