【 Purpose/significance】New social media provides users with a new platform for global social interaction and information in⁃ teraction. In order to ensure the high-quality development of social new media and spread the core values of socialism, the innovation of social new media information content and the research on the guidance mode of public opinion information are very important.【Method/process】Based on information management theory and public opinion guidance theory combined with social new media infor⁃ mation content innovation, this paper analyzes the factors that affect the innovation of social new media information content and con⁃ structs a public opinion information guidance model for social new media【. Result/conclusion】The main factors affecting the innovation of social new media information content include information subject, information object, information ecology, and information technol⁃ ogy. The scope of public opinion information guidance includes the collaborative and self-discipline guidance of information subjects, the service innovation guidance of information objects, the security and civilization guidance of information ecology, and the co cre⁃ ation and sharing guidance of information technology. Three public opinion information guidance paths are proposed, including value guidance, platform driven, and co construction and co governance.【 Innovation/limitation】This paper analyzes the overall framework of social new media information content innovation and public opinion information guidance, and further research is needed on informa⁃ tion interaction and information co-creation between users.