With the rapid development of information technology in our country, Weibo has become an important carrier for the dissemination of public opinion on emergencies, greatly affecting the speed and scale of public opinion dissemination. Sudden Weibo public opinion incidents are characterized by no warning, no correlation and sporadicity, and management measures after the outbreak of public opinion have a lag in time and space. Therefore, for governments and enterprises, when facing sudden Weibo public opinions, the speed of discovering public opinions and the amount of data collected will directly affect the effect of subsequent public opinion processing.

Dissemination of public opinion on Weibo

? For Weibo information, only simple operations are needed to focus on the characters in Weibo news. For forums and news The content in Weibo can be forwarded anytime and anywhere, so Weibo is characterized by simplicity and ease of operation. In addition to providing users with such a convenient user experience, it also makes the spread of Weibo public opinion faster and more irregular.

? Once a major event occurs, anyone can quickly send information on Weibo. For example, after the super typhoon Lekima that just passed, everyone expressed their sympathy for the firefighters on Weibo. They are the warriors on the front line to fight disasters. "#火狐队made instant noodles at 11 o'clock in the evening and didn't eat them until the early morning of the next day", "#He sat on the roadside and swallowed the 11th bun". These Weibo messages spread on Weibo at the speed of a viral explosion. Netizens on Bo Hot Search and Weibo also expressed their opinions without hesitation or retweeted or liked it.

How to detect public opinion in time?

?So if the hot search on Weibo is a piece of negative or sensitive information, will the relevant departments or companies allow public opinion to ferment uncontrollably? Should we wait until the outbreak is complete before we deal with it?

?Currently, there is software on the market that specializes in monitoring and analyzing public opinions on Weibo. For example, Sina Public Opinion Communication, which exclusively owns Sina Weibo’s full authorization for government affairs public opinion data, can target emergencies and events on Weibo. Conduct tracking multi-dimensional public opinion events and dissemination analysis on hot events, and issue detailed big data public opinion reports. The following article focuses on the keywords "Shanghai Disney + Response + Prohibition + Diet" as an example to use big data to interpret public opinion.

According to statistics from the Sina Public Opinion Big Data Platform, 18,572 pieces of information collected from Weibo between 2019/08/11 14:53 and 2019/08/12 14:53 were analyzed. Analyze in depth. The peak of Weibo volume occurred on 2019/08/12 09, with ***6742 related Weibo comments on that day.

(Picture source: Sina Public Opinion Communication)

As can be seen from the picture above, the breaking point of the entire incident was 19:00 on August 11, 2019, and the data of media types were more prominent. . Coupled with originality and media attention, the development of the matter has been pushed to a high point.

(Picture source: Sina Public Opinion Communication)

As can be seen from the above figure, "forbidden", "Shanghai Disney", "bring your own food" and "response" account for the highest word frequency. According to statistics from the Sina Public Opinion Big Data Platform, netizens have also expressed their opinions on Shanghai Disney’s ban on bringing outside food, and hope that Shanghai Disney will have an official response.

(Picture source: Sina Public Opinion Channel)

The picture above shows the comments and reposts of opinion leaders, which have aroused outrage from netizens. The core communicator masters the source of public opinion dissemination on Weibo.

(Picture source: Sina Public Opinion Channel)

“There is no amusement park in China anymore” and “Hahahahahahahahahaha what I was going to say” have the highest proportions, respectively. Accounting for 17% and 11%, it is not difficult to see that netizens are dissatisfied with Shanghai Disney’s ban on bringing food. Analysis and proportion of netizens' opinions, accurately grasping the scope of social sentiment, and providing important data basis for subsequent public opinion research and judgment. In addition, Sina Public Opinion Communication big data analyzes netizen sentiment, blogger analysis, geographical distribution, equipment distribution and other multi-angle details to present the trend of Weibo public opinion communication.

?The protagonist of this incident is Xiao Wang, a legal professional. When his rights and interests may have been infringed, he bravely took up legal weapons to seek an explanation for himself. Although a mere 40 yuan is a small amount, it is time to give some clarification on Shanghai Disney’s random bag searches and overpriced food in the park. I hope this matter can come to a fair conclusion as soon as possible. Xiao Wang and the majority of consumers are waiting for Shanghai Disney officials to give everyone a reasonable response.

To view more data, log in to the official website of Sina Public Opinion Communication at www.yqt365.com and search the entire network for keywords such as events/people/brands. Government and enterprise users can register for free.