气象微信图文消息的传播现状和策略分析
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摘要
为了更好地发挥微信在气象服务中的作用,通过对"山东天气"后台数据分析和对阅读量排名前10位的图文消息进行对比,从"山东天气"的总体概况入手,总结出"山东天气"在气象服务中存在着认证主体权威、时效性强、受众广泛且参与度高、形式灵活等优势,分析其目前的传播现状:阅读量总体呈上升、下降再上升的趋势;阅读率存在提升空间;天气过程推送效果优于气象科普推送;传播效果受到多重因素影响;图文推送带动了粉丝数量的增长。因此运营者应合理规划、把握好推送时机;提升标题和封面吸睛力;紧跟时事热点、增加二次传播;创新推送形式,避免审美疲劳;转变立场、根据用户属性编辑图文消息;加强互动,促进二次传播等,以提高阅读率,为受众提供更优质的气象服务。
The background data of "Shandong weather" is analyzed and compared with the top ten graphic messages in order to better play the role of WeChat in meteorological services. The general situation of "Shandong weather" was expounded and it was summarized that "Shandong weather" has the advantages of authority, timeliness, wide audience, high degree of participation and flexible form in meteorological service. The current situation of transmission is the overall increase in reading volume, the decline and then the upward trend. There is room for improvement in reading rates. The effect of weather process pushing is better than meteorological science pushing. Spread effect affected by multiple factors. The push of pictures and texts has led to the increase in the number of fans. Therefore the operators should be plan reasonably, grasp the good delivery time, enhance attractiveness of cover and the title, follow the current event hot spot, increase the secondary transmission, innovate in pushing form, avoid aesthetic fatigue, change position. The operators should edit graphic message according to user's property, strengthen interaction and promote the secondary transmission to increase the rate of reading and provide? better meteorological service for the audience.
The background data of "Shandong weather" is analyzed and compared with the top ten graphic messages in order to better play the role of WeChat in meteorological services. The general situation of "Shandong weather" was expounded and it was summarized that "Shandong weather" has the advantages of authority, timeliness, wide audience, high degree of participation and flexible form in meteorological service. The current situation of transmission is the overall increase in reading volume, the decline and then the upward trend. There is room for improvement in reading rates. The effect of weather process pushing is better than meteorological science pushing. Spread effect affected by multiple factors. The push of pictures and texts has led to the increase in the number of fans. Therefore the operators should be plan reasonably, grasp the good delivery time, enhance attractiveness of cover and the title, follow the current event hot spot, increase the secondary transmission, innovate in pushing form, avoid aesthetic fatigue, change position. The operators should edit graphic message according to user's property, strengthen interaction and promote the secondary transmission to increase the rate of reading and provide? better meteorological service for the audience.
引文
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[3]郭庆光.传播学教程[M].北京:中国人民大学出版社,2011.
[4]张晓霞,杨光武,王灵玲,等.“互联网+”背景下省级气象微信发展探析[J].传播力研究,2017(3):78.
[5]孙丽烨,程建培,涂建文,等.气象微信公众平台“珠海天气”官方微信推送消息的经验[J].广东气象,2017,39(5):1-64.
[6]单权.微信气象服务热点分析与发展研究[J].浙江气象,2018,39(2):33-38.
[7]招伟文,庞绮汶,陈惠芳.浅谈气象微信图文推送消息的心得与思考[J].贵州气象,2017,41(5):83-88.
[8]曹梅,陆文.“广东天气”微信推送内容运营分析[J].广东气象,2017,39(1):65-68.
[9]李冬梅.气象新闻标题浅析[J].新闻研究导刊,2015(17):94.
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