Operation Strategy Of Newspaper Media Sina Official Micro-blog

In this paper, the newspaper media Sina official micro-blog as an object, aimed atthe operation strategy of official micro-blog perspective, through the method of casestudy, literature research and empirical research, tries hard to summarize the newspapermedia Sina official micro-blog existing operation strategy, and points out itsshortcomings, and then put forward measures and suggestions.This paper selects three newspapers include the "people’s Daily","ShenyangEvening News" and "Economic Reference News" Sina official micro-blog as samples,and apply statistics to the total number of samples, include released micro-blogforwarding quantity, the number of comment. Through the analysis of the data and thelatest case, the conclusion is that at present the newspaper media Sina micro-blog hasbeen successfully operating strategy in the publication, interaction and informationstructure, including making the news micro-blog as the main content, hold the positiveattitude, explain the doubts, interact with audience and establish a complete fixedinformation structure. The existing operation strategy of the newspaper media formedhigher loyalty of fans group, and expanding the media’s public opinion influence. In thestudy, we also found deficiencies in its operation strategy, part of the media was lack ofmicro-blog comments, micro-blog content tends to homogenization, because of themicro-blog word limit, media micro-blog also difficult to form a report in depth. In orderto better operating the newspaper media Sina official micro-blog, this article from the useof micro-blog comment, forwarding function, the construction of micro-blog matrix andinnovation service official micro-blog aspects, proposed publishing sharp comments,multiple original micro-blog, take team linkage strategy and form the newspaper seriesofficial micro-blog strategy.