社交媒体在大媒体平台中充当枢纽地位,将信息进行碎片化传播和即时反馈,同时优质内容引发的互动还能够带动用户自建UGC的产生,反向对中心化媒体进行补强。在多媒体时代,营销不再是一个单向度的过程,而是需要一个多维度、整合性的过程来实现,现如今人们的“注意力”在各个屏幕上流转,电视、电脑、手机、平板、户外大屏等等,每一个屏幕就好比互联网生态圈中的一环, Social media plays a pivotal role in the big media platform, fragmenting information and instant feedback, and the interaction triggered by high-quality content can also drive the generation of self-built UGC and reinforce the reverse-oriented centralized media. In the multimedia era, marketing is no longer a one-way process, but requires a multi-dimensional, integrated process to achieve. Nowadays, people’s “attention” circulates on various screens. Television, computers, mobile phones , Tablet, outdoor big screen and so on, every screen is like a part of the Internet ecosystem,