Abstract:

 Media organizations’microblog has become one of the most active groups of the sina microblog platform,this article makes the quantitative and qualitative analysis about 10 influential state-run media microblogs, and discusses from three aspects, including the basic overview, the editorial strategy and operational skill, the trend of development. It mainly discusses the three aspects of editorial strategy and operational skill from the spread of“text”, the choice of“topic”and interaction of“group”,in order to provide theoretical guidance and experiential reference for the operation of state-run media microblogs and other media microblogs.