“常州疾控”微信公众号关注者参与度影响因素研究

Study on influencing factors of followers’participation in Changzhou CDC WeChat official account

目的了解公众对疾病预防控制机构官方微信公众号的需求,探讨影响信息传播效果的因素,为提高微信公众号信息传播效果、提升公众科普实效提供借鉴。方法收集2020年12月28日—2021年12月31日常州市疾病预防控制中心微信公众号发布的407篇推文,采用二元logistic回归模型分析影响关注者参与度的因素。结果与工作类推文相比,风险(OR=66.474)、政策(OR=49.358)类推文关注者参与度较高;以春季发布的推文相比,秋季(OR=7.932)发布的推文关注者参与度较高(P<0.05)。结论常州市疾病预防控制中心微信公众号应找准定位,抓住公众关心的健康热点话题,以季节防病为切入点,着力公众喜爱的科普的创作,提升信息发布的权威性、科学性,增强用户互动、提高黏性,扩大影响力。

Objective To understand the public’s demand for the official WeChat official accounts of the Center for Disease Control and Prevention(CDC),and explore the factors affecting the effect of information dissemination,so as to provide reference for improving the effect of information dissemination on the WeChat official account and the effectiveness of public science popularization.Methods From December 28,2020 to December 31,2021,407 tweets released by the WeChat public account of Changzhou CDC were collected.Binary logistic regression model was used to analyze the factors affecting the engagement of followers.Results Compared with work analogies,risk analogies(OR=66.474)and policy analogies(OR=49.358)had a higher level of engagement among followers;compared with tweets released in spring,tweets released in autumn(OR=7.932)had higher engagement rates among followers(P<0.05).Conclusions The WeChat official account of Changzhou CDC should find the right positioning,seize the hot health topics that the public care about,take seasonal disease prevention as the entry point,focus on the creation of popular science favored by the public,improve the authority and science of information release,enhance user interaction,improve stickiness,and expand influence.