The Study Of Enterprise Microblog In Editing Perspective

As enterprise brand media, microblog get the attention of more and more people.From small privateshop to large multinational corporation, all can open microblog to release product information, establishenterprise brand, service user group. In order to sina microblog as an example, by the end of February2012,a total of130565enterprises opened microblog, and the data is increasing, according to sina microblog andCIC jointly issued the report of enterprise microblog.At present, the domestic enterprises to the microblog use is still in the exploratory stage.How todevelop the enterprise microblog editing work?What changes should the microblog editors make?How tomeasure the effect of microblog communication?The answers to these questions are still not clear.So, myresearch put forward editing ideas and corresponding solutions combined with editing theory and thetypical case of enterprise microblog.What’s more, some reasonable suggestions are gaven to editors tocomplete the transformation in the social media tide.Then, based on the editing theory as the foundation, the paper analyzes the subject and object ofenterprise microblog editing activity.From the objective aspect, the paper analyzes the microblog contentand user characteristics, points out that the content has five characteristics: published with regularity,around the enterprise information and has some hidden nature, personalized communication style, stronginteraction and the dominant effect; The users has three characteristics: a loose group of unstable structure,interest and emotional appeal, and actively seek interaction and dialogue.From the subjective aspect,microblog occupation editor in the face of social media challenge, make the transition from three aspects onthe editing concept, role and media literacy.Editorial ideas from one-way linear propagation to interactivecommunication change, from the attention to the content of communication to the both of content andeffect. The role change from the gatekeeper to the dissemination of knowledge, from the "Hunter" to"nurture".In addition, editors must improve their media literacy from four aspects: understanding microblogsymbol environment, improving the information construction level, cultivating awareness of socialnetworking, enhancing planning innovation ability.After that, the paper puts forward three suggestions from the content, interactive and promotion focuson enterprise microblog editorial strategy. From the content point of view, the enterprise should be thecontent of microblog column, grasp the "microblog" and create "knockout" content;From the perspective ofinteraction, enterprises should focus on the planning of microblog activities, guiding the user experiencesand doing good customer service.From the perspective of promoting, building a matrix, multi-channelpromotion and finding the opinion leader is the basic work of enterprise microblog promotion.Finally, the paper think on the development of enterprise microblog, points out the prospects of thedevelopment of enterprise microblog is optimistic based on huge amount of users and higher user stickiness.But the actual operational level is still in the exploratory stage.The paper points out the problemsfaced by domestic enterprise microblog from both macro and micro perspectives.Macroscopically, mediadiversity brings audience shunt, the birth defects of microblog platform as well as the lack of talents carryout challenges.Microscopically, the unclear orientation, dissemination thinking single, internalmiscommunication, Missing data analysis hindered the development of enterprise.Aiming at theseproblems, this paper puts forward four suggestions: understanding the position and role of microblogcorrectly, smoothing internal and external communication system, paying attention to knowledge learningand training of microblog, establishing microblog data analysis system.