科技期刊微信公众号3种运营模式分析探讨

Discussion and analysis of 3 kinds of operation patterns about scientific journals' WeChat public accounts

【目的】探索科技期刊微信公众号的成功运营模式和策略。【方法】对《暖通空调》《中国中药杂志》《金属加工》等3种科技期刊微信公众号2016年8月1日—31日的发文内容和点击量进行统计,分析不同定位下发文内容、表现形式、不同内容来源对点击量的影响。【结果】科技期刊微信公众号可在准确定位、以互联网思维思考的基础上,采用多媒体形式、注重内容原创和二次加工、善于策划和利用热点、缩短发布周期、组建专业运营团队等方法,成功运营微信公众号。【结论】科技期刊宜采用围绕服务刊物、报道专业技术;专注于科普和大众教育;围绕大行业背景+多媒体的形式等3种模式运营微信公众号,办出特色。

[Purposes] This paper aims to explore the operation successful patterns and strategies of scientific journals＇ Wechat public accounts. [Methods]Based on the contents and hits statistics of publications from 1 August 2016 to 31 August 2016,which were from the scientific journals＇ WeChat public accounts of Journal of HVAC,China Journal of Chinese Materia Medica and Metal Working,it analyzed the influence about the hits from contents / manifestations / different content sources under different positions. [Findings]Scientific journals can successively manage WeChat public accounts,if they have precise position,reflect on Internet thinking,use multi-media,focus on original and reworking contents,are good at planning and using the hot points,shorten publishing cycle,establish operation team and so on. [Conclusions]Scientific journals should use these methods to manage WeChat public account： tightly revolve around the journals and technology,focus on popularization of science and mass education and the whole industry background with multimedia. Scientific journals need to develop the characteristics of WeChat public accounts.