Research On The Dissemination Of Health WeChat Public Accounts

In the era of mobile Internet,Wechat,as a typical representative of social media,plays an important role in information dissemination and social interaction.As a new media,Wechat Public Accounts has become a new platform for different communicators to transmit health information.It provides a more convenient channel and way for the transmission of health information.This paper uses content analysis method to analyze the dissemination contents of "Dr.Clove" and "Health Times" public accounts,and puts forward optimization strategies based on describing their characteristics.The study found that the contents of "Dr.Clove" and "Health Times" are rich in themes,including science popularization,question answering,health preservation,sports,medicine and other aspects,and the content of dissemination is close to life,with a strong pragmatism tendency.In the push articles,the highest reading volume is more than 100,000,and the lowest is only a few thousand.This also reflects the influence of different topics on the reading volume from the side.From the dissemination effect of the article theme,the reading volume of practical topics such as popular science and answering questions is significantly higher than that of other topics.In terms of content production,the two public numbers are highly original.Most of the articles are written by the public numbers team.The difference is that the articles of "Doctor Clove" public accounts not only have their own writing team,but also have a large number of doctors from cooperative hospitals,researchers from research institutes and scholars from universities.The "Health Times" mainly relies on the database of its mother newspaper and reporters.With the development of the internet,the production of public number team begins to change from providing knowledge to extracting knowledge.In the form of communication,the combination of pictures and texts has become the standard of article push,and expression packages and popular pictures have also begun to appear in the article.Various types of headlines and sentence patterns of headlines have begun to appear.Through Pearson's correlation analysis,it is found that the amount of reading of those sensational and striking headlines has not changed much compared with ordinary headlines,which also reflects the public improvement in media literacy.In terms of user interaction,both public numbers have the function of message answering and interactive with readers,but by contrast,the response rate of "Dr.Clove" to the message is higher than that of "Health Times",that is,"Dr.Clove" pays more attention to the message of the audience.Even so,the average response rate of "Dr.Clove" to the message is only about half.With the increase of the number of messages,the response rate has a downward trend.On this basis,this paper puts forward several optimization paths to solve some problems existing in the two public accounts:first,to improve the proportion of content,increase psychological and emotional articles,and provide better service;second,to improve the content section,reduce content duplication,and use the fixed plate to cultivate the reading habits of the audience;third,to gradually establish the Wechat matrix to improve accuracy and more.The fourth is to optimize the feedback mechanism of information,improve the quality of interaction,pay full attention to audience feedback,and establish a good interaction relationship with users.