Study On The Dissemination Of Experiential Public Welfare Activities In Social Media Era

With the rise of social media such as micro-blog, WeChat, social media and the combination of public release a huge energy. In August 2014, ice bucket challenge spread in micro-blog, detonated the enthusiasm of the people involved in charity. The bucket challenge will experience into public welfare activities. Experience of public welfare activities is the starting point from the public, through the organization and individual planning, to attract the public to participate in them, experience the feelings of the donor object, thereby stimulating the willingness of the donation activities. This paper discusses and public welfare activities related to the spread of behavior experience, compared with the traditional public communication activities, experience public welfare activities highlight spread the users "experience" and "participation", emphasizing the "entertainment" and "interesting", the propagation time of the "specific" and to realize win-win of multiple participants. In the propagation process of experiential public welfare activities, spread in experiential activities for the public audience mobilization, information diffusion, heat maintenance take a variety of communication strategy, to promote the experience public welfare activities carried out smoothly.Experience of the dissemination of public welfare activities is an important aspect of the influence of the audience to investigate their influence. On the effect of cognitive level, "bucket challenge become audience's understanding of the experience of public welfare activities; micro blog, micro channel and traditional media is audience understand and experience the main channel of public welfare activities. From the point of view of attitude effect level, the vast majority of audience think public welfare activities in the form of experience is "novel", "interesting"; and for the value of experiential public welfare activities, the audience was questioned the existence of, many of the audience think experiential public welfare activity is speculation. From the perspective of behavioral effects, the audience comes into contact with the information of experiential public welfare activities, and most of them interact with other audiences. In addition, the participation of the audience is more than the participation of the audience.Experience in public welfare activities spread appeared a series of problems, including charity organization communication lack of experience and business groups to borrow situation marketing, audience excessive entertainment, media promotion and less government lacks effective management etc..In this paper, from public organizations to enhance the experience level of the spread of public welfare activities, guiding the audience to return to public service itself, establish public welfare organization+media+enterprise cooperation promotion mechanism, strengthen government departments of the four aspects of public welfare activities for the dissemination of standardized management experience started, proposes the strategy.