| The interactive nature of social media has changed the problem of how difficult it used to be for people to interact with each other.The WeChat official account embedded in WeChat has become an important way for users to obtain information and social contact,as well as an important composition of the new media matrix of public institutions.The hospital uses WeChat official account to expand its business scope and provide information services,which provides a new channel for doctor-patient interaction and a new platform for health communication.In 2018 China health class WeChat influence,“West China Hospital,Sichuan University” WeChat official account,all into the top five,and repeatedly won the first,the local characteristics to attract a large number of users to participate in interactive and interactive mode.Therefore,this paper will discuss the user interaction of the official account,explore the successful experience and problems of its interactive communication,in order to provide reference for the operation of WeChat official account of public hospital.This paper firstly sorts out the general situation,operation framework,interactive system,interactive object and interactive rules of the WeChat public number of “West China Hospital,Sichuan University”.Secondly,this study analyzed the content of the articles pushed by the WeChat official account of “West China Hospital,Sichuan University” on January 1,2015 and June 30,2019,so as to obtain the current situation of user interaction.Then,this study carried out a questionnaire survey on the interactive participation motivation of WeChat official account of “West China Hospital,Sichuan University”.Finally,based on Collins' theory of “interactive ritual chain”,this study systematically analyzed the interactive benefits of WeChat official account of “West China Hospital,Sichuan University”.The results show that the WeChat official account of “West China Hospital,Sichuan University” has an outstanding communication influence because it successfully adopts the following interactive communication strategies: first,the interactive system is perfect,based on the interaction of information and technology to meet the most users demand,promote users interact,improve the strength of information dissemination;Second,the regular release and steady update frequency of tweets on public accounts have established a long-term and stable relationship with users.Third,the operators of official accounts use tweets as an intermediary to share emotions with users,use funny and popular language to drive users' emotions,and guide users to participate in the interaction with suggestive words.Fourth,the official accountinteraction mode operation fluency gradually improved.At the same time,it should be pointed out that the WeChat official account of “West China Hospital,Sichuan University” still has some room for improvement and improvement in terms of its interaction with fans.First of all,obtaining authoritative information is the main motivation for users to participate in the interaction of the official account,but there is a partial deviation between the interaction focus set by the official account and the user's concerns,so the content planned by the operators should mainly meet the information needs of users.Secondly,the feedback of the operators of public accounts to the user comments is dispersed,to strengthen the frequency of feedback user comments,further rhythmically linked with the user emotions,sublimate the individual emotional energy of users,improve the user's degree of favor and recognition of the official account.Finally,users of official accounts have a low sense of belonging to their fans,so operators should actively organize online and offline activities to connect fans and enhance their sense of unity.At present,the health industry is becoming one of the pillar industries of the national economy,and people's demand for health is becoming more and more prosperous and demanding.This study will provide reference for enriching the connotation of health communication and improving the effect of health communication. |
