Inner Mongolia Autonomous Region League-level Radio And TV Station Research On The Operation Effect Of WeChat Public Account

Inner Mongolia Autonomous Region League-level radio and television stations have a wealth of news resources,editors and editing equipment.League-level radio and television stations can use the WeChat public number to achieve the deep development of media convergenceIn this paper,there will be 9 prefecture-level cities in Inner Mongolia Autonomous Region,3 alliances and 2 separate cities.Except for the Ericsho Radio and Television Station,which has not opened the WeChat public account,a total of 13 radio and television stations have official WeChat public micro-research objects,which are sampled by the construction week.The law uses the content analysis method to conduct empirical research on various city-level radio and television stations.From the two dimensions of communication subject and user,we will understand the operation and usage of the WeChat public account of the city-level radio and television stations,and finally evaluate the overall operation effect of their public number.The study found that the current level of operation of the WeChat public account of the city-level radio and television stations is not high overall.The performance is as follows:the homogenization of the content of the article is serious,the audience positioning is not clear,the traditional media people's inherent thinking is not changed,the service consciousness is lacking,and the geography is concerned.Lack of ability to integrate local information resources.At the same time,the deep interview method was used to analyze the relationship between user behavior and WeChat public account.It was found that the WeChat operation of the League-level radio and television station lacked the "audience standard" and lacked positive interaction.Finally,the author believes that if the city-level radio and television station wants to get out of the media integration dilemma,it should upgrade the media platform and build a media platform based on "news + government + service".WeChat is a key link.In order to achieve good media integration,we must cooperate with the government and county-level media,and combine local news and local government affairs from local people's livelihood and local culture to create a"media + service" WeChat public number that integrates news and service.