Community engagement is public communications

– what are the benefits of a diverse and inclusive PLN in social media sharing that understands where you are coming from with messaging that impacts the community?

In order to increase your presence on social media, you need to work hard to create high-quality content, usually the quality of the content is more important than the quantity.  Find ways to provide value or new insights to your customers so that they are more willing to choose you over your competitors.  Because of the short content of social media, it is possible to directly produce short information about what you see and hear without going through deep thinking in the brain.  At the same time, information can be released in real time through web pages, clients, mobile phone text messages, mobile clients, instant messaging tools, emails, etc.  Therefore, social media takes a very short time from information production to release, and it can even be said to be instant broadcast.  For the audience, the need for instant information exceeds the need for in-depth information mining. They pay more attention to continuous and rolling reports of news, and emphasize the speed of information update.  Due to the limited capacity of social media information publishing systems (such as Weibo), information publishers can pay more attention to the selection and processing of information, making it easier for the audience to find important information in this short 140 words, and summary news is increasing.  The more refined it is, the more it emphasizes the value of news.  The concise and concise nature of social media information enables people to judge whether the information is valuable and worth reading in a short period of time without spending a lot of time, so that more information can be obtained in a shorter period of time.

With the emergence of social media such as Twitter and Facebook, interpersonal communication has found a point of integration with mass communication.  Its unique “node-broadcast” mode of communication has opened up a brand-new mode of communication.  Internet users are accustomed to record and share opinions and publish new things in the form of “short messages”. The cultivation and formation of this habit of use will in turn have an impact on the way information is expressed, especially from one-way linear communication mode to  Change of node interaction mode.  This concept is bound to have a further impact on future news.  For example, the current generation of “SMS news” and “communication news” shows that the audience is adapting and creating new news production and distribution methods.

The communication effect of social media can be examined from two dimensions: microscopically, the effect of targeted communication is significant, information is transmitted based on the identity of real friends, and the audience’s feedback is timely.  The rise of community groups has increased the stickiness within this group. Within the group, a piece of information will spread very quickly.  At the same time, interpersonal communication on social media is more inclined to form “weak link” interpersonal relationships.  The American sociologist Grano 9-9 Witt put forward the hypothesis of “the strength of weak ties”.  He believes that weak ties tend to connect people with high heterogeneity to the actors themselves, acting as a “relationship bridge” to communicate with different groups, and it is easy to transmit non-repetitive information between different groups and expand the transmission of information.  Scope, can achieve a better spread effect.  On the macro level, social networks are a new platform for information dissemination, and the way in which a large number of ordinary users participate in information dissemination is changing the form of media and public opinion.  Nowadays, the implantation of mobile media has made it more convenient for the audience to contact social media, which has invisibly increased the stickiness of social media audiences and made the dissemination of information faster.

Compared with traditional media, the interactive, personalized, immediacy, and intelligent characteristics of social media have determined that audiences are more and more favored by it, thereby increasing the public’s dependence on it.Social networks are not only changing the global Internet market, but also changing the lifestyles of consumers.  According to data, in China, more than 45% of people have the habit of reading BLOG every day, while 33% of people insist on updating their blogs.  In the past six years, the time spent online by Chinese netizens has doubled, and both network-based applications and the function of obtaining information have shown a diversified state.The data of the new-generation market monitoring agency shows: “From the perspective of the average contact time of consumers of various media, the weekly contact time of other media except the Internet is slowly decreasing, and the average contact time of TV has dropped the most. For example,  The weekly contact time for newspapers dropped from 5.9 hours to 4.8 hours; broadcasting dropped from 10 hours to 8.4 hours; TV dropped from 25.3 hours to 22.8 hours; and the time consumers spent on the Internet increased from 10.2 hours to 16.4 hours.”