浙江省疾病预防控制机构微信公众号推送新型冠状病毒肺炎信息分析

Analysis of information about coronavirus disease 2019 on WeChat official accounts of CDCs in Zhejiang Province

目的分析浙江省疾病预防控制机构(疾控机构)微信公众号2020年1月20日—2月5日推送的新型冠状病毒肺炎(COVID-19)相关信息,为提高疾控机构微信公众号的健康传播效果提供依据。方法收集2020年1月20日—2月5日浙江省疾控中心和11个地市疾控中心负责的微信公众号推送的COVID-19相关信息,对信息数量、内容和阅读量进行描述性分析;通过微信公众号新增关注人数和微信传播指数(WCI)评价微信公众号的传播效果。结果2020年1月20日—2月5日浙江省疾控机构负责的12个微信公众号共推送COVID-19相关信息629条,总阅读量为3713428次,每条信息平均阅读量为5903.70次;总关注人数为633008人,新增关注人数为110341人,关注人数增长率为21.11%;微信公众号WCI值平均为677.81,其中8个微信公众号的WCI值>500;“浙江健康教育”的WCI值最高,为1021.95。每日阅读量在1月20日、21日、25日和31日出现高峰值。阅读量排名前十五位的信息中,疫情公告类信息7条,科普知识类信息3条,行为干预类信息5条。结论浙江省疾控机构微信公众号推送的COVID-19相关信息与COVID-19疫情进展、公众需求较为一致,关注度较高,传播效果较好。

Objective To analyze the information about coronavirus disease 2019(COVID-19)on WeChat official accounts of centers for disease control and prevention(CDCs)in Zhejiang Province from January 20 to February 5,2020,so as to provide reference for improving the effects of health communication by WeChat official accounts.Methods The number,content and pageview of the information about COVID-19 on WeChat official accounts of one provincial and eleven municipal CDCs from January 20 to February 5 were collected and analyzed.The number of new followers and WeChat communication power index(WCI)were employed to evaluate the communication effect.Results By February 5,those WeChat public official accounts pushed 629 pieces of information about COVID-19.The pageviews were 3713428 in total and 5903.70 on average.There were totally 633008 followers,including 110341 new followers which contributed to a growth rate of 21.11%.The average WCI was 677.81.The WCIs of eight official accounts were higher than 500,with“Zhejiang Health Education”the highest(1021.95).The daily pageviews peaked on January 20,21,25 and 31.Among the top 15 pieces of information in pageviews,there were 7 pieces for epidemic announcements,3 pieces for popular science and 5 pieces for behavioral intervention.Conclusions The WeChat official accounts of CDCs in Zhejiang Province pushed the information about COVID-19 in line with the progress of the epidemic and the demand of the public,leading to a higher attention and better communication effect.