Research On External Communication Status And Strategy Of People’s Daily Twitter Account

Driven by new technologies,social media emerged and became a leader in China’s foreign media by virtue of the prominent characteristics such as low threshold for participation and interaction,easy and fast operation,wide spread,strong interaction,etc.As one of the ten most used and visited applications in the world,Twitter has been playing an increasingly significant role in people’s daily life.In this thesis,the Twitter account of People’s Daily is taken as the research object,the content analysis and case analysis are adopted to carry out an all-round analysis on the communication practice of People’s Daily on Twitter from three perspectives of content feature,readability and human touch,communication effect,to try to find out what problems People’s Daily still has in the process of external communication and put forward the corresponding upgrade strategies,so as to provide some useful reference for the practice of China’s mainstream media on overseas social platforms.In research method,the Twitter account of People’s Daily is taken as the research object,the tweets posted from January 1,2021 to December 31,2021 are analyzed,moreover,the tectonic cycle sampling is adopted to carry out category construction and coding statistics on the collected 976 samples,communication status of People’s Daily on Twitter is interpreted in detail from the perspectives of tweets’ content feature,readability and human touch,communication effect.In situation analysis,the detailed descriptive statistics are first carried out on Twitter account of People’s Daily;second,the content features are analyzed and the characteristics of People’s Daily on tweets push are obtained,mainly including multiple themes and contents,China-based reporting strategy,rich content,positive reports and relatively traditional language style;third,the statistical analysis is carried out on the readability and human touch of People’s Daily tweets,and the conclusion that the tweets are of low readability and some topics are lack of human touch is reached;finally,the communication effect is analyzed from likes,comments and forwarding number.In problem posing,based on the results of situation analysis,some problems are found out in external communication of Twitter account of People’s Daily,including insufficient interaction with the audience,too many positive reports,lack of international perspective,low news readability,insufficient human touch on some topics,etc.At the end of the article,combined with the problems reflected from communication status and data analysis of People’s Daily on Twitter,some strategy suggestions are proposed on how to improve the communication effect of China’s mainstream media on overseas social platforms more effectively: first,take advantage of platform features to enhance two-way interaction with the audience and enhance user stickiness;second,balance reporting perspectives and positive and negative coverage;third,enhance international coverage,focus on current international hot issues,grasp the initiative of public opinion;finally,optimize the wording and phrasing of texts,and enhance the human touch of tweets.