Analysis On The Existing Problems And Counterme-Asures Of Traditional Media And WeChat Official Accounts

With the rapid development of information technologies,new media have come into being.The popularization of instant messaging tools based on mobile internet and widespread application of smart cellphones have changed communication mechanisms and modes of traditional media.Meanwhile,new media have gradually become one of media for mass communications.With the emergence and extensive use of new media,the launch of WeChat public platforms has brought new opportunities for transformation and development of traditional media in their operations under the macroscopic communication environment of the new media.Through this new platform,traditional media try to expand their media industry circle,occupy more audience resources,meet the needs of "micro era" advertisers and expand the influence of their brands.Nowadays,WeChat public platform has become one of the important media in media convergence and all media communication pattern construction.Traditional media should correctly face the development and changes of new media,gradually promote their integration from form to depth,seriously operate WeChat public account,and strive to gain more audience's attention and market recognition.Based on the "People's Daily",and "CCTV news" number two WeChat public media as an example,through the two media WeChat public number in the content source,specific analysis of tweet type,tweet time,tweet frequency,tweet form,title characteristics and language characteristics,column setting,platform promotion,editor:ial team,profit model and other aspects,to find out the problems existing in traditional media WeChat public under the "micro era" and put forward corresponding countermeasures.