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The Analysis of Social Media and Its Application

Information and communication technology has changed rapidly over the past 20 years with a key development being the emergence of social media.(Maryanne Gaitho,2017)Social media, including the growing popularity of Weibo, Twitter, etc., also known as a kind of media,which can be regarded as a personal internet that has emerged under the growing popularity of information technology, internet operating resources, personal information terminal devices. In this changeable world,it is a new style of information exchange dissemination platform and of great meaning to discuss about. It is increasingly used for information exchange,for example, information release and information collection. People may wonder about that why social media is personal media .Sometimes, although the official social media hosted by a business, while being given the general characteristics of social media, its purpose is to pay attention to the communication space provided by the personal media of the enterprise, which is subordinate to the needs of individual media.Thus,they have a very close relationship with each other.If there is no personal media, the relative form of media will definitely disappear.Social media advocates say it’s not enough to simply create a presence,but instead it must interact with their audience.(Sue Burzynski Bullard,2010) For example, if there is no personal micro-blog, the corporate micro-blog will disappear one day. As it is said that there is no such dependency on the corporate website for personal websites.

No one would deny that social media is related to information exchange system. The information exchange system is divided into several different types according to the direction and content of information dissemination. In accordance with dissemination contents and means,there are video style,audio style and text style. The participants can be divided into double and even multiplayer; According to the time characteristics, which as well as can be divided into online time and offline time; According to the identity of the operator can be divided into personal and business. Social media achieves two-way communication in the direction of information exchange when it is regarded as a platform for information exchange and dissemination. The content of information is all-encompassing. Participants are diverse in composition and interact in real world. With unprecedented frequent communication and information, social media functions and exchanges with any previous information . Products are more powerful, the performance is more colorful. Compared with the emerging social media, the three types of personal information exchange tools such as telephone, SMS and email apparently interacted with each other. Although the phone has numerous advantages,such as the advantages of real-time and interactive voice, the information it delivers. The short message is not just limited to words. Although the e-mail has certain extensibility, the real-time and interactivity are quite poor in some way. Emerging social media in addition to real-time interactive, experiential features.They have their own strengths and weaknesses, but it has a more obvious advantage in other areas. Moreover, the more important point is that social media is developed with the integration, mobility of information gathering devices. The forms of information can be fully utilized on social media , content can be generated and exchanged anytime and any place they want so as to make best of social resources.

The growing popularity of social media has even affected the people’s work and daily life. The development of social media have certain positive effects on society. At the same time,it plays a great role in people’s social life.To a certain extent, social media can enhance the influence of public opinion and make it more clear or develop towards another side. From a social point of view, social media gives everyone a media power, and everyone can be seen as a media source. The power of social media generate information and disseminate information so that people can fully recognize its role. It helps individuals to participate in social activities and exchanges. Social media provides a platform for individuals to participate in society, communicate, express feelings and share feelings without the limitation to time and space. Through these activities, people get the satisfaction of social relations and obtain the support of emotions, ideas and interpersonal care. After an incident, many people will express their opinions and attitudes on Weibo(MicroBlog): Towards the same topic,different people may have different point of views ,they will say something and show their anger or opinions.When more and more people are talking about the same thing and paying attention to the same public focus,they would like to see if there will be more moderate solution; When people speak no fuss, they do not have to manage. After browsing MicroBlog, everyone will realize that they actually represent only a way of thinking, and will consider that whether there is another way of thinking or choice, thus making their attitudes more moderate, and reduce the possibility of extreme attention. Of course, the final result is very much related to the actual interests of each person.Moreover,it can provide a wealth of information resources. At present, more and more people are collecting and browsing information through social media, and their power even affects the influence of some traditional media.

The lacking in social media has a more timely and true reflection of specific objective reality cases, but the flaws are also obvious, the quantity and complexity of complicated situations that need to be elucidated in depth or from theoretical studies . This reflects the strength and value of traditional, official and professional media. Too frequent publication of individual cases can also lead to exaggeration and breach of major facts, which may make the consequences looks so unfortunate. Once a customer from a company realize the problem of the product quality, they may feel refused manufacturers’s commitment to repair measures,instead of insisting on asking for a return, in less than the purpose, then disseminated on the Internet. The quality of the product information of the enterprise will have a certain impact for the credibility of the business. Therefore, the enterprise sued the client to court, and finally the court ruled that the client lost the lawsuit and made compensation. This case shows that the nature of individual events differs from other people, on the basis of individual facts,there are no enough grounds for dissemination. The business strategy in the face of social media ,they are supposed to recognize the role of social media for business development. The number of clients currently having a wide range of social media ,they are increasing in a rapid speed, and the extraordinary ability of social media can generate and disseminate information rapidly and positively.It also means to require attention and involvement.Through the correct grasp and rational use of social media, people can widely spread the company’s business philosophy, fully demonstrate the overall strength of enterprises and establish a good image. As it is pointed by Matthew Hudson (2017)The fact is that for the majority of retailers, social media is a virtual and literal black hole.

Apart from that,through concrete examples and communication, people can strengthen customer contact and establish a interactive customer relationship, so that they can freely express the company’s customer care, understand customer needs, find and verify the enterprise products and services, shortcomings and deficiencies, and timely solutions to customer problems to prevent the emergence and spreading of bad information. There is a great need of the establishment of social media management mechanism, social media has more control and autonomy. Many customers in the personal media are more calm and objective. If the business can not effectively provide the answers to customer concerns, it will likely result in customer objections, and thus lost the trust of customer, they will cancel their attention. Therefore, enterprises should abide by the latest social and humanistic concepts, uphold openness so as to establish a correct and scientific awareness of social media participation.

In order to establish an enterprise social media operation system so as to it has the ability of system control and good operation, the enterprise can carry out the following work.They should optimize the official MicroBlog and establish customer base, get close contact with customers and keep abreast of customer wishes.Moreover,on the basis of voluntarily collecting relevant information such as customer Weibo, and reasonable classification, the establishment of multiple customer relations groups.It will be easier to publish service marketing information on the basis of the formation of information broadcasting network.It is also so important to reward all types of service employees to join this business and enrich the information sources of customer concerns in order to carry out a necessary control and screening. Establish a coping strategy for bad communication events, solve problems that may occur in time, and annihilate the adverse effects of negative information with real and positive information. Create valuable and attractive corporate social media on teh base of success of other businesses, rather than just focus on the number of companies to create valuable social media. Organize the team to ensure that timely customer questions to provide effective answers. Take effective ways to encourage members of all types of enterprises to collect multi-quality pictures and videos to make the corporate media more vividly and contagiously. Whether it is doing management or doing business, whether it is counter service or delivery service, or value-added services, they will tell customers the service, publicity service image. To strengthen its ties with other prominent social media outlets and upload daily, well-tagged images of the company’s services on relevant social media. This way, people will find pictures related to the company’s service when searching for the pictures, which will help the company achieve more obvious results. They should also explore the relevant forum as a corporate media identity, provide useful answers for the questioner, which is also one of the ways to expand the population and enhance the reputation of social media.

According to Wikipedia, Microblogging is a broadcast medium that exists in the form of blogging. A microblog differs from a traditional blog in that its content is typically smaller in both actual and aggregated file size.(Sabuj Kundu,2014)A blog is related to a media and a social network. When a blog is promoted, this blog can be interpreted as a media. When bloggers friends take the initiative to read a piece of article in the blog , which thus make the blog become a social network. In people’s social world,there are SNS, Myspace, Facebook;In the Internet era that viral communication is not unusual, but the way it transmits information is still unique.It does not need a lot of time and distance,because that information production and delivery make it a timely and open feature that makes MicroBlog a huge information collector.Besides,any citizen in the collector can receive other citizens’ information anytime, anywhere the release of new information. At the same time,they can also feel arbitrary characteristics, the opening of the micro-blog user port makes the user interface does not receive a fixed message publisher, the user’s own published information may also appear in other user interfaces at any time, this openness and incidental factors make MicroBlog information disseminate broader, so that MicroBlog network virtual relationships can be expanded. Viral communication is expensive in scale and the micro-blog’s viral transmission mode provides a good foundation for global hot topics and the dissemination of key emergencies. The subject of the MicroBlog content is mainly divided into cold joke, individual work and life record quotes, celebrity famous quotations, person or content introduction, news and media supervision. Content is published in the form of words, pictures, facial expressions, links to URLs or their combination. The focus of microblog information depends on two aspects: bloggers visibility and value of the information itself. The popularity of bloggers directly affects the scope and intensity of their relationships in the MicroBlog platform, which directly determines the extent to which information is pushed to other users. From the news value point of view, the information posted on the MicroBlog can give full play to the timely nature of each user, each passenger can act as a commentator, a lot of domestic and foreign news of emergencies are the source of MicroBlog platform. There are already many traditional media registered on Weibo. Weibo has become an important channel for traditional media to obtain news clues.

Through the above analysis and discussion,it can be clearly known that the characteristics of social media and the role of social media.At the same time,it further discussed about the weakness in social media.What’s more, with the continuous dissemination of technology and means, the internet is extremely developed in today’s era, media information has also entered a new stage. Subsequent social networks were created on the cornerstone of the Internet, and the spread of media information entered another branch, a branch based on social networks. Taking Weibo as an example, this paper also analyzes the characteristics and ways of media information media, as well as the profound impact on social media, and a series of coping strategies in face of social media.

Citation

1. Maryanne Gaitho.2017.What is the real impact of social media?Retrieved from

https://www.simplilearn.com/real-impact-social-media-article

2. Sue Burzynski Bullard.2013.Social Media And Journalism:What works Best And Why It Matters.Washington, D.C.

3. Matthew Hudson.2017.What is Social Media?Retrieved from

https://www.thebalance.com/what-is-social-media-2890301

4. Sabuj Kundu.2014.Microblogging Pros and Cons.Retrieved from

https://codeboxr.com/blogs/microblogging-pros-and-cons/

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