"Phoenix News Client" WeChat Public Number Content Operation And Its Effect Research

In the era of network communication,the content operation of new media is a hot topic,and related research in the academic and industry is in the ascendant.The author has been employed by F Network Mobile Internet Department since May 2018 as a content operation officer.With the help of my job,the author conducted an eight-month participation observation.This paper takes the F news client WeChat public account as the research object,and uses the participation observation method,in-depth interview method,content analysis method and other research methods to explore the content operation and effect of the WeChat public number.The basic ideas and main findings of the research are as follows: Firstly,the content editor of the F news client WeChat public number is analyzed.It is found that the news clues are generally to find hot spots from whitelist media sources and to adopt compensatory news point reorganization in content integration.The method,the multilevel audit responsibility system,the unified push of information,and the positive comments in the background and negative comments are used for content editing.Secondly,through the four dimensions of column setting,layout style,language expression feature,release form and release time,the characteristics of F-mail client WeChat public account content are analyzed,including the layout style is simple,the language style is younger,and the release form is diversified.The release time caters to the reading habits of the audience.Finally,from the aspects of powder increase,"drainage" and "doing different",the effect of the F news client WeChat public content operation is analyzed.It also summarizes the existing problems in its content operation,and proposes the following strategies: to establish a content operation team with complete structure and clear responsibilities,to improve the integration of manuscript news points,to clarify the timing of push,flexible push time,and to add community operations and establish User communication groups,etc.Although this article is a case study,it will help deepen the scientific understanding of the F News client WeChat public account and its similar new media content operations,and provide reference for the healthy development of WeChat public account.