The Study Of "Prism" Official WeChat Public Accounts

While the vast majority of traditional media has been struggling with the revenue,and it's not going to continue to provide the quality in-depth content,the prism program that tencent has made,has been the first brand in a short time to be the first of the Chinese online media,to be the mainstream of the media industry's deep investigative reporting.Prism WeChat public account is outstanding and representative in the industry,and has certain practical significance and theoretical value for its research.First of all,the research of this project starts from sorting out the development trend of WeChat public account,introducing the current situation of WeChat public account of prism,and understanding the operation mode of WeChat public account of prism.Key to select "prism" on January 1,2016 to December 31,2016,the push of the article,adopt the method of equidistant sampling,obtain 103 valid samples as the research object,through to the news source,report fields,push form,genre,the news report title,editorial style analysis,found the prism micro letter public push article presents:to produce high quality original content by a professional team of reporters;The topic focuses on the deep-seated problems in the political and economic fields.Headline of news with "news leading role" grab an eye;Editing style has its own characteristics.The article also from the push frequency,audience interaction,three dimensions further analyzes the original product matrix "prism" micro letter public operation status quo,found that "prism" micro letter number number of push public law,conform to the audience to accept psychology;Push time is relatively fixed,which is conducive to audience's reading experience.Original product matrix dissemination to enhance the brand effect,rich push content;However,there is also a single form of push which does not make full use of various multimedia forms.The overall lack of interaction with the audience and other deficiencies,to be improved.After analyzing the content and operation of the public account of prism WeChat,the article also summarizes the unique charm of the public account of prism in the financial news industry.First of all,from the perspective of content dimension,there are three characteristics:adhere to the idea that content is king,and enter into the core of the industry with professional in-depth financial reporting;Original report,innovative topic.selection and exclusive report;We will adhere to the reporting principle that "the leading role of news is the core,and the quality of time limitation should be paid attention to both".Secondly,in terms of operation,prism WeChat public account values the influence of users' "circle of friends".Establish the original product matrix and jointly develop.In the current media competition drama,prism WeChat public ship in the way of problems and deficiencies are inevitable.For example,there are fewer operators and no team building.Less interaction with the audience,lack of public account image setting;The advantages of new media are not fully utilized,and the content of pictures and texts is monotonous.The publicity and promotion of public account is insufficient.In this regard,the paper puts forward Suggestions for optimization.First,establish a professional operation team and build a communication effect assessment system.Second,attach importance to interaction and feedback and build WeChat public account image.Third,highlight the visual transmission characteristics,H5 light application;Fourth,multi-channel publicity and promotion to maximize the effect of communication;Fifth,implement the PGC+UGC strategy to enhance the initiative.