稳扎稳打,贵在坚持——2021年《档案管理》微信公众号矩阵运营分析

Steadily and Surely,Perseverance Prevails——Analysis on WeChat Official Accounts Matrix Operation of〈Archives Management〉2021

[目的]为掌握和了解微信公众号矩阵整体及个组成公众号运营情况,推动矩阵影响力、传播力的提升。[方法]采用数据分析方法,从构成、运营、传播、分析、挑战与建议五方面,着重对传播的整体情况、活跃规律、热门文章、词云图四项进行梳理。[结果]梳理发现文章内容质量仍需深耕,可深挖社会热点与专业领域结合点;矩阵整体活跃度不足,尾部帐号需增强运维力度;标题吸引力有待提升,适当增强运营轻悦性;可视化元素应用单一,需积极构建富媒体生态;新人参与度有待提升,须借助杂志母体影响力。[结论]唯有稳扎稳打,贵在坚持,方可不断前行。

[Objective]In order to master and understand the whole operation of WeChat official accounts matrix and the operation of each constituent WeChat official account,to promote the propagation of matrix influence.[Methods]Using data analysis method,from the five aspects of composition,operation,communication,analysis,challenges and suggestions,the paper focuses on the overall situation,active rule,popular articles and word cloud map of communication.[Results]It is found that the content quality of the articles still needs further cultivation,and the combination of social hot spots and professional fields can be explored deeply.The overall activity of the matrix is insufficient,and the operation and maintenance efforts of the bottom account need to be strengthened;Title attraction to be improved,enhance appropriately the operation of light entertainment;The application of visual elements is single,so it is necessary to build actively a rich media ecosystem.Newbies'participation needs to be improved,and the influence of the magazine's must be relied on.[Conclusion]Only steadily&surely progress,perseverance prevails,can be continued to go forward.