中国公益机构官方微博运营管理的实证分析

发布时间：2018-04-02 05:41

本文选题：微博　切入点：公益机构　出处：《商业经济研究》2017年06期

【摘要】：新浪微博由于用户规模大、活跃用户多而成为众多公益机构提升传播力的重要渠道。本文通过对20家公益机构的新浪官方微博账号的13万多条微博数据和微博内容进行分析,发现开通微博的公益机构主要有平台型、项目型、企业依托型、媒体依托型四类,各类公益机构微博特色突出,但存在部分公益机构对微博平台投入力度低、微博运营缺乏可持续性、微博运营能力参差不齐、相互间互动少、缺乏相互支持等问题。本文认为对微博的运营管理进行长远规划是成功的基础,运用互联网思维进行管理是成功的保障,设立专业团队专人管理是运营成功的重要举措,不断创新是公益机构保持持续活力的保证,公益机构间的互动与支持是提升微博运营能力和运营效果的重要手段。
[Abstract]:Because of the large number of users and active users, Sina Weibo has become an important channel for many public welfare organizations to enhance their communication power. This paper analyzes the data of more than 130000 Weibo accounts of 20 public welfare organizations and the content of Weibo. It is found that there are four types of public welfare institutions for Weibo: platform type, project type, enterprise support type, media support type, and all kinds of public welfare organizations Weibo have outstanding characteristics, but there are some public welfare institutions that have a low level of investment in the Weibo platform. Weibo's operation lacks sustainability, Weibo's operation ability is uneven, mutual interaction is little, lack of mutual support and so on. This paper thinks that the long-term planning of Weibo's operation management is the foundation of success. The use of Internet thinking for management is the guarantee of success, the establishment of a professional team management is an important measure of operational success, continuous innovation is the guarantee of sustained vitality of public institutions, The interaction and support between public welfare institutions is an important means to improve Weibo's operation ability and operation effect.
【作者单位】：湖北工程学院经济与管理学院;湖北小微企业发展研究中心;武汉大学信息管理学院;
【基金】：教育部人文社会科学研究规划基金项目“网络公益模式社会认同的影响因素和构建研究”(15YJA840007) 湖北小微企业发展研究中心资助项目(15y07,15y06) 湖北工程学院科学研究项目(2015021,2015022)
【分类号】：D632.9

【参考文献】