中华医学会系列期刊微信公众号运营情况分析

【目的】 分析中华医学会主办期刊微信公众号运营情况,以期了解医学期刊微信公众号的运营规律,为医学期刊更好地利用微信公众号提升影响力提供参考。【方法】 通过分层系统随机抽样方法从中华医学会主办的109种期刊中抽取30种为研究对象,通过期刊官网获取其微信公众号信息,并关注公众号,检索推文信息,分析其微信公众号自开通以来的发文情况,将微信公众号整体传播力、篇均传播力、头条传播力、峰值传播力以及微信传播指数作为评估指标,分析医学期刊微信公众号的运营情况。【结果】 各公众号的总推文量、总阅读量、总推送次数、篇均阅读量、总在看数、总评论数均整体呈每年上升趋势(P均<0.05)。其中,文献类型为标准·指南·共识的推送内容的阅读量及点赞数都居前列。通过热词分析发现,出现频次最高的词语均为该专业的主流研究方向及行业热点,聚集性明显。【结论】 医学科技期刊编辑应努力发掘好的文献内容作为传播素材,丰富推文形式,加强微信公众号的运营与维护,最大限度地满足读者群体的多元化需求,助力我国建设世界一流科技期刊。

Operation of WeChat official accounts of journals sponsored by Chinese Medical Association

[Purposes] This paper aims to analyze the operation of WeChat official accounts of journals sponsored by Chinese Medical Association, which is expected to clarify the operating strategies and provide a reference for medical journals to improve impact via WeChat official accounts. [Methods] Stratified random sampling was employed to select 30 journals from the 109 journals sponsored by Chinese Medical Association for analysis. WeChat official accounts of the selected journals were searched from the official websites. Then, we followed these accounts and retrieved their publications since establishment. The operation of these official accounts was evaluated based on the overall communication power, average communication power per paper, headline communication power, peak communication power, and WeChat communication index. [Findings] These official accounts logged an overall upward trend in annual number of publications, total views, total pushing times, average views per paper, total wows, and total comments (all P_s<0.05). Among the publications, standards, guidelines, and consensuses came out in font in both views and thumbs-up. The analysis of hot words suggested that the words with the highest frequencies were the main research directions and industry hotspots in the related disciplines, with obvious clustering. [Conclusions] Editors of medical journals should select feasible types of articles for communication, enrich article forms, strengthen the operation and maintenance of WeChat official accounts, and strive to meet the diversified needs of readers, thereby developing world-leading scientific journals in China.