儿童保健微信公众号传播效果分析

Analysis of communication effectiveness on WeChat public account for children’s health care

目的 分析广州医科大学附属妇女儿童医疗中心儿童保健部官方微信公众平台服务号(简称微信公众号)“保健熊”的图文传播效果,为提高母婴健康领域专业类微信公众号传播效能提供借鉴。方法 收集“保健熊”于2019年11月—2023年2月推送的652篇图文传播数据,采用多因素logistic回归分析微信公众号发布的图文类别、图文形式、图文位置,以及原创性等因素对传播效果的影响。结果 截至2023年2月,“保健熊”微信公众号共发布图文652篇,其中健康科普类占比最高(49.9%)。652篇图文平均阅读量为869.8人次,平均分享次数为57.2次。健康科普、就诊指引类图文、封面图文,以及原创性内容更容易获得较好的传播效果,而仅视频或文字+视频形式相对于仅文字形式的传播力低(均P <0.05)。结论 微信公众号的传播效果受到图文内容、呈现形式、推送位置,以及原创性等因素的影响。儿童保健类微信公众号应坚持以需求为导向进行健康科普推送,兼顾内容专业性和趣味性,充分利用封面文章的位置优势,采用吸引大众的呈现形式提升传播价值。

Objective To analyze the communication effectiveness of“Children’s Health Care”,the official WeChat public account of the department of Children’s Health,Guangzhou Women and Children’s Medical Center,and to provide insights for enhancing the communication effectiveness of professional WeChat accounts in the maternal and child health field.Methods Data on 652 articles published by“Children’s Health Care”from November 2019 to February 2023 were collected using WeChat’s data function,and a descriptive analysis was conducted.Logistic regression analysis was employed to explore the impact of article category,presentation format,article placement and originality on communication effectiveness.Results As of February 2023,a total of 652 articles had been published,with the highest percentage(49.9%)belonging to the health science category.The average reading count for all articles was 869.8 times,and the average number of shares was 57.2 times.Health science popularization and medical guidelines,headline articles,and original contents were more likely to achieve better communication effectiveness,while video-only and text+video formats received less attention compared to text-only formats(all P<0.05).Conclusion The communication effectiveness of WeChat public account is influenced by article category,presentation format,article placement and originality.WeChat public account for children’s health care should prioritize demand-oriented health science promotion,make full use of the positional advantage of the cover articles,and adopt presentation forms that attract the public to enhance communication effectiveness.