| Ten years after the launch of WeChat,it has grown from a small and beautiful instant messaging product to a filly functional APP,which is no longer childish and looks like a slightly rich middle-aged man.The public account embedded in WeChat for many years,almost the same age as WeChat,is also gradually slowing down in the rapid development speed.In 2016,Douyin was born,and the short video content platform was fitted with wings of rapid development,and the short video track was in full force.In order to capture users' usage time,various content creation platforms are doing their best.Even WeChat itself has added a "video number" defensive product to the 2020 release.The WeChat official account in 2020,in each version of the update has been fine-tuned,to make every effort to increase user loyalty.The 10-year-old WeChat official account is still working tirelessly on the land of its content creation which has been deeply plow for many years,playing an important communication function.Under the background of such a huge number of users and the sudden rise of short video platforms,how does the mainstream media WeChat official account turn the tide in the competition and have its own characteristics?And has developed relatively mature WeChat public number in the current dissemination and reporting process is how to play their own advantages?What is the communication strategy?What is the content and effect of the communication?What is the experience worth learning from and need to improve,which is the main content of this study.This paper selects the public account WeChat of CCTV News as the research object,adopts statistical analysis method,literature analysis method,comparative analysis method and content analysis method as the main research methods,conducts detailed statistics and research on its tweets in 2020 and analyzes the characteristics of its communication content.In order to better measure the current communication effect of the official account of CCTV News,I selected the tweets of the official account of People's Daily in the same period to compare with it.It is found that the communication effect of the official account of CCTV News is slightly inferior to that of the official account of People's Daily,and the quality of tweets should be improved and stabilized.In the comparison of the interactive effect,the public account of CCTV News has won a relatively good interactive effect with its image of being close to the people and serving the people.The interactions between the two official accounts suggest that mainstream media still have a lot of room to improve when it comes to giving feedback to readers.The contents and communication effects of the public account of CCTV News in 2020 have brought several enlightenment to the operation of the public account of mainstream media WeChat:it is necessary to do a good job in the communication of service and tool information;The form of push should be improved in time according to the development of technology,and make good use of the dividends of The Times of articles,pictures and videos.Pay attention to the creation of the civilian image to activate the strength of national unity and connect the national emotion;Emphasis on two-way interaction with readers.To make full use of the tremendous energy brought by media convergence,mainstream media should be the record of The Times and the release valve of the society. |
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