Abstract: This paper excavates the attitude tendency and main views of media reports and netizens on the event of elephants' northward movement in Yunnan Province, explores the legal awareness of wildlife protection and the degree of popular science education of netizens or the public, in order to find a network platform suitable for public opinion guidance of wildlife protection. The public opinion on the event of elephants' northward movement in Yunnan Province is taken as the research object. Research data acquired through data crawling tool and the public opinion are analyzed from the perspectives of emotion analysis, cluster analysis and social network analysis, in order to explore the development of public opinion.The research results show that online public opinion data are mainly gathered on three platforms, which can be used as the main platform for public opinion guidance in the future. The convening of the COP15 conference reversed public opinion and played an important role in guiding public opinion. The public's awareness of wildlife protection laws is weakand efforts of relevant government departments are insufficient in science popularization education; therefore, it is necessary to strengthen the network communication capacity of public opinion on wildlife protection. Based on the research results, we put forward suggestions on wildlife protection and public opinion guidance.