A Research On Communication Effects In Social Media Pulic Service Activities

Birth of the Internet provides the public with a wide range of channels to get information,but to expand the public speech and expression- space, a variety of public opinion in this battle,and jointly promote the development of Chinese society forward. With the rise of "civil society" concept, public dissemination has become an important issue in contemporary society.Government, business, public service organizations, the media and other traditional public dissemination body, follow the development trend of the times, actively using social media platforms spread public projects. At the same time, from the private sector, "micro-public" also formed an unstoppable force, has opened up a new path of public dissemination.From the perspective of communication, the use of qualitative research and quantitative research method of combining, based on the spread of social media platforms propagation mechanism of public projects, dissemination of results and communication strategies are analyzed and discussed. The introduction describes the research background, significance,research status, research methods and articles innovation. Then the social media era public dissemination status quo and features a detailed interpretation. In some of the cases studied, the "ice bucket challenge" for example, first introduced the "Bucket Challenge" project development situation at home and abroad, and then spread from the main body, the media, the spread of information, communication objects, propagation environment five dimensions Expand Analysis of "ice bucket challenge" propagation mechanisms; secondly assessments "ice bucket challenge" the dissemination of results from the propagation effects cognition, attitudes, behavior three levels; Finally, according to study results presented future communication strategies and techniques nonprofits can learn from. Finally, in conclusion, the article summarizes the important points, and public welfare undertakings in the future.