Hot News Of WeChat Official Account In Domestic Newspapers

Under the new media environment,newspapers are faced with the development dilemma of overall decline in business efficiency,serious brain drain of employees,aging audience and transfer to new media platform.Official account,official account and participant observation are used in this paper.The main content of the official account of We Chat public is the content of the hot news of We Chat public and the future development strategy of the newspaper We Chat public number.At present,newspapers are actively exploring "newspaper network integration" and "two micro ends".The official account of We Chat has the good development of media convergence,the official account of We Chat public,and the distribution of communication power.The article combines the theory of media convergence,audience theory and gatekeeper theory to summarize the advantages of the current We Chat official account's hot news: presenting the form of deep integration and visual communication.Wide audience,accurate push.Be able to respond in time and be authoritative on the platform.Strong interaction is conducive to enhance user stickiness.However,there are also some problems,such as the homogenization of content,the limitation of the platform and the flooding of false news.Thus,we will consider the strategy of the future development of the hot news of We Chat official account.The strategy can be summarized into three levels: first,from the communicator level,newspaper media optimize the media matrix to achieve complementary advantages.At the same time,we should strengthen the "gatekeeper" consciousness and build a professional new media editing team.Second,from the perspective of communication content,wechat public name of newspapers should deepen the content and enhance the brand image.The content should play the role of guiding public opinion and supervising the society.Third,from the perspective of communication audience,we should take the audience as the foundation and shoulder the social responsibility.At the same time,we should enhance the awareness of service users.