微信公众号基于与期刊工作相关的内容建设实践研究——以《国际检验医学杂志》微信服务号为例

Content construction of WeChat official account based on content related to periodical work: taking WeChat service account of International Journal of Laboratory Medicine as an example

主要探讨科技期刊如何利用微信公众号进行与期刊工作相关的内容建设,服务于期刊。以2017年7月1日至2019年6月30日在《国际检验医学杂志》微信公众号上发布的消息为研究对象,根据是否围绕与期刊工作相关发布微信消息分为内容调整前和调整后。经统计学检验结果显示:微信发布内容调整前的阅读量、点赞数和留言数均高于调整后(Z=-7.646、-7.712、-6.169,均P <0.001);调整后的与期刊工作相关的微信消息占比高于调整前(84.4%vs.18.8%,χ2=121.407,P <0.001)。调整前后阅读量构成比差异有统计学意义(χ2=50.007,P <0.001)。说明科技期刊利用微信平台进行与期刊工作相关的内容建设的同时,也要注重行业热点文章的推送频率、质量和多样性等,维持用户活跃度,增加用户黏度,达到利用微信平台既服务期刊,又服务用户的平衡。

This paper mainly discusses how to use the official account of We Chat to carry out content construction related to periodical work and serve the periodicals. The We Chat messages published on the We Chat service account of International Journal of Laboratory Medicine from July 1,2017 to June 30,2019 were selected as the research objects. According to the adjustment of Wechat content, it could be divided into before and after the adjustment. The results of statistical test showed that the number of reading,the number of giving thna like and the number of comments of published We Chat messages before the adjustment were higher than those after the adjustment( Z =-7. 646,-7. 712,-6. 169,all P < 0. 001). The proportion of We Chat messages related to periodical work after the adjustment was higher than that before the adjustment( 18. 8% vs. 84. 4%, χ~2=121. 407,P < 0. 001). There was a significant difference in the constituent ratio of reading volume before and after the adjustment( χ~2= 50. 007,P < 0. 001). It shows that while We Chat platform is used for the content construction related to periodical work,the release frequency,quality and diversity of hot scientific articles in the industry should be paid attention to,it could maintain users’ activity,increase users ’ viscosity,and achieve the balance of serving both journals and users.