Research On Transformation And Development Of Traditional Paper Media In The New Social Media Environment

The development of human technology has brought about a great change in the aspects of social life, especially for the media industry which is in the forefront of the time. The new technology bring about the emergence of new media, system reform is deeply promoted, media convergence is ongoing, the layout of the media industry has been fragmented, the traditional pattern is collapsing, new media business model is being formed. Especially the emergence and development of social media represented by WeChat, MoMo, Facebook, Twitter and so on, has greatly changed the traditional media in its transmission mode and operation idea. They not only make the mass media change into immediate transmission which is point to point and face to face, make news production change from specialization and organization to decentralization and citizen participation, but also make the operation idea of traditional media which is "Content is king" be questioned, idea of focusing on the user experience, enhancing the quality of service, creating news products are valued.Social media is a new media which has been greatly promoted on sociality and has remarkable characteristics of interaction, immediacy, individualization, fragmentation and platform. Its appearance is both a challenge and an opportunity for Traditional media, especially for the Traditional paper media. In terms of the challenge, Social media has attracted a large number of users with its new technology and new form, users flock into Social media, advertisers are more willing to put advertising on social media, which has brought the traditional media into the situation of audience reduction, advertising circulation decline and profit difficult to continue. As far as opportunity is concerned, the Traditional paper media can learn from the communication and operation concept of social media, develop its own inherent advantages,such as authority, credibility, professional, vigorously carry out the development of media convergence and transformation.This paper starts with the theoretical sources of Social media, deeply reveals the concept of social media and its communication characteristics, the paper analyses the relationship between Social media and Traditional paper media which are the opportunities and challenges which Social media bring to the Traditional paper media. Although Traditional paper media are facing the challenges of Social media, it can use Social media for the transformation and development. At last, based on the above analysis, the paper sums up the transformation and development strategy of Traditional paper media that included user strategy, content strategy, organizational strategy, technology strategy, integration strategy.