The organizational functions of the People’s Daily Online Public Opinion Monitoring Room

Today, with the growing influence of the Internet, party and government agencies, enterprises, institutions and academic institutions at all levels are paying more and more attention to the monitoring, research and guidance of Internet public opinion. The Internet industry has become an important part of the party and government. One of the important new platforms for governing the country. Relevant institutions affiliated with the People's Daily began to explore intelligent search engines and online public opinion research since 2006, and formally established the People's Daily Internet Center Public Opinion Monitoring Room in 2008 (after 2010, it was the People's Daily Online Public Opinion Monitoring Room). Beijing People's Online Network Co., Ltd. (People's Online) was established as "one organization, two brands" with the Public Opinion Monitoring Office.

The director of the Public Opinion Monitoring Office of People's Daily Online is Luo Hua, Vice President of People's Daily Online. The deputy director is Dong Mengjun, deputy editor-in-chief of People's Daily Online and general manager of People's Online. The secretary-general is Zhu Zhu, deputy general manager and editor-in-chief of People's Online. Huaxin is in charge.

Currently, the Public Opinion Monitoring Room has more than 100 public opinion analysis researchers with professional backgrounds in communication, sociology, economics, public affairs management, mathematical statistics, etc., working in the People’s Daily, Under the leadership of the People's Daily Online and the guidance of experts and scholars from the Chinese Academy of Social Sciences, Peking University, Tsinghua University and other units, a relatively complete set of theoretical systems, working methods, operating procedures and application technologies for online public opinion monitoring have been formed, which can analyze traditional Media online versions (including central media, local media, market-oriented media, and some overseas media), website news posts, online communities/forums/BBS, microblogs, online "opinion leaders" personal blogs, websites and other major carriers of online public opinion are conducted 24-hour monitoring, and professional statistics and analysis, to form monitoring analysis research reports and other results.

The Public Opinion Monitoring Office established the first professional public opinion channel on a national key news website - the People's Daily Online Public Opinion Channel, published the only domestic internal reference with the official publication number "Online Public Opinion", and undertook many Research work on Internet public opinion and crisis management, including the National Soft Science Research Project "Research on Science and Technology Public Opinion Monitoring and Image Communication", the 2011 National Social Science Fund major project "Information Platform for Public Opinion Response and Effect Evaluation of Public Security Incidents" Construction Research", the National Social Science Fund project "China's Social Thought Dynamics in 2010", the online public opinion section of the Chinese Academy of Social Sciences' annual "Social Blue Book" (2007-2013), etc.

Since 2009, the Public Opinion Monitoring Office has regularly released the "Recommended List of Local Ability to Respond to Online Public Opinion", "Ranking of Internet Cultural Hotspots", "Ranking of Central Enterprises' Online Public Opinion Response Ability", and "Public Opinion Confidence Index" , "Research Report on Enterprise Internet Public Opinion Response Capabilities and Reputation Management", and research results such as the Internet Public Opinion Index System of Central Enterprises, it is proposed that China has entered the "public microphone era", the "golden 4 hours" for emergency response, and local online forums are the key for the government to listen to public opinion New concepts such as the shortest path, cultivating "opinion leaders" within the system, and the Internet "forcing" China to reform, and compiled practical reference books such as a public opinion case library and a public opinion analyst's manual. In addition, the Public Opinion Monitoring Office has long provided consulting services to many central and local party and government agencies, enterprises, and social groups in response to hot public opinion events and online media crisis public relations.

The Public Opinion Channel of People's Daily Online was listed as the "Tribute Media" in 2009 by "Southern Weekend" and "Southern Window", and was listed as the annual column/channel in the "Chinese Media Festival" in 2010 by Tencent. The "New Media Blue Book" launched by the Chinese Academy of Social Sciences in July 2010 pointed out: The launch of the People's Daily Public Opinion Channel shows that the Party Central Committee and the mainstream media attach great importance to and support the supervision of online public opinion. It shows that the supervision of public opinion by news websites is not only far away. It has gone far beyond the news and public opinion supervision of traditional mainstream media, and has become the promoter and practitioner of China's democratic system in the new media era.

Since 2010, the Public Opinion Monitoring Office of People's Daily Online has established a specialized corporate public opinion department to increase research and development on corporate public opinion and have produced a series of research results, especially the "Research Report on the Network Reputation of Central (State-owned) Enterprises" ", "Corporate Internet Reputation Research Report", "Entrepreneur Internet Reputation Research Report", etc. have aroused strong social repercussions.

At the same time, it has also developed a series of products such as the "Corporate Public Opinion Case Library" and "36 Rules for Corporate Crisis Response" to provide professional corporate crisis response suggestions for large and medium-sized enterprises. In addition, based on the current status of industry public opinion, we organized and compiled public opinion analysis reports for six major industries including energy, finance, communications, home appliances, and food, and provided consulting services to many enterprises, institutions, and social groups. Since 2011, the Corporate Public Opinion Department has begun to participate in projects such as the "Evaluation System for Online Propaganda Effects of Central Enterprises" and launched the "Corporate Crisis Response Capability Rating System" and the "Public Opinion Index System of Central Enterprises" and other results.

In 2010, the People's Daily Online Public Opinion Monitoring Office developed and improved an Internet public opinion monitoring system with personalized and vertical monitoring functions. Based on the law of online public opinion dissemination, the system timely and comprehensively monitors domestic and foreign news websites, forums, newspapers, television, radio and well-known blogs and Weibo, and on this basis carries out data capture, mining, clustering, analysis and Research and judge, facilitate public opinion staff to quickly obtain public opinions, and improve the level of public opinion management and public opinion guidance. The public opinion monitoring platform covers five major public opinion support systems, namely, ministries and commissions (discipline inspection), provincial (municipal) level, municipal (municipal) level, county (city) level and listed companies, central (state-owned) enterprises, foreign enterprises, and private enterprise public opinion support systems. Customers realize functions such as network reputation management, public opinion monitoring, sensitive information early warning, internal risk management assessment, real-time tracking of emergencies, and publicity work evaluation and assessment.