Research On Growing Social Commonweal Organization’s Communication With We-media

Social commonweal organizations are civil, non-profit and voluntary social organizations which act for the interests of the public, provide service to uncertain social groups and make them benefit from it. Being intermedium between government and society, they are playing an increasingly important role in the process of safeguarding and promoting the society’s harmony and stability.We-media communication is the process social organizations release and obtain message by instant communication(mainly micro-blog, we-chat). Due to its characteristics, choosing we-media to promote philosophy for public benefit, to carry out the corresponding activities, and to expand the social influence of these organizations is an effective way for social commonweal organizations, especially those growing ones, to enhance popularity, improve reputation and promote their development.The study has chosen a growing social commonweal organization as the case and takes the typical communication theory “5W model” as framework on the basis of documentation. And it conducts investigation and studies on present situation of commonweal communication by using the micro-blog and we-chat from 5 parts--communication’s main body, content, intermediary, receivers, and effect. Then the essay illustrates the necessity and practical value for those organizations to use we-media. Also many universal issues are found in the growing organizations in the path of commonweal communication. On the base of it, the study puts forward some improvement strategies and operation suggestions from communication awareness, management and strategy aspects.The conclusions of the thesis have a certain reference value for social organizations, particularly growing organizations, in media era.