Integrating the advantages of traditional media, apart from transmitting information simultaneously through images, text and sound, new media has greatly strengthened receivers’ initiative. With new media, the driving-audience communication under traditional media has become audience-driven. Carrying the new features of equality and interaction, mass communication is de-massified. The fundamental transformation and upgrading of information collection and storage mode based on media technology has started a revolution in the accumulation, consumption, utilization and scale of information. Since the 21^st century, the springing up and rapid development of such electronic media as new media have reconstructed the daily life content and behavioral pattern of social individuals while changing’ people’s ideology. On the other hand, it is further changing the world pattern and affecting the process of globalization. The purpose of this dissertation is to clearly define the concept and form of new media, explore various social functions of new media from the perspective of social management and then put forward effective management strategies and measures for new media based on a full understanding of new media and its functions.