The Communication Mechanism Research Of Microlog Public Welfare Platform

Weibo has led to a revolution of the information delivery, and traditional public activities have found the new mode of public information delivering in this revolution. Sina Group has built a public platform based on Weibo, it mobilizes the public strength through the integration of all resources from the general public and volunteering organizations. The charity platform of Weibo has already become into the main communication field of public activities.The characteristics of public information on the Weibo public platform can be found as following, after classifying and sorting its data:firstly, the process controlling has been stricter when the public information accesses to communication channels. Secondly, the delivery of public information can achieve the viruses-like spreading mode. Thirdly, the branding public products have increased the sustainability of the public information delivery. Studying the information from the view of the5W mode, it can be found that, the trend of public information spreading tends to specialization. After the text analysis of the public information, it can be found that the main content, including medical assistance and education support, has high quantity but less attention. Specifically, more attention is paid on public activities which concentrate on special topic and brand donation, and they have less quantity but high effective incomes. Additionally, the public information has a real-time feedback system, thus audiences can directly see the spreading results of their participation.The construction of Weibo public platform has improved the credibility of Weibo. It has set positive examples of social behaviors and promoted the construction of public network activities to be more normalization, systematization and standardization. However, mass of public information production is easy to make audiences to have numbness sense. Audiences might be dislike to be enforced to accept the public information pushed by the background pushing system. It is necessary to discuss and study issues concerning the negative influence to public information which caused by false information, and it has significant meaning that how to built a better network platform for public welfare and continue to improving its sustainability. It is valuable to the development of Chinese public welfare establishments as well.