With the increasing influence of the Internet today, party and government organs, enterprises, institutions and academic institutions at all levels are paying more and more attention to the monitoring, research and guidance of Internet public opinion, and the Internet has become one of the important new platforms for the Party and the government to govern the country. Relevant institutions affiliated to People's Daily began to explore intelligent search engines and online public opinion research in 26. In 28, public opinion monitoring Room of People's Daily Network Center was formally established (People's Daily public opinion monitoring Room after 21), and Beijing People's Online Network Co., Ltd. (People Online) and public opinion monitoring Room were established in 29.

Luo Hua, vice president of People's Daily Online, is the director of People's Daily Online public opinion monitoring Office, Dong Mengjun, deputy editor-in-chief and general manager of People's Daily Online, and zhu huaxin, deputy general manager and editor-in-chief of People's Daily Online, is the secretary-general.

At present, public opinion monitoring Office has more than 1 public opinion analysis researchers with professional backgrounds such as communication, sociology, economics, public management, mathematical statistics, etc. Under the leadership of People's Daily and People's Daily, and under the guidance of experts and scholars from China Academy of Social Sciences, Peking University, Tsinghua University and other units, it has formed a relatively complete network public opinion monitoring theoretical system, working methods, working procedures and application technologies. We can monitor the online version of traditional media (including central media, local media, market-oriented media, and some overseas media), website news posts, online communities/forums /BBS, micro-blogs, personal blogs of online "opinion leaders", websites and other major carriers of online public opinion for 24 hours, and make professional statistics and analysis to form monitoring analysis and research reports.

public opinion monitoring's office founded the first public opinion professional channel of the national key news website-People's Daily Public Opinion Channel, published the only internal reference with the official issue number "Internet Public Opinion" in China, and undertook a lot of research work on online public opinion and crisis management. Including the National Soft Science Research Program "Research on public opinion monitoring of Science and Technology and Image Communication", the 211 National Social Science Fund's major project "Research on the Construction of Public Opinion Response and Effect Evaluation Information Platform", the National Social Science Fund's project "Trends of Social Thoughts in China in 21", and the online public opinion part of the annual Social Blue Book of China Academy of Social Sciences (27 -213).

Since p>29, public opinion monitoring Office has regularly released the recommended list of local response to online public opinion, the list of online cultural hotspots, the list of central enterprises' response to online public opinion, the confidence index of public opinion, the research report on enterprise's response to online public opinion and reputation management, and the index system of online public opinion of central enterprises. It puts forward some new ideas, such as China has entered the era of mass microphone, emergency handling is "golden four hours", local online forums are the shortest way for the government to listen to public opinions, cultivating "opinion leaders" within the system, and the network "forces" China's reform, etc., and compiles practical reference books such as public opinion case base and public opinion analyst's manual. In addition, public opinion monitoring Office has long provided consulting services for many central and local party and government organizations, enterprises, and social groups on hot public opinion events, online media crisis public relations, and so on.

People's Daily Public Opinion Channel was listed as "Tribute Media" in 29 by Southern Weekend and southern window, and was listed as an annual column/channel of "Chinese Media Festival" in 21 by Tencent. The Blue Book of New Media, published by China Academy of Social Sciences in July 21, pointed out that the launch of People's Daily Online Public Opinion Channel shows that the CPC Central Committee and mainstream media attach great importance to and support the supervision of online public opinion, indicating that the supervision of public opinion on news websites not only goes far beyond the supervision of traditional mainstream media, but also has become a promoter and practitioner of China's democratic system in the new media era.

Since 21, public opinion monitoring Office of People's Daily Online has set up a special corporate public opinion department, which has intensified the research and development of corporate public opinion, and formed a series of research results, especially the Report on the Network Reputation of Central (National) Enterprises, the Report on the Network Reputation of Enterprises and the Report on the Network Reputation of Entrepreneurs, which aroused strong social repercussions. At the same time, we also developed a series of products such as "Corporate Public Opinion Case Library" and "36 Rules for Corporate Crisis Response" to provide professional suggestions for large and medium-sized enterprises. In addition, in view of the current situation of public opinion in the industry, six public opinion analysis reports on energy, finance, communications, household appliances and food were compiled to provide consulting services for many enterprises, institutions and social groups. Since 211, the Department of Corporate Public Opinion has started to participate in such topics as "Evaluation System of Network Publicity Effect of Central Enterprises", and launched such achievements as "Scoring System of Corporate Crisis Response Ability" and "Public Opinion Index System of Central Enterprises".

In p>21, public opinion monitoring Office of People's Daily Online developed and improved an Internet public opinion monitoring system with personalized and vertical monitoring functions. Based on the propagation law of online public opinion, the system timely and comprehensively monitors domestic and foreign news websites, forums, newspapers, television, radio, well-known blogs and Weibo, and on this basis, carries out data grabbing, mining, clustering, analysis and judgment, so as to facilitate public opinion workers to obtain public opinion quickly and improve the level of public opinion management and public opinion guidance. Public opinion monitoring platform covers five public opinion support systems, namely, ministries (discipline inspection), provincial (city) level, city (city) level, county (city) level and public opinion support systems for listed companies, central (national) enterprises, foreign enterprises and private enterprises, and realizes the functions of network reputation management, public opinion monitoring, early warning of sensitive information, internal risk management evaluation, real-time tracking of emergencies and evaluation of publicity work for customers.