The "Rational" Thinking Of Microhlogging Charity

The event come from micro-blog of "White Snow-Coke" in2013, it has been a hot discussion in some mainstream media."White Snow-Coke"has become a professional rescue platform from a microblogging charity action. It is not only a miracle, but also an innovation, it offers a new thinking development in the field of micro-blog. Behinding its success, we must have a rationl thinking to see microblogging charity, recognize its positive energy and negative effects as well.The paper described the process of the event of "White Snow-Coke", explained the reasons of the successful microblogging charity, analyzed its positive and negative by listing some cases of microblogging charity in recent years. The reasons of success in microblogging charity, which is not only the own story and the way of appeal of the beneficiary, but also the creative and appeals of volunteer team, as well as the attention and powerful operation of the mainstream media, they promote the success of microblogging charity. Simple operation threshold, spreading rapidly, timely interaction and the "micro" advantage, promoting the growth and development of microblogging charity. But in recent years, with the development of microblogging charity, its shortcomings have been exposed:low credibility, the channel of communication is not clear, the punishment is not enough, they are hindering the development of microblogging charity. At the same time to enhance preventive measures, we also require the use of "reverse" to inspect microblogging charity, paying attention to prevent the use of the advantages being into disadvantages.