Abstract: [Purpose/Significance] This paper aimed at evaluating information exchange efficiency of fire-fighting microblogs, in order to guiding information exchange and promoting the information exchange efficiency in emergency management. There are two primary innovations in this paper. First, compared with the existing research on emergency management and DEA methods, the existing research on the application of government microblogs in emergency management mainly focused on qualitative research. The research on DEA method focused on the performance evaluation of enterprises and banks. This paper used the DEA method to quantitatively analyze the efficiency of information exchange in emergency management. Second, this paper used the DEA method to divide the efficiency of fire-fighting microblogs into two parts: DEA effective and non-DEA effective, and comprehensively explored measures to improve efficiency from these two parts. [Method/Process] This paper took the highest level of fire-fighting microblogs officially certified by the provinces, autonomous regions and municipalities as the research resources. In order to do this research, an indicator system based on current influence of government microblog and the efficiency of communication was constructed; DEA-BBC model was used to measure the efficiency of fire-fighting microblog information exchange; the micro and macro influencing factors of fire-fighting microblog information exchange efficiency were identified; finally some measures were put forward to improve the efficiency of information exchange on fire-fighting microblogging. DEA is a non-parametric test method commonly used for enterprise performance and efficiency evaluation in management science. It can be used to evaluate decision-making units of multiple input indicators and multiple output indicators. Beyond that, the decision-making results of the method are not affected by the dimensions of input indicators and output indicators. This method also does not need to make weight assumptions, so it can provide more objective analysis results to make contribution to refining more effective improvement measures. [Results/Conclusions] The information exchange efficiency of the fire-fighting microblogs was generally rated as the medium level. It is better for us to arrange various inputs of the microblog account reasonably, and make full use of resources, which could improve the efficiency of information exchange. In addition, the operation of fire-fighting microblogs in different regions should be based on regional characteristics and period characteristics; local governments ought to strengthen network infrastructure construction and resource investment to eliminate the "digital divide"; government agencies should improve management systems, standardize the words and deeds of netizens and the daily work of relevant personnel. Microblog plays an important role in emergency management, which is also a necessary condition for the vigorous development of China's Internet governance.

Key words: emergency management, government microblog, fire-fighting microblog, efficiency measurement, influencing factors