The Research On Micro-blog Welfare Public Communication

As a typical representative of We-Media,the combination of Micro-blog and publicwelfare activities has created a social hot topic that can produce continuous communicationeffect:Micro-blog public service activities.They have attracted a large number of userresources by making full use of the advantage of the low entry barriers,they can also makereal-time broadcast on public welfare activities so as to implement the concept of readily andhappy charity.The Micro-blog public activities have changed the communication pattern andpath of traditional public activities and opened a new chapter of our public welfare.This paper describes the background and development process of Micro-blog publicservice activities through comparative analysis,on the basis of understanding the limitations ofthe traditional public service,this paper presents a clear concept of the Micro-blog publicwelfare activities: It is a communication activities that the public or organizations disseminatewelfare-related information by Micro-blog, in order to participate in and support publicwelfare action.The paper analyzes the motivating factors behind the public welfare boomfrom four aspects:the culture,the media,the audience and the technology. The paper elaboratesthe topic types, the communication subject and function of Micro-blog public welfareactivities by using case analytic methods.It also summarizes the five basic modes ofMicro-blog charity through case studies.In order to understand its unique transmissionpath,this article specifically studies the public project named “The Free Lunch”.According tothe various challenges and threats,this paper brings forward pertinently resolvablecountermeasures.This paper draws a conclusion:there are three main types of public welfare activitieswhich can obtain the best transmission effect,including children growth,environmentalresource protection and medical assistance;The Micro-blog opinion leaders have a uniquemechanism of action and play an important role in public welfare activities;The use ofdifferent communication skills will directly affect the final communication effect;Theinnovative thinking of development and the updated development concept will inject a newvitality into the Micro-blog public welfare activities.