How To Operate The We Chat Public Account Better Under The No Message Age

Before December 2017,the WeChat public platform's "original statement" and "message" features required the operator to send message continuously for a month to get;After that,the WeChat public platform announced the full opening of the two features of the platform.However,just three months later,in March 2018,the WeChat public platform announced that "the message function of the newly registered account has been cancelled;And accounts that have been registered within the last three months but have not yet used the feature will also be withdrawn from the message feature ".WeChat's public platform has been adjusting its policies for three times in a short period of time;Operators of WeChat public accounts' emotion also changed from "cheering for the arrival of spring" to "falling into the silence of the ice and snow".When the WeChat public platform constantly adjust it's new policies,how to better operate the public account has become a difficult problem that countless original self-media people need to think urgently and break through.Taking the design and operation of the regional intangible cultural heritage WeChat official account "Live in Shanxi" as an example,proceeding from the operation of the official account,in this article,we show that the design,conception,practice and other stages of the official account in detail;and many other the specific conditions and situation in the process,such as the construction of public accounts,publicity and promotion,user management;and on this basis,combined with the professional and specialty methodology in researching of journalism and communication,the relevant theories of new media,and the cutting-edge knowledge,it is preliminarily summarized that under the new policy of WeChat,operators can take a number of measures to effectively carry out account operation and user management,strengthen the users' viscosity,improve the click-through rate and reading amount of content,producing certain benefits and maintain the sustainable operation of the account through standardizing the design of the platform,setting the appropriate push time and push frequency,expending the dissemination and promotion channels,carrying out community operation,perfecting the service function,connecting and interacting with the Web page of WeChat,Weibo,and expanding the user experience,achieving sustainable operations,and so on.The purpose of this paper is to provide a certain reference for self-media workers to better operate WeChat public accounts under the background of the continuous adjustment of the policy of WeChat public platform.