摘要
Abstract
Objective Taking the WeChat official account of"Tongjiang Disease Control"as the research object,understand its operation status and communication effect,analyze its demographic characteristics and content communication characteristics,and explore the precise operation strategy of the WeChat official account of county-level disease control institutions.Methods Through the statistical function of the WeChat public platform,the user analysis,menu analysis,content analysis and other data from 2019 to 2023 were collected,the WeChat communication index(WCI)was calculated,the operation status of the WeChat official account of"Tongjiang Disease Control"was described,the user characteristics and content characteristics were further analyzed.Results There are 26 263 users on the WeChat public account of"Tongjiang Disease Control",including 11 812 males(44.98%)and 14,352 females(54.65%);from 2019 to 2023,a total of 1 099 graphic messages were published,with a total of 1 900 214 reads,and the overall WCI from 2019 to 2023 was 571.67;a total of 37 articles with more than 10,000 reads exceeded 10 000,with news such as new crown epidemic announcements accounting for 75.68%.Conclusion As the WeChat official account of a county-level disease control agency,although the WeChat Communication Index(WCI)is greater than 500,in-depth analysis reveals issues such as an imbalance in content distribution,a misalignment between traffic and user needs,and'false prosperity'in its operations.It is recommended to optimize operational strategies in the future by reconstructing the communication effectiveness evaluation system,improving the quality of articles and images,stabilizing user numbers,optimizing promotional plans,and returning to public attributes,thus completing the transformation from'traffic'to'effectiveness'.关键词
县级疾控机构/微信公众号/微信传播指数(WCI)/传播效果Key words
County level disease control agency/WeChat public account/Wexin Communication Index/Communication effect
