A Research On The Rumours Spread And The Organizations Response With The Microblogging Perspective

As an information technology social media, microblogging in China showing a momentum of rapid development, China’s largest microblogging site registered users in3years break5million, for the user, access to information, and provide convenient channels for social activities, microblogging itself the commercial value of more and more attention by the enterprise. But objectively, microblogging popular rumor spread wings. All sorts of rumours in micro-blogging came into being, widely circulated, not only impede access to information channels, but also to enterprises and individuals had serious problems and injuries. Twitter rumor even made it lose rationality, feelings of inciting groups, thus affecting the stability of the whole society. Twitter rumors bring this powerful force received wide attention from industry and academia. This view from the micro-blogging, microblogging as a point, combined with organizational microblogging rumour that in typical cases, Twitter rumors of marketing, communications, response, the eradication of a systemic analysis of the mechanism of the whole process, and how enterprise organizations in total media time better on Twitter rumors to make suggestions.The thesis definition of rumor, first conducted a study on propagation and influence factors, microblog after the development of this emerging medium and propagation characteristics of history visited last view from the micro-blog, Rumors spread in microblogging feature summarizes, explains the uniqueness of Twitter rumor spreading. Secondly, introduces the concept of marketing, changes of the mainstream definition of marketing, marketing concepts carried out a mission, combined with the spread of micro-blogging features, microblogging marketing conducted an analysis of values and policies. Because microblogging with traditional media and Internet media in the past do not have marketing value, so there are more and more enterprises, organizations and individuals selected by microblogging for marketing activities, and effective dissemination of the enterprise’s own core values, achieved good sales results, also resulted in many new marketing tools. Rumors marketing such a special kind of marketing model is also frequently appears on Twitter. Third, base on that, put forward the basic idea and guide principle of the marketing crisis management of weibo rumor, and combie the cases of business marketing crisis management of weibo rumor in positive and negative side, propound suggests on the operation mechanism of carry out crisis management. On this basis, made marketing microblogging rumor’s basic philosophy and guiding principle of crisis management, combining both case studies in Enterprise microblogging rumors of crisis management, had recommended against the running mechanism for crisis management. Finally, the article on enterprise marketing Twitter rumors of spring should be reflected in the process, and draw three conclusions: first, the rumors are usually not entirely false. In contrast, completely false rumors are difficult to be widely disseminated, and it is this true and false rumors difficile, which makes the lack of common sense. Secondly, rumors comes from the common memory of groups. So, for any enterprise or individual, you want to avoid the spreading of rumours but caused enormous losses, reducing the difficulty of controlling rumors to spread, not more important is when Rumors spread that rumor, but not unusual for corporate or personal image maintenance, as well as the establishment of businesses and consumers, between the individual and the individual’s communication and trust. Three specific Twitter rumor in crisis response, Internet users in organizations or individuals should take full account of emotional factors, consolidated all to consolidate the power of marketing. Organization to be established trust relationships with users,attach great importance to microblogging micro-opinion-opinion leaders and the media, give full play to role of employee personal micro-blog.