疾控机构微信公众号运作实践研究

Research on operation practice for official accounts of WeChat in CDC institutions

目的分析广州市疾病预防控制中心"广州疾控i健康"微信公众号2018年度发布信息情况及其传播效果的影响因素,探讨疾控机构如何通过公众号进行有效健康传播。方法利用微信后台统计功能,收集2018年"广州疾控i健康"微信公众号推送的180篇文章用户信息,进行描述性分析,采用Logistic回归分析阅读量的影响因素。结果 2018年"广州疾控i健康"微信公众号粉丝数量为17.24万人,共推送文章180篇,总阅读人数为981 765人,总分享数为58 913人,总点赞数为10 423个。单篇阅读量过万的文章有15篇。阅读量主要来自两个方面,与公众号内操作行为有关的阅读人数为428 380人,占43.63%,与公众转发行为有关的阅读人数为336 781人,占34.30%。Logistic多因素回归分析,图文位置(OR=6.409,P<0.05)和文章类型(OR=11.272,P<0.05)是影响文章阅读量的因素。结论内容是疾控机构微信公众号发展的最重要因素,应以推送科普类的文章为主,同时加强与公众的互动。

Objective To analyze the articles released by the official accounts of WeChat "Guangzhou CDC i Health" in 2018 and the influencing factors of its dissemination effect,explore how CDC institutions could exert the effectiveness of health dissemination.Methods One hundred and eighty articles from "Guangzhou CDC i Health" in 2018 were collected for descriptive analysis by using the background statistics function of Wechat.Logistic regression was used to analyze the influencing factors of views.Results In 2018,the fans of Guangzhou CDC i Health were 1 724 000,and 180 articles were pushed.The total number of readers was 981 765.The total number of participants was 58 913,and the total number of points of approval was 10 423.There were 15 articles that have been read over ten thousand times.The reading amount mainly came from two aspects.The reading amount related to the operation behavior in public numbers was 428 380,accounting for 43.63% of the total reading amount,and the reading amount related to the public forwarding behavior was 336 781,accounting for 34.30% of the total reading amount.Logistic multivariate regression analysis showed that the location(OR= 6.409,P<0.05)and type of articles(OR=11.272,P<0.05) were the factors affecting the reading of articles.Conclusion Content is the most important factor in the development of official accounts of WeChat in CDC institutions,which should be based on tips and popular science articles,while enhancing interaction with the public.