WECHAT OFFICIAL ACCOUNT CLEANUP HOW TO

We observed that the first article was advantageous when harnessed properly and that the number of images and amount of text was also crucial. Our empirical results revealed that for entertainment and emotion official accounts, article titles that fit the account theme improved content spread, while they negatively affected traffic on news official accounts. We used data from nine official accounts of Beijing Sootoo Network Company as the research object and employed negative binomial regression. Here, we employed the heuristic-systematic model to classify the influencing factors affecting information dissemination through WeChat official accounts and provided reference suggestions for the operators. However, as the number of accounts on the platform increases, a new concern for the account operators is garnering more traffic than competitors.

WeChat official accounts attract huge traffic and have an extremely high marketing value.

WECHAT OFFICIAL ACCOUNT CLEANUP HOW TO

The findings can inform government WeChat official accounts of how to improve service quality and user experience. This study not only enriches the knowledge about social media use in the Chinese government for public service delivery, but also introduces innovative methods to generate new research insights. Deficiencies in information architecture, operation strategy, and interaction design of the account were identified in the complementary studies. A 2-month server log file containing 42,188,760 clickstream records was obtained from an active government WeChat official account and analyzed at the movement level, which found that the account was mainly used as a lookup tool with most services underutilized and its home portals failed to support effective wayfinding to needed services. While previous studies depended heavily on the expert-oriented approach to evaluate the accounts, this paper presents a user-centered study based on a mixed methods research design in which an unobtrusive clickstream data analysis was complemented by a card sorting study, stakeholder interviews, and a focus group. WeChat official accounts have been increasingly adopted by Chinese government agencies to deliver public services, in response to the “Internet + Public Service” reformation.

Wechat official account cleanup