典型高校期刊社微信公众号传播力与运营策略研究

Communication impact and operation strategy of typical WeChat official accounts for publishing centers of university journals

【目的】为高校期刊社建设和提升微信公众号的传播力提供指导和借鉴。【方法】以4个典型高校期刊社微信公众号的运营实践为例,对比分析其微信公众号的传播力现状、运营策略及存在问题,并提出未来的建设和发展方向。【结果】通过明确公众号功能和定位,实现资讯、育人和科普功能,完善界面和栏目设计,提升用户体验,多样化、社群化运营,实现合作共赢,加强原创内容策划,实现个性化发展等策略,4个高校期刊社微信公众号均获得较好的传播效果。但与高影响力微信公众号相比,高校期刊社微信公众号还存在传播影响力不高,缺乏专业的新媒体团队,缺少与用户的互动交流,未能充分利用多媒体等问题。【结论】充分发挥新媒体育人功能,跨高校进行矩阵化运营,与用户实现友好互动,打造专属运营团队,提升微信公众号的盈利能力,充分融入多媒体等形式,将是未来高校期刊社微信公众号的主要发展方向。

[Purposes]This paper is expected to serve as a reference for the construction and operation of WeChat official accounts for publishing centers of university journals. [Methods] We compared and analyzed the communication impacts,operation strategies,and problems of typical WeChat official accounts of four publishing centers of university journals,and accordingly proposed the future development directions. [Findings]With clear orientations,rational interface and column design,diversified and community operation strategies,and characteristic original content,these official accounts realize the functions of information spreading,education,and science popularization,enhance user experience,achieve win-win cooperation,and seek for an individualized development mode,thus successfully propagating the journals. However,these official accounts still face the challenges of low communication impact,no new media professionals,lacking interaction with users,and failing to make full use of multimedia as compared with those with high communication impacts. [Conclusions]Giving full play to the education function of new media,adopting the matrix mode of operation,enhancing interaction with users,establishing professional new media team,improving profitability,and integrating multimedia and other new forms will be the main development directions for the WeChat official accounts of publishing centers of university journals in the future.