Research On WeChat Martix Of The Paper News

The rapid development of Internet,the enhancement of audience consciousness and the development of media convergence have created varied forms of communication pattern.As the main force of the mobile terminal,We Chat has also attracted many media.They has established multiple We Chat official accounts and formed a "matrix" structure to enhance communication effects and brand influence.As a new media which entered the Internet earlier,"The Paper News" has gradually established its We Chat matrix,and the "The Paper News" We Chat official account is the leading member of this matrix structure.This matrix consists of 22 accounts,and are involved in many fields such as news,economy,entertainment,health,science and so on.This paper takes the 22 We Chat official accounts as the research object,and elaborates the establishment background and the running status of this matrix.Based on the media richness theory and its four standard,conduct an empirical study with content analysis on the visual recognition system,article content,data-push strategy,communication effect,and structured method in this We Chat matrix.Through analysis,it is found that the We Chat matrix of "The paper news" has the following characteristics:in terms of content composition,the visual recognition system seeks common while reserving differences,and retains the "Paper" word to advocate the brand;the function menu is full of variety;the topic of article mainly are commentary and the module of article arrangement is lack of using multimedia.In terms of the data-push strategy,the delivery time has cultivated the audience's reading habits,the delivery frequency is relatively fixed,and the activity of each matrix member has a large difference;the comment and the response rate are rather low,and the page views are varied from different accounts.In the construction method,it is dominated by the "The Paper News" We Chat official account,and the sub-accounts in charge of and expand the audience segmentation.This We Chat matrix is used as a port to realize the interconnection and interaction of multiple platforms.After analyzing and summarizing the data,it is found that the “The Paper News”We Chat matrix has achieved significant success,but there are still some shortcomings:the communication effects are severely polarized,the lack of interaction with the audience,the level of article views is uneven,and integration of each accounts is barely satisfactory.To improve these shortcomings,we can start with focusing on planning and coordination,improving the social attributes of official accounts,and cultivating user mode.It also provides sum up experiences and optimization scheme for other media convergence and construction of media matrix.