The Twitter Management Of American Local Newspapers And The Revelation Of Chinese

As the Internet developing, lots of local newspapers must face to the innovation. The development of social media, especially, make the local newspapers aware that the social media is an new area which can help them not only to gain the brand extension, but also the media convergence.Since the First Year,2009,of WeiBo in China, the local newspapers consider the WeiBo as an important platform.Thus it is very valuable to discuss the pattern of meida transformation. Weibo is an improved and introduced social media which use the Twitter as an model. So this paper use the Twitter account of The Columbia Daily Tribune as a case study. This paper also summarize the development of American newspaper and the operation of American social media. First of all, this paper states the relative concepts and the history of the American local newspapers. In addition, this paper use induction and deduction as the method to classify the contents with twitter account of the Columbia Daily Tribune. Then the paper describes the operation of the twitter account with audiences’ intimacy, opinion leader’s connection and the Internet technology. The paper also points out some problems during the twitter’s management.Furthermore, in terms of the management ways of the Tribune’s twitter account, the paper concludes the operation experience and give some advices to the Chinese newspapers. As the social media become more popular, the paper discuss the management ways with three layers:twitter’s contents, platform’s activities and department administration. Finally, this paper gives some prospective methods to the Chinese newspaper’s management that it can focus on brand strategies and operation models to facing the internet challenge.