“新媒体”时代最大的变革在于打破了传统媒体单向传递的特质,建立起“倾听”与“对话”的机制。对于公共关系工作来说,倾听用户在社交媒体上的声音,是创造互动的第一步,也是最容易被忽视的一步。“倾听”也就是我们常说的媒体监测,在社交媒体时代被公认的最大挑战有两点:第一,信息的准确性;第二,声音权重的衡量。曾有一个略显大胆的预测,即未来5年内将有80%的新闻稿由计算机撰写。这从一个侧 The biggest change in the era of “new media” lies in breaking the one-way transmission characteristics of traditional media and establishing a mechanism of “listening” and “dialogue.” For public relations work, listening to users’ voices on social media is the first and most easily overlooked step in creating interaction. Listen This is what we often call media monitoring. There are two major challenges recognized in the age of social media: first, the accuracy of information; and second, the measure of voice weight. There was a somewhat daring prediction that 80% of press releases will be written by computer in the next five years. This from one side