Research On The Interaction Between The Wechat Public Account Of Media And Its User

With the development of mobile Internet,the emergence of new technologies has changed the way users receive information,which has brought challenges to news media.The popularity of social media(such as Weibo,WeChat)has made it the important breakthrough of the media transformation,through the powerful force of social media,many traditional media opened the public account,some traditional media won a large success,such as WeChat public account ——the People's Daily's influence has been long-term on the top of the influential rankings.WeChat Public Account of media has been able to succeed,which not only benefit from its own accumulated brand influence but also its efforts on operating.This paper focuses on the interaction between the WeChat public account of media and its user,By analyzing the interactive status of WeChat public account and users,find out the problems and shortcomings in the interaction between media WeChat public account and its users,It is also possible to provide a reference for the WeChat public account in terms of interaction with users.WeChat Public Account of media in better interaction with users,also can improve the user's trust and perception,improve the communication effect of WeChat public account.This article takes the most representative WeChat public account of the four types of media such as newspapers,radio,television and internet as the research object,and use the synthetic week sampling method to select the sample of the WeChat text of research object from August 1,2016 to July 31,2017,using content analysis method to summarize the current status of interaction between WeChat public account and its users.This study found that the interaction between the public WeChat public account and its users is dominated by content interaction.That is,the WeChat public account releases the content and the user opens and reads the content.This is the most important way for the WeChat public account to interact with its user.For the interactive form,the form of interaction between the WeChat public account and the users is relatively simple.At present,mainly taking screenshots of users' comments ascomments,other forms such as issuing benefits and replying user comments are rarely used.This study also uses a deep interview method,from the user's point of view on the interaction between media WeChat public account and its user.The study found that the majority of respondents who were concerned about the media WeChat public account were not often open the account,and their primary purpose was to obtain information.The interactions between media WeChat public account and its user are few,respondents prefer types of interaction such as message lottery,voting,red envelopes and so on.In addition,respondents generally believe that media WeChat public account does not pay enough attention to interaction with users.Finally,the paper summarizes the problems existing in the interaction between media WeChat with users,and puts forward some suggestions.The media WeChat has the problems of limited content interaction,single interaction types and low feedback rate.,Therefore,this study thought that in future operations,media WeChat can try following methods.make content interaction better,innovative interaction form and increase feedback frequency.