The Communicated Application Of Social Media In Internet Financial Industry

The appearance of social media has not only changed people’s lifestyle and habits, but also changed the way of communication. Internet financial industry transfers the real information communication to the social media platform, which promote the development goals of its decentralization, disintermediation and scale effects. In this paper, the applied communication of social media in Internet financial industry has been researched and many research methods have been used, such as literature research, comparative research and case analysis.In order to make clear the purpose and ideas of this research, we firstly summarized the previous research results. Then we reviewed the development status of social media in internet financial and introduced its history and main forms. Chapter 3 to Chapter 6 is the soul of this paper. We illustrated the communication elements and communication models of social media in Internet financial industry. Meanwhile, the application status and limitations of the social media in the Internet financial industry had been explored combining with case analysis. Finally, on the basis of colligating the former analysis results, we propose some suggestions for the future development of social media in internet financial.Through the research, we found that compared with the traditional media, two kinds of communication elements of social media in the Internet financial industry has been increased, which are motives and scene. Then, we summarized the three main communication models of social media in Internet financial industry. They are precision marketing model, opinion leaders model and brand community model. What’s more, the present application situations of the communication models have been analyzed by the example of Greenland Financial Servers. It has been found that the present application has achieved some results, but there are also some limitations, such as blind application, information subjectively, poor management and lack of technology and talents, etc. Based on the research of applied communication of social media, we put forward some proposal as follows:return to the rationality and find the position; make best use of the advantages and more professionally; improve technology and increase the marketing accuracy; provide personalized service and strengthen the user stickiness; enhance the effect, build brand communities. We hope that it can provide some new ways for the future development of social media in Internet financial industry.As an interdisciplinary research, the results of this study are useful to clarify the relationship between social media and Internet financial. Meanwhile, it has important practical significance for expanding the application of social media.