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1、SocialMediaTheoryBasedStudyonEnterpriseContentCommunicationStrategyABSTRACTWiththerapidchangingoftheInternettechnology,"decentralization"becomesthedistinctivecharacteristicofWeb2.0.SocialMedia,generallyidentifiedbytheemphasisonUser-generatedContentandConsumer-generatedMedia,playsam
2、oreimportantroleinpeople’sdailysocialactivitiesandinterpersonalcommunicationwithmorefar-reachingimpact.Moreandmoreenterpriseschoosetoreleaseinformationthroughsocialmediainordertoachieveprofit-makinggoalsofmarketing,brandbuilding,word-of-mouthspread,customermanagement,andculturalout
3、put.However,thegapbetweensocialmedia’sdisseminationcharactersandenterprises’disseminationbehaviorsandgoalsleadstoaresultfarcryfromenterprises’expectation.Thispaper,withthebasisonthispracticalproblem,studiesenterprises’contentcommunicationstrategyintheenvironmentofsocialmediafromthe
4、perspectiveofenterprises’interest.Thisarticle,throughcombingthecharacteristicsofsocialmediacommunicationtheories,describesthebasicmodelofsocialmedia’scontentcommunicationbasedontheinterpersonalcommunicationmodelof“JohariWindow”,andanalysescontentcommunication’smotivation.Afterrevie
5、wingandsummarizingthecustomeranalysismethodsand“communicationelement”theoryinintegratedmarketingcommunicationandcreativecommunicationmanagement,thispaperputsforwardthreecommunicationstrategiesinsocialmediaenvironmentonthebasisofrespectfortheattributivecharacteristicsofsocialmediait
6、self.Enterprisecontentcommunication’suserstrategyinsocialmediaenvironmentinsistsontheprincipleofusersfirstwhileevaluatingenterprises’communicationbehaviors.Ittriestoidentifyandsetupthecommunicationelementsbetweenenterprisesandusers,takingboththecontent’sformandintensionanddifferent
7、socialhabitswhileusingdifferentinternetapplicationsintoaccount.Thecreationstrategyfocusesonrespecting“ConsumerGeneratedMedia”andcreatingcontenttogetherwithusersinordertointegratethe“JohariWindow”.Thevaluestrategyanalysesenterprises’contentspread’sdepth,extentandefficiencyintheenvir
8、onmentofsocialmedia,andbui
