摘要
目的本文主要研究医院如何利用微博这一新媒体平台应对舆情危机。方法主要采用案例分析法,研究2015~2016年期间微博危机事件的发展走势以及特点,并以社会学、心理学理论为基础,提出解决方案模型。结果医院舆情危机有事件来源与扩散媒介转为网络、事件发生的不确定性、事件传播的速度快范围广、爆料者的目的非善意、事件内容片面失真、网民负面评价倾向性等特点。结论微博时代将医院应对舆情危机分为2个阶段,即日常维护阶段和危机应对阶段。在日常维护阶段,医院舆情监测小组要履行日常形象维护与日常舆情监测的职责。在危机应对阶段,要经历危机预警、危机诊断、危机处理与危机总结与思考4个步骤。
Objective How to make good use of micro-blog, the new media platform, to deal with the public crisis, is worth thinking and attention. Method The case study method is used to analysis microblog crisis trends and characteristics during 2015-2016. Solutions were proposed based on sociology and psychology theory. Result Characteristics of hospitals＇ public opinion crisis are： the event source and diffusion media transferring to the network, events uncertainty, event propagation＇s fast spreading and wide range, a source of non bona fide, event content＇s one-sided distortion, the netizen of negative evaluation tendency. Conclusion The two stage of hospital dealing with public opinion crisis at the micro-blog age are： daily maintenance phase and crisis response phase. During the daily maintenance phase, the public opinion monitoring group of the hospital should daily maintain image of the hospital and monitor public opinion. During crisis response phase, there＇re four steps to handle the crisis： crisis warning, crisis diagnosis, crisis coping and crisis summarizing.
出处
《中国卫生信息管理杂志》
2017年第3期506-509,共4页
Chinese Journal of Health Informatics and Management
关键词
官方微博
舆情危机
应对方法
Hospital official Micro-blog
Crisis characteristics
Solution
