Research On The Current Situation And Development Strategy Of Local Government Government Microblogging In Operation And Management

The rapid spread of the Internet has accelerated the speed of information dissemination, and has expanded the way of getting news and promoted the development of the new media. It is a big challenge for traditional management models of the government that microblog becomes a public opinion field gradually leading to break the traditional government-led information release form and agenda-setting situation. Government departments at all levels from central to local have tested to open government microblog in order to adapt to the change of social management. In the year of 2011 government microblog developed rapidly, so the academia in general called this year as "Government microblog First Year."In just 4 years, the China’s government microblog has increased to more than 300,000 users. However on the national level, the development of government microblog is extremely uneven in terms of geographical area, administrative level and administrative fields. The operational problems are about reception mechanism, back-stage operation, and fatigue to respond to social emergencies.In this article, the author mainly uses the combination of literature analysis, data collection and case analysis methods to analyze and demonstrate the current situation of management of China’s government microblog, and reads a lot of literature to look for problems in common. Combine with actual cases to summarize the management problems of microblog, like substandard opening, unclear positioning, and weakness of dealing with social emergencies. The author supports some constructive suggestions like establishing preparatory mechanism, back-stage management mechanism and public opinion monitoring mechanism, and put forwards some innovative ways of management of government microblog.The first and second section of thesis focus on introducing the research background, research significance and research methods, which also describe the related concepts and theories of government microblog. The third section summarizes the positive role of government microblog on social management and introduces the current development of government microblog in combination with a large amount of data. The fourth section summarizes management difficulties about feedback mechanism, back-stage management and emergency response. The last section proposes reasonable ways including improving preparatory mechanism, optimizing back-stage management mechanism, and innovative management strategies.