科技期刊微信公众号信息传播效果和运营策略研究

Analysis of information communication effect and operation strategy of WeChat official accounts in scientific journals

【目的】针对目前科技期刊微信公众平台普遍存在信息传播效果不佳的现状,提出科技期刊微信公众号的运营策略。【方法】对5个活跃的科技期刊微信公众号的信息传播效果进行调研,把这5个公众号分为科普类和学术类两个类别,以微信传播指数的最新版本(V13. 0)对科技期刊微信公众号的传播效果进行量化分析,从定位策略、内容运营策略和服务运营策略3个角度分析了这些公众号的整体运营情况。【结果】这5个公众号的信息传播效果良好,科普类公众号的微信传播指数优于学术类,传播效果与发布文章的数量不呈正相关;微信平台的精准定位、公众号内容的精心策划和完善的平台服务功能,是这些公众号运营成功的关键策略。【结论】科技期刊宜通过构建微信矩阵联盟、基于互联网思维发布信息、加强平台团队建设等路径运营微信公众号,紧跟新媒体时代快速发展的步伐,不断提升微信平台的影响力。

[Purposes]In viewof the current situation of poor information communication in the current WeChat official platforms of scientific journals,the operational strategy of WeChat official accounts of scientific journals is proposed.[Methods]This paper investigated the information communication effect of the five active WeChat official accounts of scientific journals,and divided them into two categories:popular science and academic science.Quantitative analysis of the communication effect of WeChat official accounts in scientific journals was made with the latest version of WeChat propagation index(V13.0).The overall operation of these official accounts was analyzed from the perspectives of positioning strategy,content operation strategy,and service operation strategy.[Findings]The information communication effect of the five official accounts is good.The WeChat propagation index of popular science official accounts is better than that of academic ones,and the communication effect is not positively correlated with the number of published articles.The precise positioning of the WeChat platform,the elaborate planning of the official account content,and the improved platform service function are the main strategies for the successful operation of these official accounts.[Conclusions]Scientific journals should keep pace with the rapid development of the newmedia era and constantly enhance the influence of WeChat platform by establishing WeChat matrix alliance,publishing information based on internet thinking,and strengthening platform team building.