The Strategy Of Shaping Government Image Through Government Microblog Based On The Content And Form Factor

Government microblog is a form of microblog has made a rapid development,and also won a widely recognized by the public. Government image is the importantsoft resources of the government. This paper is trying to discuss the strategy ofshaping government image through government microblog based on the content andform factor.Firstly, the article highlights the research status and the significance of thesubject, as well as the background of the research，using the literature reviewresearch methods and the case study method.Secondly, the paper analysises of the characteristics of the governmentmicroblog media, which is different from the other media, and then discusses theimpact factors of shaping the government image by the microblog. Step by step, theresearch explore the new ways and summarize the content model include the localcharacteristics model, published hall model, the emergency model to shape thegovernment image.Thirdly,the article establishes the government microblog visualization systemwhich include covering force, communication ability and service force threevisualization. After that,it summarizes the formal characteristics and puts forwardsome current government microblog problems in shaping the image of thegovernment, such as the operating mechanism of government microblog is imperfectand it is really hard to get public opinion on issues.Finally,the paper proposed the strategy of shaping government image throughthe government microblog. In terms of the content strategy,such as strengthening thedimensional propagation of the government microblog,improve the informationdisclosure system and build supervision feedback system and offline mechanisms; Interms of the form strategy,such as build the brand systems, visual recognition system,using the microblog public relations strategy and so on.