科技期刊微信公众号信息传播效果和运营策略研究
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摘要
【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.
[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.
引文
[1]杨臻峥,郑晓南.微信平台服务学术期刊品牌和影响力建构的实践、分析与启示———以《药学进展》办刊实践为例[J].中国科技期刊研究,2018,29(5):442-446.
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[4]李文娟,朱倩,尚利娜,等.我国自然科学综合类高校学报微信公众平台传播影响力提升策略[J].科技与出版,2018(6):123-129.
[5]俞敏,王亚男,武瑾媛.科技期刊微信公众平台的选题策划研究[J].编辑学报,2017,29(4):335-339.
[6]周丹,周华清.科技期刊微信公众号文章版式设计研究[J].中国科技期刊研究,2017,28(12):1154-1159.
[7]付丽萍,代万雷,李仲先.科技期刊微信公众号优质内容的创作思路[J].出版广角,2018(10):48-50.
[8]周华清.学术期刊微信公众号PPP运营模式探讨[J].出版发行研究,2019(1):39-42.
[9]薛调.高校图书馆微信公众号信息传播效果研究———基于头条文章标题的分析[J].现代情报,2017,37(10):72-77.
[10]王康,王晓慧.高校图书馆微信公众号影响力指数相关性分析与发布内容研究[J].图书馆杂志,2018,37(5):52-57.
[11]清博指数[EB/OL].[2019-01-01]. http://www. gsdata.cn/site/usage.
[12]张建军,高森,颜廷梅,等.践行办刊宗旨提升期刊学术质量和品牌影响力———《中国实用内科杂志》获中国精品科技期刊经验介绍[J].编辑学报,2018,30(4):420-422.
[13]吕冬梅,杨驰,陈玲,等.科技期刊的微信创新定位与公众号的运营———以《中国中药杂志》微信公众号为例[J].科技与出版,2016(6):16-19.
[14]周心玉,郭焕芳,郑爱莲.微信公众号对提升英文科技期刊影响力的影响———以“药学学报”微信公众号为例[J].中国科技期刊研究,2018,29(11):1171-1176.
[15]金会平,鲁满新.农业科普期刊微信公众号用户黏性的影响因素及其测量[J].中国科技期刊研究,2017,28(6):526-531.
[16]万志超,杨松迎,王志鸿,等.微信公众平台与期刊文章相关栏目的内容设置探析———以《电力系统自动化》为例[J].中国科技期刊研究,2016,27(9):1017-1021.
[17]钱力,谢靖,常志军,等.基于科技大数据的智能知识服务体系研究设计[J].数据分析与知识发现,2019(1):4-14.
[18]陈晓利.论期刊数字化转型中的盈利模式创新[J].出版广角,2018(20):45-47.
[19]吕冬梅,李禾.从传统纸媒到新媒体的另辟蹊径———《中国中药杂志》的“双转型”战略[J].科技与出版,2016(6):8-12.
[2]许倩,刘伟竹,汪谋岳,等.科技期刊微信平台建设的实践与思考———以《中华神经科杂志》微信公众平台为例[J].编辑学报,2017,29(6):568-570.
[3]董敏,刘雪梅.医学期刊微信公众号运营调查分析[J].出版科学,2018,26(4):79-83.
[4]李文娟,朱倩,尚利娜,等.我国自然科学综合类高校学报微信公众平台传播影响力提升策略[J].科技与出版,2018(6):123-129.
[5]俞敏,王亚男,武瑾媛.科技期刊微信公众平台的选题策划研究[J].编辑学报,2017,29(4):335-339.
[6]周丹,周华清.科技期刊微信公众号文章版式设计研究[J].中国科技期刊研究,2017,28(12):1154-1159.
[7]付丽萍,代万雷,李仲先.科技期刊微信公众号优质内容的创作思路[J].出版广角,2018(10):48-50.
[8]周华清.学术期刊微信公众号PPP运营模式探讨[J].出版发行研究,2019(1):39-42.
[9]薛调.高校图书馆微信公众号信息传播效果研究———基于头条文章标题的分析[J].现代情报,2017,37(10):72-77.
[10]王康,王晓慧.高校图书馆微信公众号影响力指数相关性分析与发布内容研究[J].图书馆杂志,2018,37(5):52-57.
[11]清博指数[EB/OL].[2019-01-01]. http://www. gsdata.cn/site/usage.
[12]张建军,高森,颜廷梅,等.践行办刊宗旨提升期刊学术质量和品牌影响力———《中国实用内科杂志》获中国精品科技期刊经验介绍[J].编辑学报,2018,30(4):420-422.
[13]吕冬梅,杨驰,陈玲,等.科技期刊的微信创新定位与公众号的运营———以《中国中药杂志》微信公众号为例[J].科技与出版,2016(6):16-19.
[14]周心玉,郭焕芳,郑爱莲.微信公众号对提升英文科技期刊影响力的影响———以“药学学报”微信公众号为例[J].中国科技期刊研究,2018,29(11):1171-1176.
[15]金会平,鲁满新.农业科普期刊微信公众号用户黏性的影响因素及其测量[J].中国科技期刊研究,2017,28(6):526-531.
[16]万志超,杨松迎,王志鸿,等.微信公众平台与期刊文章相关栏目的内容设置探析———以《电力系统自动化》为例[J].中国科技期刊研究,2016,27(9):1017-1021.
[17]钱力,谢靖,常志军,等.基于科技大数据的智能知识服务体系研究设计[J].数据分析与知识发现,2019(1):4-14.
[18]陈晓利.论期刊数字化转型中的盈利模式创新[J].出版广角,2018(20):45-47.
[19]吕冬梅,李禾.从传统纸媒到新媒体的另辟蹊径———《中国中药杂志》的“双转型”战略[J].科技与出版,2016(6):8-12.