近年来,新媒体快速崛起。以微博、微信为代表的社交媒体成为中国网民所使用的一种重要的互联网信息交流工具,它在为人们的生活带来便捷的同时,信息的快速传播也为谣言、危机的产生提供了渠道。因此,在新媒体时代下,政府和企业应如何利用微博来平息负面舆论,化解危机就显得尤为重要,而这也是本文所要探讨的内容。 In recent years, the rapid rise of new media. Social media represented by Weibo and WeChat have become an important Internet information exchange tool used by netizens in China. While it brings convenience to people’s lives, the rapid spread of information also provides rumors and crises channel. Therefore, under the new media era, how the government and enterprises should use microblog to quell the negative public opinion and resolve the crisis is particularly important, and this is also the content of this article.