提升医学类学术期刊微信公众号传播力的策略探讨

Strategies for Improving Communication Power of WeChat Official Accounts of Medical Academic Journals

对于传统的医学类专业学术期刊来说,在不断变革的传播环境中,有效地用好诸如微信公众号这样的新兴社交媒体平台,对期刊自身的转型、发展至关重要。根据所在编辑部的运营经验和文献报道,就医学类学术期刊微信公众号传播力提升方法进行了分析和总结,提出针对目标人群进行推广,打造有针对性的内容,增加互动方式,转化文章的呈现方式,利用医学期刊的行业优势增加内容含金量,联合纸质刊物打造特色栏目,及时根据文章的传播数据总结经验等方法。

For traditional medical academic journals,how to effectively use the new social media platforms such as WeChat official account is crucial to its transformation and development in the changing communication environment nowadays.Based on the operation experience of the editorial department and literature reports,this paper analyzes and summarizes the methods of improving the communication power of WeChat official account of medical academic journals,and proposes several strategies,such as popularizing the account in target groups,creating different contents for different groups,increasing interactive ways,transforming the presentation way of articles,making use of the“authority”advantage of medical journals to increase the quality of content,combining with paper journals to create characteristic columns,and summarizing experience according to the spreading data of articles in time.