科技期刊微信公众号3种运营模式分析探讨
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摘要
【目的】探索科技期刊微信公众号的成功运营模式和策略。【方法】对《暖通空调》《中国中药杂志》《金属加工》等3种科技期刊微信公众号2016年8月1日—31日的发文内容和点击量进行统计,分析不同定位下发文内容、表现形式、不同内容来源对点击量的影响。【结果】科技期刊微信公众号可在准确定位、以互联网思维思考的基础上,采用多媒体形式、注重内容原创和二次加工、善于策划和利用热点、缩短发布周期、组建专业运营团队等方法,成功运营微信公众号。【结论】科技期刊宜采用围绕服务刊物、报道专业技术;专注于科普和大众教育;围绕大行业背景+多媒体的形式等3种模式运营微信公众号,办出特色。
[Purposes] This paper aims to explore the operation successful patterns and strategies of scientific journals' Wechat public accounts. [Methods]Based on the contents and hits statistics of publications from 1 August 2016 to 31 August 2016,which were from the scientific journals' WeChat public accounts of Journal of HV&AC,China Journal of Chinese Materia Medica and Metal Working,it analyzed the influence about the hits from contents / manifestations / different content sources under different positions. [Findings]Scientific journals can successively manage WeChat public accounts,if they have precise position,reflect on Internet thinking,use multi-media,focus on original and reworking contents,are good at planning and using the hot points,shorten publishing cycle,establish operation team and so on. [Conclusions]Scientific journals should use these methods to manage WeChat public account: tightly revolve around the journals and technology,focus on popularization of science and mass education and the whole industry background with multimedia. Scientific journals need to develop the characteristics of WeChat public accounts.
[Purposes] This paper aims to explore the operation successful patterns and strategies of scientific journals' Wechat public accounts. [Methods]Based on the contents and hits statistics of publications from 1 August 2016 to 31 August 2016,which were from the scientific journals' WeChat public accounts of Journal of HV&AC,China Journal of Chinese Materia Medica and Metal Working,it analyzed the influence about the hits from contents / manifestations / different content sources under different positions. [Findings]Scientific journals can successively manage WeChat public accounts,if they have precise position,reflect on Internet thinking,use multi-media,focus on original and reworking contents,are good at planning and using the hot points,shorten publishing cycle,establish operation team and so on. [Conclusions]Scientific journals should use these methods to manage WeChat public account: tightly revolve around the journals and technology,focus on popularization of science and mass education and the whole industry background with multimedia. Scientific journals need to develop the characteristics of WeChat public accounts.
引文
[1]吴彬,丁敏娇,贾建敏,等.利用微信平台打造科技期刊编辑新方式[J].中国科技期刊研究,2014,25(5):662-664.
[2]史春薇,陈平,王亚新,等.3G时代科技期刊利用微信实现远程校对的可行性研究[J].中国科技期刊研究,2014,25(1):151-155.
[3]唐栋.《中华检验医学杂志》利用微信打造读者服务平台的尝试[J].编辑学报,2015,27(2):175-177.
[4]贾建敏,季魏红,吴飞盈,等.《中华眼视光学与视觉科学杂志》运用微信公众平台的实践[J].编辑学报,2016,28(4):172-174.
[5]谭潇,刘尚昕,时秋宽,等.《中国心血管杂志》微信公众平台运营现状及传播力分析[J].中国科技期刊研究,2015,26(7):715-718.
[6]钱筠,郑志民.中国科技核心期刊微信公众平台的应用现状及对策分析[J].编辑学报,2015,27(4):379-381.
[7]马爱芳,赵建梅,王宝英,等.我国中文自然科学核心期刊微信公众平台开通现状的调查与分析[J].编辑学报,2015,27(5):481-483.
[8]冀芳,张夏.CSSCI来源期刊微信公众平台运营现状及优化策略[J].中国科技期刊研究,2016,27(7):765-767.
[9]吕冬梅,李禾.从传统纸媒到新媒体的另辟蹊径——《中国中药杂志》的“双转型”战略[J].科技与出版,2016(6):8-10.
[10]吕冬梅,杨驰,陈玲,等.科技期刊的微信创新定位与公众号的运营——以《中国中药杂志》微信公众号为例[J].科技与出版,2016(6):16-18.
[11]徐亟,李禾,杨驰.从传统纸媒到新媒体,科技期刊如何走出第一步[J].科技与出版,2016(6):13-15.
[12]陈玲,徐亟,杨驰,等.科技期刊微信公众号文案的撰写分析——以《中国中药杂志》为例[J].科技与出版,2016(6):20-22.
[13]张扬.科技期刊办刊中“全策划”理念及实践[J].中国科技期刊研究,2015,26(11):1223-1225.
[14]隅人.科技期刊面对的数字出版[J].中国科技期刊研究,2015,26(10):1025-1027.
[15]周华清.科技期刊微信公众平台运营指标与模式研究[J].中国科技期刊研究,2015,26(12):1289-1294.
[2]史春薇,陈平,王亚新,等.3G时代科技期刊利用微信实现远程校对的可行性研究[J].中国科技期刊研究,2014,25(1):151-155.
[3]唐栋.《中华检验医学杂志》利用微信打造读者服务平台的尝试[J].编辑学报,2015,27(2):175-177.
[4]贾建敏,季魏红,吴飞盈,等.《中华眼视光学与视觉科学杂志》运用微信公众平台的实践[J].编辑学报,2016,28(4):172-174.
[5]谭潇,刘尚昕,时秋宽,等.《中国心血管杂志》微信公众平台运营现状及传播力分析[J].中国科技期刊研究,2015,26(7):715-718.
[6]钱筠,郑志民.中国科技核心期刊微信公众平台的应用现状及对策分析[J].编辑学报,2015,27(4):379-381.
[7]马爱芳,赵建梅,王宝英,等.我国中文自然科学核心期刊微信公众平台开通现状的调查与分析[J].编辑学报,2015,27(5):481-483.
[8]冀芳,张夏.CSSCI来源期刊微信公众平台运营现状及优化策略[J].中国科技期刊研究,2016,27(7):765-767.
[9]吕冬梅,李禾.从传统纸媒到新媒体的另辟蹊径——《中国中药杂志》的“双转型”战略[J].科技与出版,2016(6):8-10.
[10]吕冬梅,杨驰,陈玲,等.科技期刊的微信创新定位与公众号的运营——以《中国中药杂志》微信公众号为例[J].科技与出版,2016(6):16-18.
[11]徐亟,李禾,杨驰.从传统纸媒到新媒体,科技期刊如何走出第一步[J].科技与出版,2016(6):13-15.
[12]陈玲,徐亟,杨驰,等.科技期刊微信公众号文案的撰写分析——以《中国中药杂志》为例[J].科技与出版,2016(6):20-22.
[13]张扬.科技期刊办刊中“全策划”理念及实践[J].中国科技期刊研究,2015,26(11):1223-1225.
[14]隅人.科技期刊面对的数字出版[J].中国科技期刊研究,2015,26(10):1025-1027.
[15]周华清.科技期刊微信公众平台运营指标与模式研究[J].中国科技期刊研究,2015,26(12):1289-1294.