On The Role Of Micro-blog And WeChat Government Managenment

With the transformation of government functions and the progress in the Internet, government micro-blog and government WeChat platform in our country have made rapid development. Government agencies at all levels in China have opened their official micro-blogs and WeChat platforms, forming a new form of channel through which the government can seek advice from netizens. Micro-blog and WeChat platform are a kind of self-media, offering a convenient, easy and diversified way for all the people to express themselves, creating a new model of interpersonal communication, and have played an increasingly important role in setting up public issues, promoting emergencies, producing public opinions and aggregating social resources. They have also been major channels through which the party as well as the government release the information and listen to voice of the people, and have further brought a revolution in the way of political participation. The revolution in such a field has even begun to force the government to reform the political structure and be more responsive so that a new model of interaction between government and the public can be created. With the help of official micro-blog and WeChat platform, the government is now trying to control network voice, lead the public opinion, convey the government’s messages and handle emergencies. Government micro-blog and WeChat platform have, without doubt, gradually become a new channel for government information releasing, a new platform for public service offering, a new way for public opinions collecting and new space for interaction between the government and the people.Since relevant management systems about the newborn micro-blog and WeChat are incomplete in China, and combined with the inherent limitations of our political system and the lag in coping with public opinions, a lot of problems have arisen in the process of using government micro-blog and WeChat platform, including failures in positioning, evaluating, expressing, interacting and so on. It is one of the party and the government’s most pressing problems to figure out how to position government micro-blog and government WeChat platform, and bring them into a standard management assessment system. With the thorough analysis on the development situation of government micro-blog and government WeChat platform, the comparison between them in terms of their functional design, propagation mode, effect, and problems, this paper proposed a general positioning structure of "seeking advice from netizens on micro-blog" while "carrying out administrative work on WeChat", micro-blog helping to build responsive government while WeChat helping to build service-oriented government. This paper further suggests to establish a result-oriented evaluation system, creating a government publishing platform with optimized use of both micro-blog and WeChat. In practice, government micro-blog should pay attention to information packaging while government WeChat platform should pay attention to the quality of the information...