Strategy Design Of City Microblog’s Construction Of Content

City microblog is short for city’s official microblog, which works as an online government spokesman, bearing the duty of shaping and advertising the city’s image, serving the local people, communicating with the public and promoting the mainstream values. In academic research area, city microblog is rarely as a separate study object to study, it is treated as one type of government and official microblog. With the development of city microblog, its awareness and demand continues to increase, but in comparison, the realistic development is quite different, some are professional but some are not as expected. In the practical operations, many cities are facing the problems of low forwarding rate, comment rate and little influence; moreover, some cities do not know how to build the contents of its blog. Therefore, the study of city microblog has significant meaning of theoretical significance and realistic meaning. In this era of content is the king, the strategy of building the practical city microblog’s content shows a vital importance.The design is based on three aspects of research, including previous studies conducted on government microblog, the mining and analysis of all the data of Nanjing Release, Chengdu Release and Shanghai Release; the case study of Nanjing Release and Yangzhou Release. On this basis, the result is concluded as city microblog’s orientation, basic structure of the content, original content style and emergency handling and some designed models.Specifically, the literature review are constituted of four aspects, including interaction study of government microblog, communication studyof government microblog, content study of government microblog and emergency processing study of government microblog, but focus is more on the content study. Data mining and analysis section are based on three outstanding city microblog. As the object of study, micro-blog section setting, presentation form and each section of the content model are being studied in order to find the content construction strategies that they have in common. The case study part first studied from the Nanjing Release, using interviewing method, getting fresh experience of content building and in-depth analysis of the Nanjing Release. In order to put forward some constructive strategies and innovative content, the author intends to select Yangzhou Release which is also locates in the East to the research, researching its advantages and disadvantages.On this basis, content construction strategy design for the city microblog is putting forward. Different from the simple content strategy, content construction strategies includes positioning design, basic structure design, content design and originality and emergency treatment design.To be specific, this design shows the construction of content in specific details, including the release number of city microblog, column setting, information source, selection of the subject and expressing method. The originality and processing of emergencies are the more advanced stage of construction strategy of content.The significance of this design is to help the starters of city microblog to find the detailed and practical guides to establish its content effectively. Therefore, in every content construction strategies have made reasonable design interpretation and specific practices, such as plate set design through data research design which must be set plate, content of city services sector accounted for the largest proportion, to set up in accordance with local characteristics of plate and the establishment of interactive brand plate.Through such strategy of construction of content, city microblog would find its way on content construction and with the development of the experience, city mircoblog would fine its own style.