| As a social software, WeChat is fashionable in the mobile market and becomes the first entrance of smart phone with the advantages of instant quick, high interactivity. Major newsp apers have piled into the blue ocean of WeChat and open official accounts as mass media. But from the reality of the operation, most of the official accounts of paper media just under the b anner of the forms of the "new media", there are many problems in the operation like the pus h form is single, the homogenization of content is serious and disconnected with parent media, the practical effect is not ideal.The Beijing News implemented the transformation of the Omnimedia strategy in 2012, during the time the newspaper was struggle to survive, its WeChat platform also absorbed a large number of loyal users. In this paper, we will focus on the WeChat public account of the Beijing News to analyse its operation situation in content, channels and users,and then summarize its characteristics and advantages.After discussing the common problems of WeChat public account of the metropolis daily,we refined out several enlightenment to metropolis daily from the operations of WeChat public account of the Beijing news. |
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