Communication power of WeChat video accounts for popular science journals in China and strategies for improvement
[Purposes]This paper aims to analyze the operation and communication of WeChat video accounts for popular science journals in China and provide a reference for the new media operation of popular science journals.[Methods]A total of 363 popular science journals in China were taken as research subjects,and the authoritative new media big data evaluation and research platform,namely"www.gsdata.cn"was used as a tool to extract the communication power index of the journal's WeChat video account.The number of published works,reposts,and comments on the journal's video account were examined.Based on literature and typical cases,the communication ability of WeChat video accounts for popular science journals in China was analyzed.[Findings]The concept of using WeChat video accounts to operate brands for popular science journals in China has not yet been formed,and the overall opening rate is low.Some popular science journals lack maintenance after opening video accounts.Different journals have significant differences in short video communication capabilities and severe polarization.There are also problems such as uneven levels of content quality,lack of planning,and scattered and unfocused themes,as well as a general lack of interaction with the audience and a weak awareness of marketing operations.[Conclusions]It is necessary to attach importance to the construction of short video platforms,increase resource investment,leverage professional characteristics,enrich high-quality content,strengthen service awareness,and enhance the ability to interact with audiences.
Popular science journalWeChat video accountCommunication ability
NETL
NSTL
万方数据
