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本文以上海“12·31”外滩拥挤踩踏事件为例，采用案例分析法、描述统计法、内容分析法和比较分析法，对与该事件紧密相关的当地政务微博和政务微信“上海发布”“上海黄浦”“警民直通车—上海”和“警民直通车—黄浦”的运营情况进行了研究与分析，考察了政务微信、微博的信息发布情况、政府形象的协同治理情况、政务微博与政务微信的配合情况以及舆论引导状况四个方面，并尝试对政府如何利用“两微”进行多元主体协同治理政府形象提出一些对策和建议。
<<Illustrated by the case of Shanghai “12·31” Crowded Stampede，this paper does some research and analysis on the local Government Microblog and Government Wechat which connect this event closely，with the use of methods of Case Analysis，Descriptive Statistics，Content Analysis and Comparative Analysis. After investigating the information diffusion on the Government Microblog and Government Wechat，the multiple governance of government image，the collaboration between Government Microblog and Government Wechat，as well as the guidance of public opinion，this paper attempts to put forward some strategies and suggestions on the governance of government image by making use of the linkage of Government Microblog and Government Wechat and diversification of management.
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