Research On The Content Operation Mode Of Phoenix Entertainment's Official Weibo

In the Internet Age,weibo platforms with both media attributes and social attributes have an increasingly high penetration rate and utilization rate,users have an increasing demand for social products with fragmented information and instant interaction.In 2014,sina weibo changed its name to "weibo" and was officially listed on NASDAQ.Microblog market in China began to enter a stable and mature stage.By the fourth quarter of 2019,the monthly active users of weibo reached 516 million.A large number of media users and opinion leaders have opened and operated weibo accounts.By means of topic selection,content production,brand optimization and so on,they try to narrow the distance with the audience through the weibo platform,build the brand image,and produce a broader communication effect.The official weibo of ifeng entertainment(Entifeng)is based on phoenix satellite TV and ifeng.com,which covers news,information,original interviews,etc.It is the official account operated by the sub-channels of media websites in the weibo platform,which has certain reference significance for the analysis and research on the operation mode of weibo content.This paper introduces the development and the present situation of the official weibo of ifeng entertainment in the beginning.Then,the author combined with the content,data and interview data of the official weibo of ifeng entertainment in a certain period,summarized and sorted out the content operation process of the official weibo,such as topic selection planning,content planning,originality of the form,establishment topic,content editing,branding operation,and personification operation.Through the analysis,the main elements of weibo content operation are obtained.Combining with the "Westley-Maclean model" and the characteristics of weibo content operation,the author draws an abstract diagram of weibo content operation mode and analyzes it with specific cases.At the end of the paper,the author puts forward the problems existing in the operation mode of weibo content and the corresponding improvement Suggestions,hoping to play an assisting role andreference significance for the content operation of various official and other attributes of weibo in the future.