科技期刊微信公众号协同联动运营模式与策略——以老年医学期刊为例

Collaborative linkage operation modes and strategies of WeChat official accounts for scientific journals:Taking geriatrics journals as examples

【目的】探讨老年医学领域科技期刊微信公众号的推文特点和协同联动运营方案,为期刊微信公众号的可持续性发展提供依据,也为垂直领域创建网络新媒体矩阵提供参考。【方法】收集中华医学会老年医学分会学术支持的"中华老年医学杂志""Aging Medicine杂志"和"健康老龄网"3个微信公众号的微信平台推送数据、清博平台数据,分析其运营现状。【结果】老年医学领域3个微信公众号覆盖不同人群,与科技期刊微信公众号相比,专注于学会行业资讯和大众教育的科普公众号更受大众欢迎,宣传效果较好。3个公众号互相依托、互为补充,联动项目可增加平台的影响力。老年医学领域公众号间应建立联动专题策划专家智库、新媒体协作组,建立推文质量评估体系、舆情监控制度、后台数据分析制度、用户数据共享制度,形成日常协同机制。【结论】在重度垂直领域,期刊群可以通过多个微信公众号协同联动,创建专业化的行业新媒体矩阵,最终使得各个微信公众号在影响力、竞争力、品牌价值方面都能实现增值,并形成学科知识服务体系,打造垂直领域的行业大品牌。

[Purposes]This paper aims to explore the collaborative operation scheme of WeChat official accounts in the field of geriatric medicine,so as to provide the basis for the sustainable development of WeChat official accounts in the future,and also provide references for the creation of new network media matrices in the vertical fields.[Methods]The data in WeChat platform and Qingbo platform of three WeChat official accounts of Chinese Journal of Geriatrics,Aging Medicine Journal,and Healthy Aging,which are academically supported by Chinese Geriatrics Society of Chinese Medical Association,were collected,and the operation status was analyzed.[Findings]The three WeChat official accounts in the field of geriatric medicine cover different populations.Compared with the WeChat platform of scientific journals,the popular science platform focusing on industry information and public education of the society is more popular with the public,and the publicity effect is better.The three WeChat official accounts rely on each other and complement each other,and the linkage project can increase the influence of the WeChat platform.The WeChat platforms in the field of geriatric medicine should establish a linkage thematic planning expert think tank and a new media cooperative group,establish the recommendation quality evaluation system,public opinion monitoring system,background data analysis system,and user data sharing system,and form a daily coordination mechanism.[Conclusions]In the severe vertical field,the journal group can create a professional industry new-media matrix through the collaborative linkage in several WeChat platforms,which finally makes each WeChat realize its own added value in terms of influence,competitiveness,and brand value,form a discipline knowledge service,and build a famous brand in the vertical field.