TV Reality Show "The First Grade" Official Micro-blog Communication Strategy Research

Today reality show the momentum occupy the screen,micro-blog has become the program content and brand communication is a hotly contested spot,it effectively makes up for the defects of TV interactive,cater to the era of fragmentation reading habits,its powerful effect of fission spread effectively extend and expand the program content,to create the brand program and increase ratings has played an indelible role.So the official micro-blog communication strategy of the television program has become a topic worthy of discussion."The first grade university" in 2015 the market response is good season as a reality TV show,for the 12 phase of the program won the Saturday time viewing its official title,micro-blog also in every Saturday night to occupy the "micro-blog variety list" list,other reality show become worthy of reference and learning samples.This paper studies the communication strategies of the first grade,the official micro-blog second quarter(College season),from three aspects of the image building strategy,the powder powder strategy and the content strategy:In the image building,"the first grade" official micro-blog’s use of the strategy is to build the visual recognition system with program temperament,shaping the cognitive "the first grade" the official micro-blog operator image,but there are also shortcomings,strategies to build its image,especially "the first grade" official micro-blog to a certain degree of negative public opinion to keep from talking about.Damage to the brand image of the youth program,aiming at the above problems,the author puts forward "the first grade" official micro-blog should be clever public relations maintenance programs and brand image,to learn from a PR success at home and abroad.The powder powder living strategy,is mainly based on the micro-blog fans interest match,interactive behavior to inspire fans,but there are also problems in the form of monotonous interaction,"the first grade" the official micro-blog should do high-frequency interaction to increase user stickiness,while the design of interactive form colorful,arouse the enthusiasm of fans to participate in the.The content of the strategy,the author from the combination and the source of information,content classification,language expression four aspects analysis: "the first grade" the official micro-blog uses various combinations of the text with images in the form of the most common words with the form of video forwarding is the highest,the best communication effect.However,the most frequently used in the official micro-blog stills quality is just passable,the number of the best video communication effect is not much,therefore,the author suggested inviting professional planning still photographer posed,in order to improve the quality of security personnel increased stills,the late video number.In terms of information sources,the official micro-blog to the original,forwarding accounted for a verysmall,original forwarding far more than non original.In the aspect of micro-blog content division,to the original video program "a sister" policy is not clear,video footage for forwarding was the highest,but there is still micro-blog creative problems,only to learn from extensive advertising and micro-blog creative,and form their own ideas,the official micro-blog’s operation will strive for further improvement.In terms of language,from the perspective of macro structure expression,language form is colorful,interactive expression,interactive interpretation,narrator expression increase micro-blog’s readability and interesting;from the middle path,micro-blog refined language information,makes the content more emphasis,such as concise title text reading,set to micro-blog,to guide the discussion topic clear communication;from the use of micro language point of view,"the first grade" micro-blog official language is a collection of the essence of bit language,the use of onomatopoeia,rhetoric,emoticons and network language constantly close to readers.However,in the micro-blog topic set,the official micro-blog did not fit the hot topic,the subtopic set is relatively rigid,only according to the program as well as the current hot hot social occasion to spread in order to maximize the maximum effectiveness of the communication.In the release time,the dissemination of the best time to release the frequency of small,it should be reasonable to arrange the release time to achieve a multiplier effect.Although "the first grade" official micro-blog communication strategy has a lot to learn,but there is still room for improvement,the author puts forward the corresponding strategies to solve the problems,hoping to make the "official" micro-blog in the first grade of the new season in the operation of strive for further improvement,but also provide reference for other reality TV official micro-blog.