科技类微信公众号传播策略与运营——以"首都科创"微信公众号为例

Communication Strategy and 0peration of Technology WeChat Official Account - Take the "Capital Science and Technology Innovation" WeChat Official Account as an Example

微信平台以其受众广泛、阅览便捷等特点,逐渐成为公众日常获取科学信息、科学知识的重要渠道.通过制订针对性强、互动性好、利于促使用户主动扩散的传播和运营策略,渐成科技类微信公众号运营工作重要任务.本文将以"首都科创"公众号作为研究对象,通过分析其2021年的运营情况,提炼总结"首都科创"的运营策略,并基于此分析,探索提出可推广、可复制、有重要参考价值的科技类微信公众号运营策略.在准确把握政治舆论导向基础上,通过组合运营策略达成一定的运营成果,更好地传播科技、科研成果资讯,营造科技创新公众舆论氛围.

With its wide audience and convenient reading,WeChat platform has gradually become an important channel for the public to obtain scientific information and knowledge on a daily basis.Through the development of communication and operation strategies that are highly targeted,interactive and conducive to the active diffusion of users,it has gradually become an important task for the operation of scientific and technological WeChat official account.This paper will take the"Capital Science and Technology Innovation"official account as the research object,refine and summarize the operation strategy of"Capital Science and Technology Innovation"by analyzing its operation in 2021,and based on this analysis,explore and propose the operation strategy of the scientific and technological WeChat official account that can be promoted,copied and has important reference value.On the basis of accurately grasping the guidance of political public opinion,certain operating results can be achieved through the combination of operating strategies,so as to better disseminate information about scientific and technological achievements and create a public opinion atmosphere for scientific and technological innovation.