At present, the number of mobile Internet users in China is nearly 900 million. Under the new historical conditions, online public opinion is an "important variable" we are facing, which is directly related to the social image of the tobacco industry. This urgently requires us to attach great importance to cyberspace while carrying out tobacco news propaganda with confidence, grasp the opportunity, degree and effect of public opinion guidance seriously, make it clear, strengthen network public opinion management with Internet thinking, grasp the initiative of public opinion management, and do a good job in public opinion monitoring.

First, correctly understand the objective laws of online public opinion.

We should treat network voice objectively and rationally.

On the one hand, we must clearly realize that consumers' spit is to improve the rumors of products; Complaints from retail customers are a guide to improving services; The demand of grass-roots employees is the direction of improving management; The supervision of news media helps to maintain norms. These grievances should be sparse and not blocked. We must humbly help the masses solve difficulties according to the law and regulations, and strive to turn doubts into praises.

On the other hand, the "eyeball economy" in the new media era will also give birth to negative information that distorts the facts. Coupled with the misunderstanding, misreading and misinformation of a few public or media, the harm cannot be underestimated. In this regard, we can neither ignore it, let it go, nor deal with it rashly or rashly. On the basis of full investigation and evidence collection, formulate a scientific and perfect response plan. Specifically, it is necessary to respect public opinion, restore the facts and establish the public trust of the industry; Solve doubts and doubts, interact sincerely and build network affinity; Correct voice, active guidance, and improve the persuasiveness of rumors.

Second, methods and strategies to deal with online public opinion

The key to dealing with online public opinion is to grasp the key links such as monitoring, prevention, control and guidance, find the right methods and calmly deal with them.

Perfect public opinion monitoring. Relying on the technical guidance and support of the customized public opinion monitoring system of Duoruike Public Opinion Data Analysis Station, the public opinion management department should not only "erect an antenna", be familiar with current affairs and political hotspots, grasp the operating characteristics of the industry, and lock in the focus of frequent public opinions, but also "be grounded", pay attention to the mainstream voices and negative emotions of netizens, and do a good job in information collection and data collation with Internet thinking.

Strengthen analysis and judgment. In-depth investigation and sorting out the public opinion incidents of letters and visits in the past, regularly study the major public opinions, key situations, tendentious problems and emerging problems in important social conditions and public opinions, focus on the information of reports and complaints in key areas such as cadre management, work style construction, labor and employment, standardized management, material procurement and civilized law enforcement, and put forward targeted investigation and handling opinions. Regularly inform the public opinion trends of different regions and departments, explain the risks and harms, lessons and experiences, countermeasures and measures, and help enterprises and employees draw inferences from one another and build a strong defense line.

Promote information disclosure. Starting from meeting the legitimate, perceptual and reasonable information needs of the masses, we should quickly investigate the truth, release information efficiently, guide public opinion with authoritative voice, and condense positive energy conducive to the harmonious development of enterprises. In line with the change of communication pattern brought by "Internet plus media", we should improve the news spokesperson system, explore new government media such as WeChat and Weibo, enhance the interaction and mutual trust among media enterprises, make the mainstream public opinion bigger and stronger, and enhance the responsible industry image.

Strengthen source governance. Adhere to the principle of "who is in charge, who is responsible, who has an accident, who handles it", take the involved units and responsible departments as the first responsible subjects, clarify the boundaries of powers and responsibilities, strengthen the bottom line thinking, and ensure the implementation of the State Council requirements. Public opinion management should be considered from the overall situation and included in the "one-vote veto" item of target assessment. With strict standards, hard leverage and practical requirements, all units are forced to cherish their reputation and maintain the pure land of public opinion.

Third, build a long-term mechanism for network public opinion management.

Network public opinion management must pay attention to standardized operation, programmed control and standardized disposal, build a long-term control mechanism, and promote crisis resolution and treat both the symptoms and the root causes.

Network public opinion monitoring requires real-time, comprehensiveness and accuracy. Duoruike public opinion data analysis station can meet the three major elements of the system public opinion information service market, namely, real-time: the earlier the public opinion is obtained, the greater the space left for response and disposal, while the development of online public opinion is often explosive, and the opportunity is fleeting. Once the best opportunity is missed, it will be regretted; Comprehensiveness: Internet public opinion is a little easier to attack, not as good as the rest, with a large amount of information, and it is easy to ignore many important information; Accuracy: under the condition of massive information, how to accurately grasp the core of the problem and not be trapped by interference is the key to making a correct judgment.

Improve the communication mechanism for reporting. The prime time to deal with public opinion is within 24 hours. The first thing to find online public opinion is to do a good job in investigation, verification, reporting and communication. For major public opinion events, it is necessary to quickly assess the impact and report to the superior in the first time according to the procedures, so that all levels can make scientific decisions and give guidance and help on the basis of mastering sufficient information.

Improve the investigation feedback mechanism. The rumor ends with the truth. Timely publication of the results of the incident investigation will help turn the crisis into an opportunity. However, fact-finding cannot be done overnight, and delay is inevitable. To this end, we should not only control the heat and grasp the direction, but also control the progress and grasp the rhythm, so as to create opportunities and strive for initiative for the investigation. The conclusion of the investigation should be objective, fair, impartial, well-founded and convincing, so as to avoid causing controversy again and brewing second public opinion.

Improve the joint defense linkage mechanism. Network public opinion management is a systematic project, which must be coordinated by all staff. Functional departments at all levels should establish the idea of "playing a game of chess", give full play to their professional advantages, solve problems in coordination, and form an overall joint force to deal with online public opinion. It is necessary to cultivate employees' thinking and ability to pay attention to public opinion and find public opinion, and insist on finding signs, early warning and prejudging from daily work such as market research, inspector complaints, letters and visits, and legal risk prevention and control, so as to promote the advance and overall prevention and control of online public opinion management.

Improve the classification and disposal mechanism. Internet public opinion is frequent, but we can't catch our eyebrows and beards. We must prioritize and classify them effectively. According to the release carrier, dissemination speed, the number of online comments, public opinion response and other indicators, the public opinion information is divided into different levels, and a differentiated disposal plan with clear standards, standardized procedures and appropriate authorization is formulated. For serious online public opinion events, it is necessary to quickly start emergency plans, establish rapid response measures, form a realistic strategic caliber, and ensure that online public opinion is handled efficiently.