Research On Corporate Public Opinion Communication And Response In The Social Media Era

Social media which represented by Weibo,We Chat,short video,and self-media platform has opened the mobile social era of the Internet public opinion field.Social media applies interpersonal communication as the basis for information dissemination,which integrates communication tool characteristic,media characteristic and social characteristic into one,becomes an important field for the production and fermentation of hotspots,promotes Chinese network public opinion ecological environment to enter a new normal,brings profound changes to the hotspot communication mechanism of public opinion,proposes new research topics for the public opinion response study.In recent years,Enterprises field have become hot areas of high public opinion,take the year of 2018 as example,in the inventory of the top ten public opinion events in various years,the corporate public opinion can basically exceed half number,especially the Hongmao medicinal liquor incident,Social media paly profound role in the stages of fermentation,climax,repetition,and long tail.It gives new features and new changes to the public opinion field,plays a vital role in the Internet opinion communication,and generates typical significance and important value to study online public opinion's communication modes,characteristics and response in the social media era.This paper takes the Hongmao medicinal liquor online public opinion as the research object,from the perspective of communication,analyze the background and dissemination process of online public opinion,study the new characteristics and characteristics of the network public opinion communication main body,audience and channels in the social media environment specifically.From the perspective of public opinion,analyze the problems and deficiencies in the response to public opinion,then analyze and summarize the causes of the online public opinion's crisis.Based on this,propose to improve the ability to set agendas,attach importance to the expression of audience opinions,integrate social media communication channels,optimize the environment for corporate public opinion,and enhance effects of public opinion guidance for improving the response of corporate public opinion in the social media era.