某公立医院微信公众号传播效果影响因素分析

Analysis on influencing factors of WeChat official account communication effect of a public hospital

目的分析某公立医院微信公众号传播效果的影响因素,为提升公立医院微信公众号在健康领域舆论引导力提供参考。方法获取某三级甲等医院2018—2021年微信公众号所有推文的传播数据,将推文阅读次数作为微信公众号传播效果的评价指标,将推文的分享次数、标题字数、标点数量、首发平台和内容类型等作为可能影响阅读次数的因素,进行单因素分析和多重线性回归分析。结果共纳入推文1102篇,平均阅读次数为10670次,平均分享次数为411次,阅读次数排名前10的推文的主要聚焦在重大疾病救治、突发事件、常见误区和健康科普方面。分享次数和加入手绘与阅读次数呈正相关(P<0.05),标题字数、标点数量与阅读次数呈负相关(P<0.05),不同标题句式、首发平台、来源科室和内容类型的推文阅读次数不同,差异具有统计学意义(P<0.05)。分享次数、加入手绘、标题句式和内容类型是公立医院微信公众号推文传播效果的影响因素(P<0.05)。结论某公立医院微信公众号阅读次数较高的推文聚焦在百姓关注的热点问题,影响传播效果的因素较多。笔者建议,公立医院微信公众号应以百姓需求为导向,推动高质量内容建设,进一步加强文案的设计水平,以提高其受众面和传播力。

Objective To analyze the influencing factors of the public hospital's WeChat official accountcommunication effect,for references for improving the public hospital's WeChat official account's public opinion guidance in health dissemination field.Methods The communication data of all the tweets on the official account of a tertiary hospital from 2018 to 2021 were obtained,taking the tweets reading times as the evaluation index of the communication effect of the WeChat official account.The number of sharing times,the number of title words,punctuation points,the first launch platform and content type were took as factors that may affect comounication effectiveness for single factor analysis and multiple linear regression analysis.Results A total of 1102 tweets were included,with an average reading times of 10670,and an average sharing times of 411.The top 10 tweets in terms of reading times were mainly about the treatment of major diseases,emergencies,common misconceptions and health popular science.The sharing times and the hand-painted entries were positively correlated with the reading times(P<0.05),while the number of title words and punctuation was negatively correlated with the reading times(P<0.05).The reading times of tweets varied with different title sentence structures,initial platforms,source departments,and content types,and the differenceswere statistically significant(P<0.05).The sharing times,hand-painted entries,title sentence structures and content typeswere the influencing factors of the public hospital's WeChat official account communication effect(P<0.05).Conclusions The tweets of a public hospital's WeChat official account with high reading times focused on the hot issues that people pay attention to,and there were many factors influencing the communication effect.The author suggested that the WeChat official account of public hospitals should focus on the needs of the people,promote the construction of high-quality content,and further strengthen the design level of copywriting to improve its audience and communication power.