高职院校微信公众号基于WCI的运营现状分析

Analysis on Operation Status Power by WCI on WeChat Official Account of Higher Vocational Colleges

当前,高职院校广泛使用微信公众号作为宣传途径。以福建省高职院校微信公众号作为研究对象,以整体传播力、篇均传播力、头条传播力、峰值传播力以及微信传播指数WCI作为评价指标分析微信公众号的运营情况,根据统计结果将研究对象分为A、B两档,分析其在定位用户、文章推送内容和频率、与用户的互动性以及公众号整体规划等方面存在的问题。提出通过准确定位微信公众号以保证内容契合读者需求,合理规划公众号以提升用户体验感,信息发布兼顾时效性和推送频率,充分利用平台功能增强与用户的互动四项建议,以帮助高职院校提升公众号影响力。

Higher vocational colleges widely use WeChat Official Account as the way of propaganda.Use WeChat Official Account of higher vocational colleges in Fujian province as the research object,the whole propagation force,the average propagation force,headlines propagation force,max propagation force and WCI index as evaluation index to analyze WeChat Official Account operations.According to the statistical results,the research object is divided into A,B two gears,there is a big difference between them in target subscriber location,push frequency and interaction with users,and all of them have a public problem on unreasonable layout.Finally,four suggestions are put forward to help improve the influence of WeChat Official Account by accurately locating its content to meet the needs of readers,rationally planning the public account to improve the sense of user experience,giving consideration to the timeliness and push frequency of information release,and making full use of platform functions to enhance the interaction with users.