“People’s Daily” We Chat Public Research

At present, in the micro letter in a short span of more than four years of time has a strong user base, its user groups have increased to more than 600 million, it has a very convenient way of interpersonal communication, and strong privacy and high precision. The audience gradually has drawn great attention of the various social strata, various media have opened micro letter in order to attract the attention of the audience is the public, to grab the gimmick of public opinion. In micro letter public account information transmission is one of the fusion of interpersonal communication way, the media can be introduced by the audience’s data, can accurate understanding of the audience positioning and send the information users need. Different from traditional media, new media made up for the shortcomings of the audience is unknown in the process of transmission, interaction of the audience had the very big promotion.The People’s Daily micro letter public platform in this has certain representative. Founded the People’s Daily since 1948, has now developed into the most authoritative and most influential newspapers, have very strong editorial ability, can in the first place, make effective and accurate to news events reported by the reader’s trust and support, his comments directly be the voice of the party central committee, as a government mouthpiece, very the attention of the government and institutions both at home and abroad, become an important window of understanding of China. The traditional communist party newspaper People’s Daily, with a certain seriousness and credibility, the audience interested in the newspaper while there are some awe, distance. The People’s Daily micro letter public accounts in order to "the participation, communication, record time" as the slogan, and print are not identical, although daily push message provided by the print more, but after recombination and choreography, has changed the traditional print straight face, reflects the style of natural populist, pull close the distance with the audience, establish the equal communication friend relationship, to subvert the traditional mode of transmission party newspaper. And each media micro letter public accounts every day to push messages to the user is not more than 10, the importance of information capacity limitation determines the content quality. This, People’s Daily, the micro letter number once again proved that the practice of public in micro letter public platforms, "content is king" is still decided to journalism and communication effectiveness of top priority. In this paper, the People’s Daily in micro letter the main application of the public platform for information dissemination, first of all, introduce the People’s Daily micro letter public daily performance, introduces the content orientation and expression. Second, the number of the People’s Daily micro letter public information transmission were analyzed, and the text type and content, the design of the column. And compared with the People’s Daily micro blog do, the People’s Daily micro up. the public letter number on new media platform advantages and improvements. Finally summarizes the People’s Daily use micro letter number public spread application present situation, the practical experience and achievements, and operational Suggestions are put forward according to the related problem, make the People’s Daily better borrow Li Wei public letter number to promote its own long-term development.