Yingjiang Earthquake Relief: Three major telecom micro-blog exerting force

Shang Yuhui This February 18 15:06, China Telecom opened the official microblog in Sina, March 2, the Chinese mobile in Sina opened the official microblog; March 2 18:10, China Unicom opened its official microblog on Sina and released its first voice microblog on March 3. So far, on the Sina micro-boping platform, the official microblogging of China's three major telecom operators has been highly interactive with the information published. The transmission of seismic disaster relief information of Yingjiang in Yunnan is the first test of the official microblogging communication force of the three major telecom operators in the emergency. March 10 12:58, China's Yunnan province of Dehong Dai and Jingpo Autonomous Prefecture Yingjiang County occurred 5.8 magnitude earthquake, focal depth of about 10 km. The earthquake caused the three major telecom operators in Yunnan Branch office space, computer room damage, a number of optical cable line interruption, many of the base station power outages, retreat.　　The disaster is an order, the three major telecommunications operators have responded quickly, and actively engaged in the earthquake relief work. The instant reaction of micro Bo speed How to effectively carry out seismic disaster relief information dissemination of Yunnan Yingjiang earthquake, and actively show the official micro-blog's outstanding communication force, it becomes the first test that three telecom operators in China have met since the official micro-blog was opened. After the Yingjiang earthquake, China's three major telecom operators, which settled on Sina Weibo, have played the dominant role of the official microblog and made a quick response. The author selects March 10 from 15 o'clock to 11th 3 o'clock in the morning this time interval three big telecommunication operators official micro-blog dissemination information, has carried on the brief analysis to it. The author found that during this period, the three major telecom operators have issued a number of information on earthquake relief in the communications industry, to the community to inform all sectors of communication in the field of earthquake relief work progress, and at the same time the brother unit of the earthquake relief to pay close attention. In the time interval I observed, the three major telecom operators in the official micro-blog issued a total of 32 micro-blog. Among them, China Telecom official microblogging response is the most rapid, on March 10 15:45 from Sina Weibo sent the first message. Since then, China Mobile's official microblog on March 10 16:05 in a micro-blog synchronous application issued its first microblog, the Chinese unicom Weibo on March 10 from Sina Weibo Weibo issued its first microblog. In response to the three telecoms operators, China Telecom's official microblog response was the fastest, while the remaining two also issued their first official microblog within one hours.　　It can be seen that in response to the information dissemination of emergencies, the official micro-BO real-time response to the spread of the speed and other advantages have been fully demonstrated. Micro-Bo Interactive communication Micro Bo is a typical mobile Internet applications, its outstanding communication characteristics lies in interactive communication. From March 10 15 o'clock to 11th 3 o'clock in the morning, the three official micro-blogs of telecommunications operations communicate and communicate with a wide range of stakeholders in an interactive manner. In the meantime, China Telecom official Weibo issued a total of 9 micro-blog, of which 1 for the forwarding form, 1 for the reply form, in addition to include 3 pictures and 1 audio links.China Mobile's official microblog issued a total of 9 micro-blogs, all of which are directly released, with pictures of 5. China Unicom's official microblog issued a total of 14 micro-blog, of which 5 for forwarding or comment forwarding form, but also the use of CC, picture 12. This shows that, whether it is the content of micro-blogging, or specific dissemination style, the official microblogging of three telecom operators are very rich information, which also showed the official microblogging information dissemination vitality. If you look at the last tweet released by the official microblog of three telecom operators from the night of March 10 to the early hours of 11th, it can be seen that the last of China Mobile's official microblog was synchronized with the microblog from March 10 22:30, while the last message of China Telecom's official microblog was released on March 10 22 : 54. The last message of China Unicom's official microblog was posted on March 11 02:57. This shows that three telecom operators of the official micro-blog information release has broken through the normal workflow, the dissemination of information work late into the night and the next morning, which explains the urgency of the telecommunications operators in the earthquake relief work, on the other hand also reflects the spread of micro-Bo and traditional media communication sharp differences.　　and these micro-blog received a considerable number of forwarding and comment, also fully embodies the micro-bo dissemination of the distinctive interactive features, indicating that this way of communication in time to meet the needs of all sectors of the community need to understand the relevant aspects of the situation, and has been a lot of netizens and related media organizations. Innovation Management Virtual team Currently, Weibo has become a typical mobile internet application that can not be neglected in the 3G era. The use of official micro-blogging forms of organizational communication has also become a temporary choice for various organizations. How to use the innovative mode to manage and operate the official micro-blog with important communication value, thus enriching the content and form of the Organization's communication, has become one of the important topics that the academia and the industry pay attention to. In the official micro-blog Innovation Management, China's three telecom operators have taken the pace of the seeker. The official microblogging of China's telecom operators the case of Yingjiang earthquake relief information in Yunnan Province shows that the three telecom operators in China attach great importance to the dissemination of the official Weibo in the new media environment, and explore the innovative management model adapted to it. On the other hand, telecom operators also have dedicated staff and virtual teams for official microblog management to maintain and disseminate information on the official microblogging service, which ensures that its official microblog can be disseminated in a timely, normative and effective manner according to the propagation rules of Weibo.　　Through a brief analysis of the communication process of the official microblogging information of China's telecom operators through the earthquake relief of Yingjiang in Yunnan Province, we can find that China's three telecommunications operators of the official micro-bo Overall performance is good, its reaction speed, communication ability and transmission mechanism in Yunnan Yingjiang earthquake disaster relief process through the official microblogging since the establishment of the first Test. (the author for the Communication University of Communications postdoctoral)