Research On The Communication Strategy Of Jiangxi Governmental Tik Tok Numbers

In the era of media integration,government agencies actively innovate their service forms,among which short videos are attracting attention for their low creation threshold,large user groups and strong communication power,etc.As the leading platform in the field of short videos,Tik Tok attracts government agencies at all levels to open Tik Tok accounts.Based on the third-party service platform "Xindou Data",this paper investigates the overall characteristics of Jiangxi’s governmental Tik Tok numbers by combining content analysis and case study analysis.It was found that the number of government shake numbers opened in each city of Jiangxi Province was roughly proportionally correlated with the number of resident population;the number of district and county-level government Tik Tok numbers and integrated media categories accounted for the largest number,etc.In turn,five representative political Tik Tok numbers in Jiangxi Province were selected to summarize the communication characteristics,and found that there are common points of communication in Jiangxi Province political Tik Tok numbers,the first is to master the "golden hour" of the new media era,including the "golden hour" of the release time and the "golden hour" of the release length,and the second is that the video form is relatively single and limited.The final summary is that the Jiangxi government Tik Tok number is generally faced with three levels of management,operation and philosophy of the reality of the dilemma,In the end,we proposed five communication strategies of "building brand","optimizing content","deepening interaction","collaboration" and "adhering to the attributes of government",in order to contribute to the benign development of the government Jitterbug.