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随着政务微博的兴起,政府通过微博与民众互动成为官民沟通的一种创新形式。政府微博具有获取民众诉求的便捷性、回应效果的扩散性以及回应形式多样化的优点。但政府微博并未完全发挥出它的效能。文章在分析政府微博作用的基础上,指出当下政府微博在内容、互动性和标准化程度方面存在的问题,提出创新回应形式,突出回应主题;树立微博营销理念,建设微博经营团队;构建政务微博回应机制,提高制度化水平的应对策略。
With the rise of government microblogging, the government has become an innovative form of communication between officials and citizens through interaction between microblogging and the public. Government microblogging has the convenience of obtaining people’s appeal, the diffusion of response effect and the advantages of diversified response forms. However, the government microblogging has not fully demonstrated its effectiveness. Based on the analysis of the role of government microblogging, the article points out the problems existing in current government microblogging in terms of content, interactivity and standardization, puts forward innovative forms of response, highlighting the theme of response, establishing the concept of microblogging marketing, building a microblog management team, Constructing Responsive Mechanism of Government Weibo and Improving Coping Strategies for Institutionalization.