The survey results are highly standardized and objective, which implicitly guides public opinion and avoids public disgust. When the equal spirit of the network is integrated into the social and cultural category, it seems that everyone has become so individual and there is no room for others to dictate. Therefore, the way the media speak seems to be more and more hidden, because only in this way can we achieve better results. The online survey is accurate and standardized, and the results are intuitive and easy to understand, which is a relatively objective and fair embodiment. If we do a good job in the design of topics and the analysis of results, and make proper use of people's conformity psychology, we can achieve a good hidden guiding role. The design is convenient and flexible, the feedback speed is fast, and it is not limited by time, space and region, with low cost and short cycle. The design of online survey questions is convenient and flexible, with more or less answers. Many surveys have only one question. We can quickly design an online survey for current hot issues, get feedback from netizens at the first time, quickly modify or propose new survey topics on the basis of analyzing the survey results, and take advantage of its fast feedback speed to further form interaction and guide public opinion. A survey on a highly visited web page can often get a lot of feedback within a day or two, and the statistics of the results can be carried out immediately. It has obvious advantages in data collection and arrangement, which is not only fast, complete and accurate, but also not limited by time and space and region. These are unmatched by traditional investigation methods. In addition, the biggest advantage of online survey is that it reduces the additional cost and contact cost of survey implementation and shortens the survey cycle. It is impossible for traditional survey methods to conduct special surveys just to get people's views on one or two individual issues, so the relative cost is too high. However, it takes a long period from designing the questionnaire to issuing the questionnaire, and finally making statistics and analysis of the results, and these shortcomings can be overcome through online investigation. Choose the right topic for the news website "speech" and pay attention to the analysis and interpretation of the survey results. Because of the equal and free atmosphere of online information exchange, the respondents of online survey were a group of volunteers from the beginning. "Volunteering to fill in the report" and "volunteering to answer" themselves mean that these people are not representatives of samples randomly selected by science. Although there are many people, it is impossible to infer the whole. Judging from the actual situation on the Internet, this group has obvious characteristics, such as urbanization, higher education, etc. Their opinions are difficult to be truly representative in the sense of population, while the sampling survey in traditional surveys can ensure that the opinions of a small number of people can replace those of the target group. The theoretical assumption is that this small number of people are randomly generated in the group and are mathematically scientific. Therefore, in the design of online survey topics, we should pay special attention not to choose too many topics that require high randomness of samples, such as per capita income. It is best to mark the words "for reference only" on each questionnaire, which will give people an objective and formal feeling. In addition, the survey results should be analyzed scientifically, even if only the last sentence is commented, it can play a good role in guiding public opinion, and sometimes one or two humorous conclusions can also play an unexpected role. Enhance the accuracy of survey data and improve the public's trust in online surveys. Online surveys are conducted under invisible conditions, and it is difficult to guarantee the authenticity of the answers. However, this does not mean that online surveys cannot be scientific, accurate and reliable. In order to make online survey, a new media voice, mature as soon as possible, we now need to make greater efforts and put forward higher requirements for ourselves. The first step is to rely on its trust in the public to improve the accuracy of the survey data and lay the foundation for guiding public opinion. Make network survey news and expand the communication effect of network survey. There may be many people who don't necessarily notice the online survey or are not interested in the click results. Therefore, editing and publishing the online survey results in the form of news can further expand the communication effect of online survey and attract people to participate in the survey. Only when more people participate, the result is more likely to be close to the real situation and better guide public opinion. With its unique tools and means, news websites make the investigation not only time-saving, labor-saving and money-saving, but also convenient and fast. At first, they made a report form of online investigation news. Later, this form of reporting based on online survey results also appeared in online special editions, columns and special programs of traditional media such as newspapers, television and radio, and many of them were about people's feelings, public opinions and social public opinions. Compared with traditional media, the network has many advantages in reflecting public opinion because of its powerful interactive function. Sina.com and other websites can click the "comment" link after each news item to enter the forum on the theme of this activity, which has changed the state of scattered BBS topics. These websites, which appear as "neutral communication platforms", reflect the public opinion and social public opinion in many news events by providing public speech space. Article organizer paper net: www.bfblw.com