| WeChat is booming while the media is declining.Many media workers are devoting themselves to WeChat public platform,to enhance their personal influence.However,with the increasing number of WeChat Official Accounts,the users' following WeChat Official Accounts number began to be mostly saturated,what's more,with the Official Accounts' unavoidable problem of paying too much attention on entertainment and problem of serious homogenization,Only a small amount of media WeChat public number has a high quality and a large number of fans.Tencent " News Brother " experienced from the Tencent news client's brand section to multi-platform development,and then changed to micro letter public number as its flagship product adjustment,during the period attracted more than three million fans in the content and operation of the relative success.Since the opening of Tencent "News Brother" WeChat Official Accounts,the daily article push frequency maintains a stable situation,the content manages to meet the user's information needs.Push content is mainly based on traditional media strong news gathering capabilities and Tencent's own resources,it also often use the network of other social media content to provide social news and entertainment messages for the audiences.Push content is mainly in the form of a combination of a variety of expression symbols,with a rich emotional title and humorous language style,which conforms to the intelligent terminals' reading habits.The contents of Tencent "news brother" WeChat Official Accounts often start from the users' point of view,for this reason,this article conducted a questionnaire survey on the "news brother" WeChat Official Accounts followers.The survey found that most of the users are the young groups of the generation after 80 s or 90 s,and the female accounts for a higher proportion.The popularity of "News brother" is not high,but the users' contact channel is relatively uniform.Users of the "news brother" have relatively more positive evaluation,main due to their attention on the content of its articles.However,there are some problems existing such as the lack of content depth,title attractor and so on.At the same time,this paper summed up the characteristics of Tencent's "news brother" Official Accounts operation,namely the brand image personification,content product diversification,user interaction community.There are both advantages and disadvantages in the content and operation of "News brother".This paper analyzes the existing problems of its over-ridicule,content model homogenization,small publicity and promotion and single operation platform,and comes up with some solutions on how to improve the media literacy of "gatekeeper",how to enhance the ability of content innovation,and how to carry out multiple online and offline activities and optimize the platform communication operations and so on,so as to provide a reference for the current construction of media WeChat Official Accounts. |
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