主流媒体利用社交平台提升传播力与经营力的对策分析  

Analysis of Strategies for Mainstream Media to Enhance Communication and Business Power through Social Platforms

作　　者：孙锦铭 Jinming Sun(Innovation and Development Research Center of China Media Group,Beijing)

机构地区：[1]中央广播电视总台创新发展研究中心,北京

出　　处：《新闻传播科学》2024年第4期951-960,共10页Journalism and Communications

摘　　要：随着社交媒体的迅猛发展,主流媒体面临着前所未有的机遇与挑战。如何有效利用社交平台,提升传播力与经营力,成为主流媒体亟待解决的问题。本文通过对国内外头部社交媒体平台的发展现状、平台特征、算法、运营规则及商业模式的深入分析,结合国外媒体机构在社交平台上的传播案例,提出了国内主流媒体应如何借助社交媒体平台,提升传播效能以及探索经营模式的突破,实现传播力和经营力的双重提升。With the rapid development of social media,mainstream media is facing unprecedented opportunities and challenges.How to effectively utilize social platforms to enhance communication and business power has become an urgent issue for mainstream media to address.This paper conducts an in-depth analysis of the development status,platform characteristics,algorithms,operational rules,and business models of leading social media platforms both domestically and internationally.By combining the communication cases of foreign media organizations on social platforms,it proposes how domestic mainstream media should leverage social media platforms to enhance communication efficiency and explore breakthroughs in business models,achieving a dual enhancement of communication and business power.

关 键 词：社交平台 传播力 经营力 社交媒体算法 商业模式 

分 类 号：G20[文化科学—传播学]