# Applications of Advanced Analysis Technologies in Precise Governance of Social Media Rumors
## 3 A Conceptual Framework of Social Media Rumor Precise Governance
### From the Perspective of Public  
The public who participated in the process of rumor spreading and refuting can be divided into the following: (a) rumor spreaders-people who believe in false rumors and spread them; (b) rumor believers- people who believe in false rumors (but not spread); (c) rumor unbelievers--people who do not believe in false rumors; (d) refuters--people who do not believe in false rumors and take the initiative to clarify the rumors. In the process of rumor spreading, platforms and agencies which react to false rumor exert an influence on the public. Further, at the same time, the rumor is also constantly influencing the public's perception.  
It is necessary to distinguish the information expression preferences of different groups of people and different media. The research published by [PERSON] et al. in Science [63] showed that humans themselves were the main factor in the viral spreading of rumors--people tend to read tweets that are in line with their emotions and attitudes, and think that information that is consistent with their beliefs is more convincing. Therefore, in the face of the existing reception dilemma of refutation information, crowd identification and feature analysis should be realized through big data analysis for different types of false rumors. The main purpose of crowd classification is to push information more accurately based on the characteristics of different groups. For example, to push the refutation information about false commercial rumors to people interested in commercial areas. For users who like to watch videos, platforms can push refutation information with videos; for users who like to read articles, platforms can push refutation information with links to detailed articles. In this way, targeted refutation methods can be designed for potential rumor spreaders/refuters/believers/unbelievers, which is conducive to expanding the acceptance of true news and suppressing the spread of false rumors and is also significant to realizing rumor precise governance.  
Through analyzing the three-way support for the precise governance of social media rumors, we propose a conceptual framework as shown in Figure 6.  
It can be seen that the rational understanding of rumor, the clear classification of the public, and the scientific evaluation of rumor governance platforms and agencies are viable directions for the precise governance of social media rumors. We can achieve precise rumor governance only if we (1) achieve a rational understanding of rumors in the governance process, grasp the modes and characteristics of various types of false rumors dissemination, and focus on large-scale spreading false rumors and recurring false rumors; (2) clearly classify the public, extract the characteristics of various groups of people such as rumor spreaders/believers/refuters/unbelievers and govern according to different groups; (3) achieve a scientific evaluation of governance participants and identification of key factors that improve governance effectiveness and capabilities.