Government new media is not only an important channel for closely connecting the government with the public, but also plays an important role in building a service-oriented government and other aspects. Standardizing the operation of government new media requires targeted measures and practical results, overcoming problems such as emphasizing launch over management and quantity over quality, and focusing on quality improvement and serving the people.

　　Recently, some government new media accounts of grassroots units have announced suspension and cancellation, and some government clients have also been declared offline, attracting considerable attention.

　　In the era of mobile internet, people spend increasingly more time on their phones. Government new media has emerged in response to this trend, and their number has continued to rise. They are not only an important channel for closely connecting the government with the public, but also play an important role in building a service-oriented government and other aspects. With a device in hand, people can grasp developments anytime and anywhere. "Data runs more, the public runs less" is turning from a concept into reality, and innovations such as "approval without face-to-face meetings" and "handling all matters on one network" make things more convenient for business entities.

　　However, government new media in some places also suffers from problems such as being excessive and overabundant, lacking management and control, and entertaining themselves, which have been criticized by netizens. For example, some publish inaccurate information and nonstandard expressions, and some have a relatively low proportion of original content, often giving only the impression of many meetings and busy leaders. While making additions, appropriately making subtractions and promptly shutting down and taking offline some government new media helps improve the communication effect of government new media, promote their development from "having" to "good" and "excellent," and also helps prevent and control "formalism at the fingertips."

　　Next, it is still necessary to take targeted measures and seek practical results, overcome problems such as emphasizing launch over management and quantity over quality, and ensure the standardized operation and healthy development of government new media.

　　On the one hand, avoid filling positions with unqualified personnel and ensure that people do not get lost online. In the information-flooded online space, how to make people find it, remember it, and know how to use it, maintain the activity of followers, and ensure that the public can learn about it in a timely manner, fully understand it, and deeply participate in it is a major problem that must be solved to promote the healthy and orderly development of government new media. There is no need to require every grassroots unit and every department to run an "official account," which helps allocate resources reasonably and effectively. For example, the General Office of the People's Government of Ningxia Hui Autonomous Region formulated detailed rules for the management of government new media, requiring efforts to be concentrated on making one main account better and stronger; multiple accounts opened on the same platform should integrate functions and be cleaned up and shut down; those opened on different platforms with similar functions, few fans, poor attention, and low utilization rates should be cleaned up and optimized; and those unable to be operated and maintained should be shut down immediately.

　　On the other hand, focus on improving quality and meeting audience needs. Recently, the author heard the person in charge of a department's government new media "complain" that some red-header documents drafted with great time and effort received only about 80 to 100 views after publication, with very few comments and likes. As an important carrier platform for government affairs openness, government new media often cannot do without columns such as leadership activities, interpretation of policy documents, and business developments, but what audiences need most is information and services that are more direct and more relevant to themselves. It is necessary to focus on government information involving the vital interests of the public and that business entities should widely know, proactively set topics, use forms that people enjoy such as pictures and videos, and lively "internet language," and strive to build a "government at the fingertips" that benefits enterprises and convenience the people and is full of highlights. At the same time, it is necessary to clarify positioning, concentrate efforts, implement requirements such as the "three reviews and three proofreadings" for information release, and, in accordance with requirements such as all-round supervision and full-coverage inspection, normalize and improve the professional level of the construction, management, and operation and maintenance of government new media.