试论电视媒体利用微博的策略

摘 要：
在信息爆炸的网络时代，微博作为一种“随时、随地、随性”的信息平台而备受追捧。由Twitter始创，本土化的微博饭否、同学网微博、新浪微博、人民微博、网易微博、腾讯微博等相继进入微博市场，一场由“微博力”主导的信息传播方式变革正迅速蔓延，这对于电视媒体来说，既是挑战，更是机遇。本文主要从微博的定义、媒介特征及价值着手，分析了微博对电视媒体的影响，探讨在微博时代下，电视媒体该如何抓住微博“来袭”的机遇、实现“跨媒体”的合作，从而进一步提升自身的影响力。

关键词：微博 电视媒体 融合 互动 “粉丝”
Abstract
In the Internet age of information explosion, micro-blog as an "anytime, anywhere, anyhow" information platform and highly sought after. Founded by Twitter, localization of micro-blog like Fanfou, classmate net micro-blog, Sina micro-blog, people's micro-blog, Netease, Tencent micro-blog, entered the micro-blog market, a " micro-blog force" dominant mode of transmission of information revolution is spreading rapidly, the television media, since challenge, is an opportunity. This paper mainly from the definition of micro-blog, media characteristics and value to proceed, analysis of micro-blog the impact of television media, discussion on micro-blog era, the television media how to seize on micro-blog" incoming" opportunity, implementation " span " by the media cooperation, so as to further enhance its influence.

Key words：micro-blog  television media  interactive  integration  " fans"

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