科技期刊微信公众号推文内容运营状况调查与分析

Analysis on content operation of WeChat official accounts of scientific journals

【目的】探究科技期刊微信公众号内容运营中的规律性因素,为科技期刊有效开发社交平台、提升推送服务水平提供参考与建议。【方法】基于大样本调查的方法,利用内容分析、统计研究等社会科学方法,考察科技期刊微信公众号推送服务的整体状况、推送文章的内容特色。【结果】科技期刊微信公众号推文的内容类型相对固定,专业性色彩较浓;但推送服务总体上不活跃。利用纸刊内容的比例与推送服务的活跃性之间存在正相关关系。【结论】科技期刊开展推送服务、提升传播力的前提是信息的持续供给。而纸刊刊载的研究成果及其合理转化,恰是维系推送内容运营稳定发展的重要资源。

[Purposes]The paper aims to explore the regularity factors of content operation which would be useful as a reference for effectively developing social media and promoting the push service levels of scientific journals. [Methods]Based on the method of large sample surveys,we adopted quantitative research methods to explain the overall situation of push service and content characteristics of push articles. [Findings]The contents published by WeChat official accounts of scientific journals have fixed types,and are often related to subject features of scientific journals. But the push services are generally inactive. There is a significant positive correlation between the proportion of paper content and the activity of push services. [Conclusions]The preconditions of scientific journals which could promote the push services and improve the communication ability are continuous supplies of information. The achievements in printed editions and their reasonable conversions are important resources to maintain stable development of the content operations.