Research On The Influence Evaluation On The Audience Of Government Microblogs

With influence of Internet plus, the application of new media like microblog, and wechat is profound for government to issue administrative information, interact with publc and enhance public service capability. However, as a cutting-edge topic, the effect of new media application especially administrative microblogs is still in dispute. The influence of administrative microblog is the basis of propagation effect and public service improvement. This thesis focuses on how to construct reasonable and feasible evaluation index system to assess audience influence of administrative microblogs.First, the thesis designed system ?1?X, which was constituted by 35 relevant indicators on the basis of related literature on audience influence assessment. The indicators were formulated from aspects of breadth, depth, strength and validity through four stages of the production of administrative microblog audience influence. Then methods of expert investigation and regular i-collection were applied to collect relevant data. The data would be filtered and analyzed multi-wheeled with membership analysis, correlation analysis and discrimination analysis. 19 relevant indicators, which formed the proper evaluation index system ?4?X of audience influence of administrative microblog were eventually confirmed. Finally the thesis collect data of public security microblogs of 17 cities in Shandong Province from Jan.1 to Dec. 31 2015. The comprehensive influential index was calculated by applying with entropy evaluation method and comprehensive index model. The thesis studied the result with descriptive statistics and cluster analysis, and come up with relevant suggestion according to distinct microblog experiences and problems.The thesis constructed the evaluation index system based on generation procedure of audience influence, which was indicated innovative by research. The actual measured index could not only help analyze local specific circumstances of audience influence, but also could compare the influence and service capability of local public security. The thesis is of reference guiding significance in enhancing E-government service quality and government credibility.