Brief introduction of Nanyang net

In recent years, with the support of party committees and leaders at all levels, Nanyang Net has been brave in practice, pioneering and innovating, and has embarked on a unique road of innovation in network culture construction.

First, strengthen the construction of network culture, occupy the network propaganda position, and walk out of a news communication mode of linkage of three-level website clusters in cities, counties and townships.

(A) the integration of news information resources, the construction of three-level website cluster

1. Integrate county and township Internet news information resources. First, in 2005 and 2006, Nanyang Net integrated and opened 13 county and city subnets, such as Wolong, Wancheng, Tongbai and Dengzhou, and successively equipped the county and city subnets with news editors. Second, in the past three years, more than 80 township subnets of 10 counties and cities have been integrated and opened, and village-level webpages of township units and villages under their jurisdiction have been produced by various township websites; Third, in the past two years, the TV news online project of county and city TV stations was launched, and 10 counties and cities realized TV news online.

2. Build a municipal comprehensive information platform. According to the local conditions in Nanyang, Nanyang.com has successively produced and opened 19 specialized channels such as Nanyang Community, Nanyang Culture Network, Government Online, Nanyang Tourism Network, Health Network and Food Network, covering all aspects of information in Nanyang. At present, the total number of pages of this 19 professional channel has reached more than 500,000, and the number of hits can be equally divided with the news pages in Nanyang.com, making it a "living map" for Nanyang netizens online.

(2) Innovate the publicity management mechanism, occupy the online publicity position, and form a three-level management system for online news.

1, implementing the "three unifications" of domain name, design and production and server management. First, in order to facilitate foreign exchange, each website has its own independent domain name and Chinese name, but in order to integrate, enlarge and strengthen, the domain name of each website jumps to the second or third domain name of Nanyang Net, realizing the actual domain name unification; Second, all websites are designed and produced by Nanyang Net in a unified way, so that the tone, system and style are relatively unified; Third, all websites are placed on the Nanyang Web server, which is convenient for unified management in terms of technology and security.

2. Form a three-level network news dissemination system in cities, counties and townships. There are three news release channels for Nanyang Net: first, the news editor of Nanyang Net releases news through the backstage of the main station; Second, county and city subnets and township editors publish news through the backstage of each subnet; Second, more than 9 10 reporters in the city released news through the backstage of the reporter station.

On the editorial team, there are more than 10 news editors on Nanyang Net alone. In fact, with 13 county and city network editors and township subnet administrators, there are more than 190 full-time and part-time website editors and management teams providing news information management services, forming an office management model for running news websites remotely.

3. Establish and improve a strict news review mechanism. In column management and audit, first, the main news of Nanyang Net implements three-level audit procedures, namely, column news editor, news department director and website director. The second is to divide the news between counties and cities into four levels, namely, county and city news editing, network leadership, Nanyang network news director and news department director. Third, it is stipulated that township editors only have the right to enter news, and the four-level audit procedure is the same as that of county and city news.

4. Establish and improve the incentive mechanism for online news release. In the management of news propaganda in counties and cities, combined with the actual situation in Nanyang, the "Internet news propaganda work evaluation plan" was formulated, and the news scoring notification system was implemented. Every two months, the press releases of counties and cities are ranked according to scores, and distributed to county and city district party committee secretaries, county and city district heads, county and city district party committee deputy secretaries, propaganda ministers, ministers in charge, and network leaders. Based on this, the annual selection of advanced units of Internet news propaganda not only improves the enthusiasm of online publishing, but also strengthens the construction of correspondents and commentators.

(3) Strengthen the construction of three teams of network editors, correspondents and commentators, and improve the quality and level of network news propaganda.

1. Establish "QQ Group for Network Editing". First, regularly reprint articles about online news editors and conduct online training; Second, you can exchange new skills found in editing practice and realize * * * enjoyment; Third, the auditor will publish the mistakes of individual editors at any time to play a warning role.

2. Carry out news selection activities to improve the quality of original news. The monthly, quarterly and annual good news selection activities were carried out, and the good news was selected through online voting and judges' scoring, and it was listed on Nanyang honor list. And gave some rewards. At present, the number of correspondents has grown to 9 13, and more than 220 articles are published every day. These original news accounts for more than 80% of the local news of Nanyang Net.

3. Hire a special commentator. A team of more than 80 commentators was formed, and 13 outstanding personnel were selected and hired as special commentators of Nanyang Net. We will actively participate in news commentary writing by holding commentator experience exchange meetings, professional training, solving certain remuneration and other forms.

Second, establish an interactive platform and set up four teams to attract local netizens and expand social influence.

Last June, 1 1, Nanyang Net set up an interactive platform-Nanyang Community Forum to meet the needs of the rapid development of network interaction in our city. Since the forum was established nearly a year ago, the registered members have exceeded13,000, and about 3,000 posts have been posted every day. It has become an influential forum in Nanyang. The specific approach is:

1, hold a live forum to attract netizens. Nanyang community has more than 80 moderators in 64 columns/kloc-0 in 8 districts, forming a three-level management system of president, district head and moderators. On the one hand, we often organize the selection activities of outstanding district heads and moderators to mobilize the enthusiasm of these managers; On the one hand, we often carry out some outdoor entertainment activities to form the cohesion of netizens who love the community.

2, do live people's livelihood complaints column, so that netizens' emotions can be dispelled. From a certain point of view, Nanyang community, as the official forum of the municipal government, is a public sandbag for Nanyang netizens to vent their emotions and dissatisfaction. Netizens are emotional, just blow two punches at the sandbag to vent, or vent elsewhere. Therefore, a column on people's livelihood complaints was specially set up for netizens to talk about and complain. In dealing with the problems reflected, first, actively guide major or hot issues involving the municipal party Committee and the municipal government; Second, let netizens reflect general problems, and also send netizens reporters to track and feedback some problems in a targeted manner to solve problems and make netizens feel at home here.

3. Establish a netizen reporter tribe to collect and write the first hot news. In today's internet age, netizens can post people and things happening around them online. Everyone is a reporter. Although they are unprofessional, they can't help talking. In order to guide them not to talk nonsense, to speak better, to write and publish events objectively, accurately and truly, Nanyang. com used the experience of Dahe. com for reference, and in April this year, it set up Nanyang netizen reporter tribe, recruited a group of members who were progressive in political thought and brave in promoting social integrity as netizen reporters, and issued a unified interview certificate that could be queried online. Up to now, there are more than 60 netizen reporters/kloc-0, with 5 to 8 people in each group, a total of 24 groups. In addition to organizing training regularly, they are also required to help improve in groups, select once a month, and record good news on the Internet. At present, these people have become an important force active on the internet and an excellent group welcomed by ordinary people in reality, which is called a beautiful landscape in Nanyang. Recently, I wrote the Song of Nanyang Blog, which was gradually sung on the Internet.

4. Establish a team of commentators and correctly guide online public opinion. Nanyang. Com has established a team of more than 80 commentators. On this basis, nearly 20 people were selected to form a lean team, and different commentators at different levels were used for comments and guidance. In view of the more radical emotions of netizens on the forum and the big problems that can't be solved at the moment, we can guide them through various skills and methods such as role conversion, contradiction transfer, mutual comparison, avoiding the heavy and avoiding the light. In response to emergencies, the experience gained in work practice is that we should firmly grasp the three key time periods: the information outbreak period within 3 hours, the deep communication period within 10 hours and the relative stability period within 24 hours, and release different news facts according to the needs of netizens in different periods for effective guidance. Since the beginning of this year, it has effectively guided five major emergencies, such as the explosion of the "3.6" happy community in Nanyang community, the poisoning of Tanghe students and the death at the entrance of the municipal party Committee, to ensure that there is no widespread hype on the Internet.

In short, through the platform of Nanyang Community, Nanyang Net attracts local netizens through the interweaving of forum management team, netizen reporter team and commentator team, realizes a high degree of consistency and organic unity of the interests of the party and the people, and expands social influence, and is well-known in Nanyang Community and many counties and townships.

Third, self-reliance, pioneering and innovative, and embark on a market-oriented news website entrepreneurial road.

At the end of 2004, the leaders of the Propaganda Department of the Municipal Party Committee decided to make Nanyang Net relatively independent and conduct market-oriented operation. In the past five years, Nanyang Net has grown from two computers with three people and a half room to 19 people with four departments and offices, five servers and other fixed assets of nearly one million yuan, which is the space and opportunity for Nanyang Net to grow and develop.

(A) to cultivate compound talents to adapt to the market

1, strictly control the recruitment of compound talents. What Nanyang? What com needs most is versatile compound talents. Therefore, three conditions are strictly controlled in recruitment, namely, news editing ability, website design and production ability and public communication ability.

2. Strengthen training and improve comprehensive quality. Focusing on news editing, network technology and business operation, we regularly and irregularly carry out monthly news evaluation, technical competition, keynote speech, business scenario simulation and other activities to continuously improve our comprehensive ability; At the same time, the work will be refined and quantified, and the comprehensive evaluation will be made, which will be linked with the bonus to achieve the effect of encouraging the advanced and urging the backward. Now, everyone has become a generalist in several years of rolling and honing.

(two) the courage to innovate and open up a variety of income-generating channels.

1. Integrate network resources of counties, cities and towns to increase income. First, at the time of integration, Nanyang Net designed and produced websites for them in a unified way, charging a fee lower than the market; The second is to charge a certain domain name fee, website enclosure fee and space fee every year.

2. Contract the design and production of business websites for the society. In the past five years, I have made friends from all walks of life and made more than 160 websites for party and government departments, enterprises and shops. , and provide them with venues to rent, in order to achieve the purpose of income.

3. Develop online advertising business. Taking advantage of the largest traffic and social influence of Nanyang Net in Nanyang, we will carry out advertising services such as commercial website promotion, product sales, image display and so on in the advertising space of each channel, homepage and content page of Nanyang Net.

4. Organize Internet publicity activities. Over the past few years, we have successively launched "Mobile Phone Cup" activities, campus singer grand prix, online interviews and other activities, and earned income through joint sponsorship and corporate sponsorship.

5. Agency business. Combined with the actual situation, we have acted as an agent for various Internet services such as website domain name, real-name application and Baidu advertisement.

The road of marketization has made Nanyang Net walk out of the predicament, gradually adapt to it in practice, embark on a benign operation track relying on the continuous development of the market, and embark on an independent development model without the backing of the traditional media economy.

Fourthly, the inspiration and thinking of Nanyang Net's innovation model.

(A) identify the current combination of network culture construction and network news dissemination, and form a scale effect.

The central and provincial "two offices" documents have repeatedly emphasized that "the main task of network culture construction and management is to build an ideological and cultural communication platform with extensive influence." But how and in what way? It has been a topic of discussion all over the country for a long time. Nanyang Net integrates and manages all kinds of network cultural information resources such as economy, tourism, characteristic industries and folk customs in cities, counties and villages in an all-round way, which truly constitutes an online ideological and cultural communication platform with wide influence. Not only that, but also the powerful propaganda function of news websites is extended to counties and townships, forming a three-level publishing and communication system of news propaganda, and solving the problem of "occupying local network positions with correct public opinion". Therefore, this platform has become the combination point of network culture construction and network news dissemination, which not only solves the problem of little network interference and no one clicks in the network culture construction, but also solves the problem of "dead network" built by some people but ignored by others through timely news updates.

We can firmly believe that with the rapid popularization of the Internet and the continuous enrichment of the content of Nanyang Net, a comprehensive website cluster, it will surely become the "information treasure house" of Nanyang's network culture, prop up half of Nanyang's network culture construction, become an "aircraft carrier" leading Nanyang's network culture construction, and produce greater social effects for establishing a good network image of Nanyang.

(B) The three-level news dissemination matrix of the network cluster forms a joint force of remote network operation, which strengthens the mining of original news.

In the website group of Nanyang Net, the news center, correspondent station and 19 professional channel constitute the municipal communication system, 13 county-level network constitutes the county-level communication system, and countless township subnets constitute the township-level communication system. Each website in these three systems has its own development area and space in the horizontal direction, and has various connections with each other in the vertical direction, thus forming a network matrix focusing on news information dissemination.

In this network matrix all over Nanyang County, all websites have corresponding news editing and news gathering teams. On the one hand, each website has its own backstage management and responsibility authority, each editor can edit and publish news anytime and anywhere through the computer, and each correspondent can also input his own news into the backstage for editing and auditing, so as to realize the remote networking of news websites and form a joint force and strong propaganda power of "everyone paddles the boat"; On the other hand, nearly a thousand correspondents are all over Nanyang, shuttling between Nanyang 1 1 10,000 people. They can collect and write news events around them anytime, anywhere, and publish news online anytime, anywhere, which not only improves the timeliness of news, but also publishes exclusive news, strengthens the excavation of original news, changes the bad habit of copying news websites, and enhances the vitality of news websites.

(3) Building and managing simultaneously, and creating a new mechanism for network news propaganda and management.

"Insist on paying equal attention to construction and management, strengthen management in construction and promote development in management" is one of the principles of network culture construction and management in China. In website construction, Nanyang Net always puts management first. In news auditing, we have established and improved the auditing system for all kinds of news at all levels, and conducted training exchanges through "editing QQ group". In the county and city news propaganda management, the "Internet news propaganda work evaluation plan" was formulated, and the news scoring notification system was implemented; Internal management, work scores, comprehensive assessment of all staff, linked to bonuses; In the management of correspondents and commentators, monthly, quarterly and annual good news selection activities were carried out and special commentators were hired.

The establishment and benign operation of these systems not only ensure that such a huge website cluster can run the network and pipe network according to law, but also promote the healthy development of the website cluster through benign and effective management, enrich its healthy and upward cultural information and enhance the influence of positive public opinion, and gradually form the backbone of this network culture construction.

(D) news websites based on the market, to carry out a variety of business, is the basis for development.

Over the past five years, Nanyang Net has really exercised itself, grown itself and achieved itself in the market. They contact the market and cultivate compound talents who adapt to the market; They are in line with the market, doing all kinds of business within their power, gaining a firm foothold and gradually becoming bigger and stronger. The market development of Nanyang Net gives us an inspiration: both large news websites and local news websites have their own survival market and development space, and the market is the foundation of development. As long as you dare to enter the market and stand at the forefront, you will be able to find gold in the market and become bigger and stronger.

(5) It has opened up a new way for local news websites to develop independently without relying on traditional media.

At present, China's news websites are in the early stage of development, and traditional media are needed to give a lot of original news in terms of news sources; In terms of development, it needs the support of government funds or traditional media. However, the practice of Nanyang Net proves that, on the one hand, they can make up for their original news and create their own news characteristics by relying on large-scale website clusters and nearly a thousand correspondents; On the one hand, they can rely on market operation, self-reliance and independent development. It is precisely because of these things that they gradually lost the handrails of adults, grew from a toddler to a "little adult" who walked independently, and realized the organic unity of social and economic benefits. It can be said that Nanyang net has opened up a brand-new independent development mode for local news websites without relying on traditional media such as newspapers and television.

(6) The necessity of survival and the feasibility of development of local news websites in China are explored.

In recent years, the country is also relaxing moderately, trying to develop and manage news websites at the prefecture and city levels. According to the actual situation in Nanyang, Nanyang has a population of more than 1 1 10,000, which is equivalent to half of Taiwan's population and similar to Belgium, Greece, Hungary and other countries. In such a populous city, how to do a good job in the construction of network culture, how to occupy the propaganda position of network culture with correct public opinion, and firmly grasp the initiative of network culture development, it is impossible to develop a large-scale propaganda position of network culture, especially. From the development of Nanyang Net, this kind of news website cluster development mode and three-level management mode linked by cities, counties and townships is a successful attempt to occupy the position of network culture propaganda, which is not only necessary but also feasible.

In short, in recent years, Nanyang Net has taken the road of website clustering and marketization, which is an innovative road for the development of online media in China. Although it has just started and many aspects are not perfect, this innovative model has certain practical significance for the necessity of survival and the feasibility of development of local news websites in China, which is worth learning.