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In this study, the concept, basic theory and application of the management of social media in major public health emergencies were expounded with the management of social media in the novel coronavirus pneumonia as the breakthrough point. With the related reports or information of the novel coronavirus pneumonia as the analysis sample, the role of social media in the pandemic was discussed from multiple aspects and perspectives by using the method of content analysis. On this basis, the management strategies of social media in major public health emergencies were further proposed.