微博社会公益传播作为一种新型的公益传播形式,凭借信息传播的便捷、快速、高效等优势吸引了越来越多的受众参与,但信息的无节制传播也导致一系列问题的出现。微博社会公益传播涉及主体众多,对公益传播的效果也产生了影响。新时期,微博公益主体应当各司其职,提高自身的传播素养,同时加强与政府的合作,强化对公益微博传播的管理力度。 As a new form of public welfare communication, microblogging social public interest communication attracts more and more audience relying on the advantages of convenience, speed and efficiency of information dissemination. But the uncontrolled spread of information also leads to a series of problems. The social media coverage of Weibo involves many subjects and also has an impact on the effectiveness of public communication. In the new period, the main body of Weibo public welfare should perform its own duties to improve its own propaganda and literacy, strengthen cooperation with the government and strengthen the management of public Weibo distribution.