政务微博与政务微信应用比较及发展策略

Comparison of micro-blog and micro message in the e-government application and development strategy

微博、微信等网络新媒体的广泛应用为政府社会管理信息化提供了新的手段。在简述政务微博与政务微信发展现状的基础上,引入拉斯韦尔传播过程"5W"模式,对政务微博与政务微信的应用进行多维比较,结合二者发展趋势的分析,提出定位差异化、功能简捷化、账号矩阵化和运营规范化等发展策略。

Popularization of micro-blog and micro message has provided a new means for the informafization of government public ad- ministration. According to the current status analysis, the communication process of Lasswell ＂SW＂ mode is introduced, and multi- dimensional comparison is conducted on the application of miero-blog and micro message to e-government. Analysis of their develop- ment leads us to the following three strategies, positioning differentiation, function simplification, account matrix and operating standardization.