Research On The WeChat Communication Metrics Of The People Daily

As the change of media haits of masses and media form,it's necessary for traditional media to realize the transformation and upgrading.Because of the social value and media value of WeChat,plus the convenience and low-cost of application for account.An increasing number of traditional media build the WeChat communication metrics,who is looking forward to exerting constellation effect,and enhancing brand influence in new media field.The WeChat communication metrics of the People Daily is a necessary and effective measure for People Daily to achieve media convergence.The WeChat communication metrics of the People Daily has build a three-dimensional structure:around the brand to accomplish audience segmentation;based on Central Kitchen to operate independently;depend on traditional media sources to co-ordinate information push service.As the empirical investigation and analysis of the content of texts show,the operating working by the WeChat communication metrics of the People Daily has following features:In respect of identity system,the design of Wechat name and Wechat heads have both similarities and differences.What is similar between them is underscoring the core brand.The Wechat ID in form of phonetic transcription is used most.The function introduce emphasize the functional positioning of the platform.The function menu has a rich hierarchy,and give importance to integration of multimedia platform.In respect of content communicated,the core of content strategy is news information,that is written in a simple and straightforward way,and its presentation consists of pictures and words.The advertising map of articles is complex,which send out variety information.In respect of application status,the time to certify an account and push articles is without regularity.The activeness of article push is large different.In respect of result of communication,the small number of the messages from reader and suggestion reply of operator.The little number of reading of articles and approval indicates that the audience doesn't show a high recognition degree to the content communicated.The number of reading of articles in WeChat increase smoothly.Four problems in the communication of the WeChat communication metrics of the People Daily are found after data mining and analysis.The first is the lack of strategy planning of communication metrics,and large differences in account operations.The second is the visual clutter in identity system,which will hurt the brand image.The third is the quality of content communicated is sometimes good and sometimes bad.The subject is vague.The fourth is the low frequency of interaction of account-to-account.The fusion performance is less effective.In order to resolve these problems,it's necessary to make a strategy plan of development and information push of the WeChat official account;to set up a unified identity system;to optimize article publishing;to strengthening the scheme of the subject of articles;to attaches importance to further enhancing cooperation with other WeChat official account and to increase the interaction with audience.Therefore,to promote the benign development of the WeChat communication metrics of the People Daily,and provide some useful implications for others.