The Research Of Micoblog As A New Social Management Tool

Social management is a highly comprehensive and complex subjectstudy which requires closely related linkages and coordination fromsuperstructure to basic-level administration and from institutions toindividuals. The Decision of the third Plenary Session of the18th CentralCommittee of Chinese Communist Party has put forward for the first timemodernization of national governance system and governing ability.There is only one word’s difference from “social governance” to “socialmanagement”, but the latter emphasizes on social autonomy andadvocates the openness and transparency of the social managementinformation of the government, the legalization of social management andit also asks all interested parties to take part in the decision-making ofsocial policies.The geographic covering scope and the fission style spreading level of the government microblog in the virtual society have greatly increasedthe degree of social participation of public management. The party andadministrative sections of different places have utilized this new kind ofmedia platform initiatively and actively to have conversations with thepublic and to promote the openness of government information toenhance government image and reputation and to develop substantialinfluence on public opinions. By its functions of assisting in makingdecisions and implementation, government microblog tries to transmitinformation with only140words and to impel social public to test theexecution of government functions with the interactions between thegovernment and the general public on this new media platform, whichmakes up and examines the faults and vacancies of government functions.As a breakthrough point of realizing social governance innovationfor the government, government microblog will undoubtedly become aneffective way of management for contemporary governments. It will alsobecome one of the key channels to perform the functions for thegovernments with the development of information and technology. At atime when4G era is coming, government microblog has produced a kindof “microstrength” with its special “butterfly effects” and “Mattheweffect” to push forward government transformation and to realize socialmanagement innovation. However, as a sharp weapon of the internet, thegovernment microblog is also a double-edged sword which faces great challenges in plasticity and developing space. How to enable everyone tohave rights to say in the public space and how to use, reform and perfectthe carrier of government microblog in order to realize governmentmanagement in the information age will be one of the questions for studyin the future management innovation.According to the latest statistics reports of the authoritativeinstitutions, the article uses Sina microblog as its object of study and hasan overall observation of the skeleton, mode, problems and the ways todeal with them of the government microblogs at the present stage. Thisarticle also predicts the problems and development orientation ofgovernment microblog in China and explores effective methods of socialpublic management innovation by investigating the scope, depth andvalidity of government microbolgs in the field of public managementinnovation.