上海市“松江疾控”微信公众号运营分析  

Operation Analysis of WeChat Official Account in Songjiang Center for Disease Control and Prevention of Shanghai

作　　者：哈楠[1] 奚超 钱婧娴 张意婧 Ha Nan;Xi Chao;Qian Jingxian;Zhang Yijing(Songjiang District Center for Disease Control and Prevention,Shanghai 201620,China)

机构地区：[1]上海市松江区疾病预防控制中心,上海201620

出　　处：《健康教育与健康促进》2021年第5期514-519,共6页Health Education and Health Promotion

摘　　要：目的分析上海市松江区疾病预防控制中心微信公众号的运营现状及传播能力,为今后更好利用微信公众号进行健康教育传播和可持续发展提供依据。方法借助微信的数据统计功能,对2018年5月31日—2020年10月2日微信公众号的用户属性、增长情况、图文群发数量、效果等进行详细分析。结果截至2020年10月2日,发送全类型信息623篇,其中原创图文459篇、转载164篇,原创科普总阅读量31.13万次。“松江疾控”微信公众号累积用户数为8854人,其中男性3860人、女性4992人,女性多于男性,用户数排名前10位的省市依次为上海、江苏、浙江、安徽、云南、河南、广东、山东、江西、山西;每日净增关注人数平均为10人,单日净增关注人数最高420人。结论互联网时代,新媒体平台作为健康科普宣传的重要手段之一应加强管理。有规律、持续、高质量的更新有利于提高粉丝粘性,同时,不断探索提高专业人员科普宣传能力的方法以及引入媒体专业人士的可行性。Objective To analyze the status and communication capabilities of WeChat public platforms in Songjiang District Center for Disease Control and Prevention of Shanghai,and provide a scientific basis for health education and sustainable development by WeChat official account in the future.Methods With the help of WeChat’s data statistics function,the user attributes,growth situation,quantity and effect of the official account of WeChat public numbers from May 31,2018 to October 2,2020 were analyzed in detail.Results As of October 2nd of 2020,623 pieces articles had been sent in total,including 459 original articles and 164 reprints,and the total browsing number of the original articles about medical science was 313300 times.The cumulative number of users of“Songjiang CDC”WeChat public account was 8854,including 3860 males and 4992 females.The number of females was more than that of males.The top 10 provinces and cities with the number of users were Shanghai,Jiangsu,Zhejiang,Anhui,Yunnan,Henan,Guangdong,Shandong,Jiangxi and Shanxi.The number of followers of the average daily net increase was 10 people,and the maximum was 420 people.Conclusion In the Internet era,as one of the important means of health science popularization,the management of new media platform should be strengthened.Regular,continuous and high-quality updates will help to improve the stickiness of fans.At the same time,we will continue to explore ways to improve the science popularization ability of professionals and the feasibility of introducing media professionals.

关 键 词：互联网 微信公众号 健康教育 现状分析 打开率 转化率 

分 类 号：R197.21[医药卫生—卫生事业管理]