Research On The Communication Power Of The Wechat Official Accounts Of The Museums In Sichuan Province

WeChat,as a social networking tool,has emerged into every corner of life with its convenience and timeliness and diversity of information in the digital media era.Nowadays,all kinds of WeChat Official Accounts play different roles in the modern society,such as spreading news,conducting e-commerce,providing information about culture,education and tourism,handling government affairs and so on.Museums serve as institutions for social and cultural communication and for public education.They constitute a crucial part in our social inheritance.With the rapid development of mobile Internet technology,WeChat Official Accounts begin to play an important role in combining the museums'traditional ways of information dissemination and new media technologies and platforms.Promoting the communication power of WeChat Official Accounts and establishing a suitable indicator system for its development are conducive to popularizing museums.The content in this study is mainly divided into three parts,including the theoretical analysis,quantitative analysis and empirical analysis.At first,this study focuses on the three dimensions--communication subject,communication content and communication effect--and proposes an indicator system for WeChat Official Accounts of museums,including 8 first-level indicators and 28 second-level indicators.And then,based on the time span of cases studies,the study selects indicators for establishing an indicator system for WeChat Official Accounts of museums.After calculating the weight of the indicator,the author conducts cases studies of 11 WeChat Official accounts of museum in Sichuan Province and carries out empirical analysis.Finally,it proposes some measures and suggestions about this study.It mainly uses research methods--such as Literature Analysis,Delphi method,Analytic Hierarchy Process and so on--to seek key factors that affect the spread of WeChat Official accounts.This study aims at helping museums improve communication power of their WeChat Official Accounts of museum and creating its own image.From analyses to be presented in this paper,it is found that there are some problems and deficiencies in the WeChat Official Accounts of the Sichuan Museum.Given three dimensions of the indicator system,five suggestions are proposed for reference in order to promote WeChat Official Accounts of the Sichuan Museum.Firstly,these WeChat Official Accounts can optimize the account image and provide comprehensive services.Secondly,they can schedule good timing for publishing articles and increase the number of tweets.Thirdly,they can make good use of their own advantages and improve quality of article.Fourthly,they can combine online publication with offline activities and enhance interaction.Finally,they can employ multi-media methods,and increase the diversity of tweets.