“北京结核病防治”微信公众号运营现状与基于WCI的影响力分析

Analysis on operation status and its communication power bases on WCI of WeChat official account of“Beijing Tuberculosis Prevention and Control”

目的分析“北京结核病防治”微信公众号的运营现状与影响力,为单病种传染病的公众号科普提供参考。方法收集2020年8月1日—2023年7月31日的用户、图文等数据,采用描述性方法分析运营现状,通过微信传播指数(WeChat communication index,WCI)评价影响力。结果截至2023年7月31日,公众号关注人数93.03万人,女性为主(70.94%);36~45岁居多(57.89%)。共推送798篇图文,总阅读量235.61万次,平均阅读量2953次。传播活动类平均阅读量最高(10876次),原创推文的平均阅读量(3324次)高于转载推文(2341次)。总体WCI为694.69,传播活动类的WCI值最高(987.43),传染源科普类WCI值最低(574.10)。每年7—9月WCI为高峰期,3月为小高峰。结论建议单病种传染病公众号通过与实际工作结合方式增加关注用户,文章以单病种健康科普知识与符合关注用户特征的相关健康科普内容相结合;适当开展传播活动,提升公众号影响力。

Objective To analyze the operation status and communication power of the WeChat official account of“Beijing Tuberculosis Prevention and Control”,and to provide reference for science popularization in other infectious diseases.Methods The data of users,messages from August 1,2020 to July 31,2023 were collected,and the descriptive statistical method was used to analyze its operation status,and WeChat communication index(WCI)was calculated to evaluate its influence.Results Until July 31 of 2023,930.3 thousands people had followed the WeChat official account,mainly women(70.94%).The majority were between 36 and 45 years old(57.89%).A total of 798 articles were published,with a total reads of 2.35 million and an average reads of 2953.The average reads of communication activities was the highest(10876),and the average reads of original articles(3324)was higher than that of repost articles(2341).The overall WCI was 694.69,with the highest WCI for the communication activity articles(987.43)and the lowest WCI for the infectious source science popularization articles(574.10).The WCI peak period was from July to September each year,with a small peak in March.Conclusions It is suggested that the official account of single infectious disease could combine with practical work to increase readers.The article need to be combined the knowledge of health science popularization of single disease with the relevant health science popularization content that match the characteristics of readers.Appropriate dissemination activities should be carried out to improve the influence of official account.