本报告选取2014年11月表现较为优秀的617家媒体(包括传统媒体、网络媒体、自媒体)的微信公众号为样本,运用微信传播指数模型评价它们的传播影响力,并对媒体微信公众号做分类别和分地区的现状描述。当前,媒体微信公众号存在信息承载量有限、同质化严重、缺乏互动、服务号发展滞后等问题,媒体宜转变观念,既重视订阅号又重视服务号,尝试分众化、垂直化、社群化发展。
<<The WeChat Public Account or Official Account is a new way of press release in China. This study selected 617 most popular WeChat public accounts run by kinds of media in November,2014 and used the WeChat Communication Index(WCI)to evaluate their communication effects in terms of type and region. This study pointed out several problems of the Public Accounts such as their limitation of information capacity,homogenization,lack of interaction and service function. It suggests the media should develop the service function of their Public Accounts,following the trends of decentralization,vertical distribution and socialization.
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