Research For Dissemination Of The Official Micro-blog Of Public Welfare Organization

Along with the rapid development of micro-blog,the public welfare undertakings got a new opportunity.based on the rise of public service dissemination which depends on the micro-blog platform, the concept of national charity has gradually been accepted by the public. nowadays Public welfare organizations have established their own official micro-blog, spreading the value of public organization, shaping their brand image, raising donations and organizing public welfare activities and so on.The convenient access and communication pattern that micro-blog owned greatly helped the public welfare organizations to reduce the cost, change the mode of traditional public service communication, it is not only the demand of audience in the new era but also the aspiration of public welfare organizations in order to rebuild their image.The paper firstly combed the characteristics of micro-blog and the definition of public welfare organization's official micro-blog, what's more,the paper also presented the current situation of public welfare organizations' official micro-blog.Secondly, based on the perspective of 5w theory,the paper probed the communication elements of public welfare organization's official micro-blog,which from five aspects, including the communicators, disseminating content,disseminating channels, disseminating objects and disseminating effects.the paper especially detailed analyzed the disseminating effects, the analysis above will provide a basis for the communication strategies to put forward. The communicator as an organization, taking the multiple guiding function;disseminating content is rich and diverse,but they put an heavy light on public campaign and underrate culture dissemination;official microblog is the main disseminating aspects, while the opinion leaders work as the node diffusion;the disseminating objects is diverse and self-realization is their core demand; the disseminating effects on the micro level presenting a great difference from on line to off line, and on the macro level disseminating public welfare culture is their main value.In the aspect of research methods, the paper collected many instances of public welfare organization's official micro-blog, through content analysis and questionnaire investigation to analysis the characteristics of communication elements. In addition,based on the research, the paper probed into the problems that existing in current public welfare organization's official micro-blog, such as the brand strategy has notformed a system, the use of micro-blog stayed in an elementary phase, the less frequency of interactive communication between the audience and the dilatory response to network crisis and so on. furthermore,the paper also intended to find out the internal and external causes of these problems.Finally, the paper focused on putting forward a possible communication strategy for the public welfare organization's official micro-blog.combined with the research,the paper proposed several measures from the content innovation, page optimization,media contact,audience communication and crisis response in corresponding.