Dilemma And Countermeasures Of Government Microblogging Influence Improvement

With the development of new media technology, micro blog has become the government issued a new tool for authoritative information, government departments at all levels use microblogging asked the government to the people, listen to the voice of the people, respond to the needs of the people. Due to the blog has the characteristics of low threshold, citizens in microblogging platform can achieve a direct dialogue with the government, to express their interest demands, oversee the work of the government to protect their right to speak. In some of the major incidents occurred after government microblogging can timely sound, release relevant information, guide public opinion, to prevent network rumor spreading. As a new kind of communication media government microblogging in government information openness, innovation and social management, public Public opinion guide and government image building and so on have played a more and more important role in changing the government’s management mode.Due to the lack of effective means of communication and improve the long-term mechanism, compared to other popular microblogging, government microblogging influence is not strong enough. Government microblogging in the influence of enhance still faces many difficulties, which restricts the long-term development of government microblogging, needs to be further perfected. This paper mainly and the reason of government microblogging influence to improve the plight of were in-depth analysis, and put forward the corresponding countermeasures and suggestions. This paper is divided into six parts: the first part is the introduction. The second part is government microblogging influence the basic theory, related concepts of government microblogging influence were defined, and clear the theoretical basis of this paper,including the new public Influence of micro blogging and the influence of micro blogging service theory, governance theory, the government marketing theory, use and gratification theory. The third part is government microblogging development situation of our country government microblogging development present situation and the development trend of the analysis and summary. The fourth part is the evaluation system and case studies, the establishment of e-government evaluation index system,in order to "Hunan high-speed police" as the research sample, from the active degree,communication, interaction and affinity of four aspects of the influence of the in-depth analysis. The fifth part is government microblogging influence to improve the plight of the reasons discussed in this paper. The sixth part is the Countermeasures for government to enhance the plight of the corresponding countermeasures and suggestions Including training government officials of new media literacy and standardize government microblogging content construction, improve the long-term mechanism of government microblogging, strengthen government microblogging marketing, improve citizen’s network literacy and to promote the healthy development of the government microblogging.