地方政务“双微”提升传播力的四维方略——基于海南政务“双微”存在问题的分析

The Four-dimensional Strategy for Promoting the Communication Power of Local Government Affairs Through“Webo”and “Wechat”--Based on an Analysis of Existing Problems Revealed through“Webo”and“Wechat”in Hainan Government Affairs

通过抓取2019年第一季度海南省直和市县两级88个政务"双微"账号数据,采用"清博指数"进行量化评估,得出海南省直和市县政务"双微"传播力排行榜。并经量化与质化分析发现:海南政务"双微"平台上存在发展不平衡、部分账号僵尸化、账号开通不全,内容上存在爆款文章匮乏、原创不多、互动程度低、表现形式单一,功能上存在重发布轻服务,运营上存在联动不足等问题。海南政务"双微"可以补漏、激活、挖潜为抓手强化平台建设,以特色、创新、贴近为抓手强化内容建设,以菜单、社群、培训为抓手强化服务建设,以矩阵、联动、县级融媒体为抓手强化运营建设等措施,提高传播力。

By collecting the data of 88 government affairs accounts through“Webo”and“Wechat”at the municipal and county levels in Hainan Province in the first quarter of 2019,and using the“Qingbo index”for quantitative evaluation,the communication power rankings of government affairs through“Webo”and“Wechat”at the municipal and county levels in Hainan Province have been obtained.Through quantitative and qualitative analysis,it has been found that there are,for government affairs in Hainan,imbalanced development,zombization of some accounts,incomplete opening of accounts on the platform of“Webo”and“Wechat”,lack of popular articles,few original works,low degree of interaction,the single form of expression,an overemphasis on publication but less service in function,and insufficient linkage in operation,etc.Therefore,as regards the“double micro”platforms of“Webo”and“Wechat”for government affairs in Hainan,efforts must be made to strengthen the construction of the platforms by filling the gaps,activating and tapping the potential,enhancing the content construction with characteristics,innovation and proximity,consolidating the service construction with menus,communities and training,and improving the operation and construction with matrix,linkage and county-level media so as to better its communication power.