Research On The Operation Of The Metropolitan News WeChat Public Platform

The WeChat public platform is an open information push and service application public platform launched by Tencent in August 2012 for government,media,celebrities,and enterprises.Since its release,it has attracted high attention from all sectors of society.Many corporate organizations,traditional media,etc.have applied to enter the WeChat public platform,hoping to meet the emotional communication needs of the majority of users through the new media platform,but also for the user to develop innovative experiential two-way information exchange model,thereby attracting users to increase fans Quantity,expand brand image.Metropolitan newspapers,as typical representatives of traditional media,are also attracting attention in the operation of the WeChat public platform.This article takes the "New Culture News" official WeChat public number as its research object.Through researching its news content,information review,dissemination methods,evaluation feedback,team management and other aspects,the contents of the "New Culture News" WeChat public number are emphasized.Local news and integration,and focus on news information review.In the presentation form,the arrangement is delicate and uses multimedia elements.In the aspect of evaluation feedback,the user interaction is emphasized and the user is involved in the activity.In terms of team management,the responsibility division is clear and the reward and punishment are clear.However,it also has its shortcomings.In the team building of the WeChat public platform of the "New Culture News",the personnel strength is slightly weaker;the user management is too rough to provide personalized services;the content selection,there is a smaller proportion of the title party,the original and so on.Phenomenon;The live broadcast format is not well utilized and the user's overall activity is weak.Through the analysis of the status quo of the development of the official WeChat public platform of the“New Culture News”,we have summarized the future development strategies of the urban newspaper WeChat public platform from the common characteristics of these developments.First,the city should create a high-quality content WeChat public platform that is original and king.Second,develop a "big data-precision" user platform and push personalized services.Third,optimize the form and promotion channel of “ melting media ” and unlimitedly exploit the advantages of the WeChatplatform.Fourth,improve the information review mechanism to ensure the authenticity and reliability of news information.Fifth,innovative advertising models to obtain more profits to support the development of the newspaper's WeChat platform.Sixth,enhance the high viscosity between the audience and the new media,and increase the participation of the WeChat platform audience.Finally,establish an excellent team of all-round talents and produce more excellent news information.As a result,urban newspapers have become more rational and diversified to use WeChat public platforms.