我国公立医院官方微博地域差异比较研究

Comparative Study of Regional Differences of the Public Hospital Official Micro-blog in China

目的调研全国三级甲等医院官方微博的发展现状,分析比较7大行政区三级甲等医院新浪官方微博在发展中存在的不足之处,并提出解决方案。方法以全国所有三级甲等医院官方微博为基础调查对象,并按照行政区域对其进行划分(华北、东北、华东、华中、华南、西南、西北),实施网络的测量研究,采用比较研究法,将其指标数据进行量化分析。结果华北地区三级甲等医院官方微博建设率最高,建设率为38%;东北地区建设率最低,建设率为9%。表明医院微博开设率差异比较大;医院官方微博整体粉丝数量以及影响力偏低。微博粉丝数和微博关注数、博文数之间并不存在相关性关系,即微博粉丝数不会随着微博关注数和博文数增加而增加。结论粉丝数量以及"再传播"能力直接影响医院微博传播力,在发布内容方面应尽量符合粉丝偏好;医院之间应加强合作交流,缩小技术差距;应该借用意见领袖扩大官方微博的影响力。

Objective To research the official micro-blog development status of nationwide tertiary A hospitals, to analyze the disadvantages of official micro-blogs in 7 main administrative areas, and to propose the solutions. Method All nationwide tertiary A hospitals official micro blogs were regarded as the research subjects, which were divided into north, northeast, east, central, south, southwest and northwest regions according to administrative regions. Through the network, data was quantitative analyzed and its indicators were analyzed. Result The opening rate of the hospital official micro blogs in North China is the highest （38%）, while the South China is the lowest （only 9%）. It shows that the coverage rate is still relatively large among different blog-opened hospitals. Overall the number of hospital official micro-blog followers and impact are low. There is almost no correlation between the focused number of micro-blog and number of micro-blog followers, neither is no correlation between the number of micro-blog followers and the published number of micro-biog. That means the number of micro-blog followers won＇t follow the increasing of the focused number of micro-blogs and the number of published micro-blogs. Conclusion The number of fans and re-communication affect the ability of the hospital micro-blog communication. The content should meet the micro-blog followers＇ preferences. Hospitals should strengthen cooperation and exchange to narrow the technology gap. What＇s more, opinion leaders should be used to expand the influence of official micro-blogs.