Social communication innovation is an important aspect to strengthen and innovate social management. Currently, the effect of administrative blog, a newtype media tool, used by Chinese Government does not attain the expected goal, the reason for this includes the factors such as subjective consciousness problem and the limitation of network publicity and so on. At new media era, governments and public officials should take the advantage of administrative blog to realize effective social communication and should make efforts to explore the consolidation of institutional construction, information quality promotion, and digital difference reduction and so on. 