国际知名智库社交媒体传播特征及其启示

Characteristics of Social Media Dissemination by Internationally Renowned Think Tanks and the Enlightenment to Think Tanks in China

文章以《全球智库报告2020》中“2020年利用社交媒体和社交网络最佳智库”排行榜上的86家智库为研究对象,从社交媒体平台建设、信息发布、用户交互3个层面分析国际知名智库的社交媒体传播特征。平台建设方面,美国是利用社交媒体和社交网络最佳智库数量最多的国家;国际知名智库开通了极具异质性的社交媒体平台。信息发布方面,从发布时间来看,不同智库在不同社交媒体中的发文频次参差不齐;从发布媒介来看,大部分智库通过多元化的媒介发布信息;从议题设置来看,智库重点关注全球性的热点话题和国内的重要问题。用户交互方面,不同社交媒体的用户交互存在差异性。建议我国新型智库构建以官网为核心的辐射状社交媒体传播矩阵,培养专职管理智库社交媒体的专家型人才队伍,围绕全球热点与国内重要议题发布高质量信息,建立推动其运用国外社交媒体的保障与考核机制。

The 86 think tanks on the list of “2020 Best Use of Social Media and Networks” in the 2020 Global Go to Think Tank Index Report are selected as the research objects. This article analyzes the characteristics of social media communication by internationally renowned think tanks from three perspectives, i.e., social media platform,information release and user interaction. In terms of media platform,the United States has the largest number of think tanks with the best use of social media and networks. Heterogeneous social media platforms are created. In regard to information release,the frequency of post releases and media formats by different think tanks vary. But they tend to focus on global hot topics and important regional or local issues. In the aspect of user interaction,these think tanks interact with users on social media in different ways. It is recommended that Chinese think tanks should build a radial communication matrix with their official websites as the core,cultivate a team of experts dedicated to managing social media,release high-quality information on global hot topics and important regional issues,and establish assurance and assessment mechanisms to promote the use of foreign social media.