A Study Of Charity Communicating Strategy Of Internet Companies

In Internet companies realized the effective dissemination of public welfare information with its communication advantages such as quick sharing and interaction,and was gradually changing the traditional public communication strategy with convenient and efficient mobile communication technology,committed to open the transparent,interactive,open,connection of "public welfare 3.0" era.Based on Internet companies public communication strategy,selecting the typical Tencent public welfare as a case study,making the research from the communication perspective,using the methods of participatory observation depth interview and questionnaire,and putting forward some countermeasures to solve the problems existed in the public dissemination of Internet enterprises targeted analysis at the same time.On this basis,make the analysis of the present situation of public dissemination of Internet companies and social effect.This paper combed the Internet companies public dissemination spread from charitable spread of 1.0 to 3.0 of the upgrade process,summarized the tencent the four stages of social development;Through the analysis of the data of questionnaire,the spread of the Internet companies public welfare social effect for low awareness and low trust,tencent the spread of the public welfare social effect for high awareness and low trust.This article focused on the tencent public welfare of public communication strategy,made the standard of divisions of length continuous public welfare projects,and made the specific research from sustainable public welfare based on user experience,to the characteristics of ceremony made section type the emergency public dissemination of public communication,to the network platform based on enterprise strategy systematic public interest spread.The problems existing in the transmission process of public consciousness are weak brand communication transmission process,lacking of overall planning and communication effect and shallow Aiming.Countermeasures are put forward from three aspects:the brand level,building transparent and open interactive public service brand;the management level,establish a systematic public welfare dissemination;the effect level,focus on the effect of public benefit communication.Finally,spread the above communication strategies to other Internet enterprises.