文章摘要
李广欣. 科技期刊微信公众号推文内容运营状况调查与分析. 中国科技期刊研究, 2017, 28(12): 1141-1147
科技期刊微信公众号推文内容运营状况调查与分析
Analysis on content operation of WeChat official accounts of scientific journals
投稿时间:2017-07-25  修订日期:2017-09-17
DOI:10.11946/cjstp.201707250621
中文关键词: 科技期刊  微信公众号  内容运营  社交媒体
英文关键词: Scientific journal  WeChat official account  Content operation  Social media
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基金项目:天津市哲学社会科学规划青年项目“社交媒体传播效果研究”(TJXC16-001Q)。
作者单位E-mail
李广欣 南开大学文学院传播学系天津市卫津路94号 300071 liguangxinnk@126.com 
中文摘要:
      【目的】 探究科技期刊微信公众号内容运营中的规律性因素,为科技期刊有效开发社交平台、提升推送服务水平提供参考与建议。【方法】 基于大样本调查的方法,利用内容分析、统计研究等社会科学方法,考察科技期刊微信公众号推送服务的整体状况、推送文章的内容特色。【结果】 科技期刊微信公众号推文的内容类型相对固定,专业性色彩较浓;但推送服务总体上不活跃。利用纸刊内容的比例与推送服务的活跃性之间存在正相关关系。【结论】 科技期刊开展推送服务、提升传播力的前提是信息的持续供给。而纸刊刊载的研究成果及其合理转化,恰是维系推送内容运营稳定发展的重要资源。
英文摘要:
      [Purposes] The paper aims to explore the regularity factors of content operation which would be useful as a reference for effectively developing social media and promoting the push service levels of scientific journals. [Methods] Based on the method of large sample surveys, we adopted quantitative research methods to explain the overall situation of push service and content characteristics of push articles. [Findings] The contents published by WeChat official accounts of scientific journals have fixed types, and are often related to subject features of scientific journals. But the push services are generally inactive. There is a significant positive correlation between the proportion of paper content and the activity of push services. [Conclusions] The preconditions of scientific journals which could promote the push services and improve the communication ability are continuous supplies of information. The achievements in printed editions and their reasonable conversions are important resources to maintain stable development of the content operations.
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