论“平安北京”政务微博运作特点及其现存问题

The Operation Characteristic and Present Problem of the Government Microblog＂Peace Beijing＂

2010年微博问政以来，新浪政务微博活跃度、传播力、影响力不断高速增长。政务微博的重要价值在于优化微博舆论生态，拓宽官民沟通渠道，为社会活血化瘀。本文对最有影响的政务微博之一“平安北京”采用抽样调查和个案研究法，研究发现“平安北京”很好地依托首都政治中心，发布内容形式丰富的微博，也具有国际服务意识。但仍存在互动不足和影响力稍弱等问题，建议利用微博交互平台，并着力品牌培育等建议。

Since microblogs being used to discuss politics in 2010, the liveness, transmissibility, and influence of government micro blogs on Sina.com have improved. The great value of government micro blog lies in optimizing public opinion ecology of micro blog, widen communication channel of government official and the public, and solving society problems. One of the most influential government microblogs “Peace Beijing” is taken as an example in this article with sampling survey method and case study method. The result is that “Peace Beijing” delivers micro blogs that abundant in both content and form with the advantage of capital and political center. And it has the consciousness of international service. But it has the problem of lack of interaction and influence. I give the advice to make more use of the micro blog interactive platform and pay more attention on brand cultivation.