Research On The Content Construction Of "yixinligongkaike" WeChat Official Account

The faster and faster pace of life and changes in social development have caused people’s psychological pressure and conflicts to become increasingly prominent,and national mental health has increasingly become a public health and social problem that affects social development.As one of the main self-media positions at present,We Chat official accounts are a convenient channel to popularize mental health knowledge to the public.However,there are still many problems in the development of mental health We Chat official accounts.Therefore,this article selects a representative We Chat official account in this category as a sample to investigate and analyze its dissemination content,with a view to researching methods and strategies that can effectively improve the quality of the content to help the mental health official account develop well.This research combines literature analysis,content analysis,and case study methods to conduct empirical research.Taking “Yixinligongkaike” as the research object,all the content pushed from October 2020 to December 2020 is selected,and a total of 368 samples are collected.From the five aspects of content type,credibility,title presentation,body presentation,and interactivity,conduct research and analysis on its dissemination content to find out its existing problems.Based on the number of readings and the number of recommendations,it examines the main content factors that affect the effectiveness of the communication,and finally puts forward specific development suggestions to improve the quality of the communication content.The research found that the communication content of“Yixinligongkaike” has problems in content topic selection,expression and presentation methods,and commercial drainage.Therefore,when constructing content,it is necessary to pay attention to topics selection combined with positioning and audience needs,strengthen originality,pay attention to multi-dimensional information citation,optimize multimedia materials and interactive elements,use location,keywords and typography to emphasize,enrich business topics,and optimize the structure of articles to promote soft marketing,so as to improve the communication effect.