民间公益组织社会化媒体使用现状及优化策略

摘要

社会化媒体因其交互性、草根性、多元性、即时性等特征逐渐成为民间公益组织募捐、志愿者招募、对外传播、知识管理和增强自身透明性的新途径。文章基于民间公益组织社会化媒体使用现状的数据分析及存在的主要问题进行了研究，提出民间公益组织需要在建立网络社区、明确运用目的、定位传播受众和传播方式以及线上线下相结合并在社会化媒体传播效果评估和共享机制等方面进一步优化。%Social media have gradually become the new approaches for NGO fundraising, volunteer recruitment, external communication, knowledge management and enhancing of transparency because of its interactivity, grassroots, diversity, instant characteristics. In this paper, based on the data analysis of the current situation of the use of folk public welfare organization in social media and its main problems,we propose that folk public welfare organization need to establish a network of community, clear the aim of application, locate audience and the spreading methods, as well as the combination of the online and offline and further optimization of the evaluation of social media spread effect sharing mechanism.