媒体微信公众号传播力评价研究——基于20个陕西媒体微信公众号的考察

Communication Capability Assessment of Media WeChat Public Number:A Research Based on 20 Media We Chat Public Numbers in Shaanxi

为了挖掘微信的信息传播潜力,优化媒体微信公众平台建设,研究基于媒介传播力视角,运用层次分析法,构建了平台设计、内容呈现、消息回复模式、推送频次、传播程度为准则的媒体微信公众号传播力评价体系,用Delphi法构造判断矩阵,同时确定指标权重。以20个陕西媒体微信公众号为例进行实证研究,研究发现推送内容、粉丝规模、菜单设置、线上线下互动是提升传播力的关键。

Aimed at optimizing the media WeChat Public Number construction based on the characteristics of WeChat information dissemi- nation, from the medium communication capability perspective, this paper established the communication capacity evaluation system of media WeChat public numbers, using platform design, content rendering, reply nmssage mode, push frequency and degree of transmission as the guidelines. The paper constructed a judgment matrix via the method of Delphi and determined the index weight. 20 media WeChat public numbers in Shaanxi were selected for an empirical analysis, it was found that content rendered in push effort , the quantity scale of fans, menu settings, online and offline interactions were the keys to promoting the communication capability.