编辑学视角下我国企业微博分析——以新浪微博为例-analysis of chinas enterprise micro-blog from the perspective of editorial science - taking sina micro-blog as an example.docxVIP

AbstractAsenterprisebrandmedia,microbloggettheattentionofmoreandmorepeople.Fromsmallprivateshoptolargemultinationalcorporation,allcanopenmicroblogtoreleaseproductinformation,establishenterprisebrand,serviceusergroup.Inordertosinamicroblogasanexample,bytheendofFebruary2012,atotalof130565enterprisesopenedmicroblog,andthedataisincreasing,accordingtosinamicroblogandCICjointlyissuedthereportofenterprisemicroblog.Atpresent,thedomesticenterprisestothemicrobloguseisstillintheexploratorystage.Howtodeveloptheenterprisemicroblogeditingwork?Whatchangesshouldthemicroblogeditorsmake?Howtomeasuretheeffectofmicroblogcommunication?Theanswerstothesequestionsarestillnotclear.So,myresearchputforwardeditingideasandcorrespondingsolutionscombinedwitheditingtheoryandthetypicalcaseofenterprisemicroblog.What’smore,somereasonablesuggestionsaregaventoeditorstocompletethetransformationinthesocialmediatide.Then,basedontheeditingtheoryasthefoundation,thepaperanalyzesthesubjectandobjectofenterprisemicroblogeditingactivity.Fromtheobjectiveaspect,thepaperanalyzesthemicroblogcontentandusercharacteristics,pointsoutthatthecontenthasfivecharacteristics:publishedwithregularity,aroundtheenterpriseinformationandhassomehiddennature,personalizedcommunicationstyle,stronginteractionandthedominanteffect;Theusershasthreecharacteristics:aloosegroupofunstablestructure,interestandemotionalappeal,andactivelyseekinteractionanddialogue.Fromthesubjectiveaspect,microblogoccupationeditorinthefaceofsocialmediachallenge,makethetransitionfromthreeaspectsontheeditingconcept,roleandmedialiteracy.Editorialideasfromone-waylinearpropagationtointeractivecommunicationchange,fromtheattentiontothecontentofcommunicationtothebothofcontentandeffect.Therolechangefromthegatekeepertothedisseminationofknowledge,fromtheHuntertonurture.Inaddition,editorsmustimprovetheirmedialiteracyfromfouraspects:understandingmicroblogsymbolenvironment,improvingtheinformationconstructionlevel,cultivatingawarenessofsocialnetworking,enhancingplanninginnovatio