Research On The Optimization Of District Level Government WeChat's Communication Capability

With the development of new media technology and the expansion of WeChat's users,the government new media represented by the official account of WeChat government has become an important window to spread government information,publicize the city's image and provide public services,and has changed the way and means of handling the original government information.It is an online extension of the interaction between the government and the people and the service function.It is the "mass network" of the party and government departments.The convenient way of "line" is not only an important channel for the government to understand the social situation and public opinion,but also a good platform for the government to enhance its credibility.Since the establishment of WeChat public platform in 2012,the platform has attracted more and more party and government departments with simple and efficient operation.Nowadays,government WeChat,together with government microblog and government client,as a way of e-government assistance,promotes the construction of government public relations.However,due to its short development time,it is a new thing.In the process of large-scale communication,there are inevitably some problems.Therefore,the party and government departments at all levels are actively exploring its development path.This paper focuses on the goal of “ Gao Ming release” government WeChat communication power optimization.By understanding the background of the rise of government WeChat,and studying the domestic and foreign literature research results on government WeChat and e-government,the current research status of government WeChat is roughly clear.The paper selects the “WeChat official account”released from September 2019 to February 2020 as the research sample.Based on the content communication power and specific data indicators displayed by WeChat WCI communication index,and using the previous research results of media dissemination force,the paper analyzes the current situation of the “WeChat release” issued by the official account from three aspects: the communication target,the communication effect and the media.It is found that there are some shortcomings in the account,such as less public services available,weak online development ability,short board in content construction and lack of effective interaction.On this basis,further clarify the causes of the problems: focusing on publishing but neglecting service,insufficient talent reserve,imperfect content publishing mechanism and imperfect response mechanism.To improve the problem of official account,optimize the transmission power of “WeChat release”,and put forward four targeted strategies from the following aspects: expanding public service projects,building professional team,strengthening content construction and improving communication and coordination mechanism,with a view to promoting the sustainable and healthy development of “WeChat official account” issued by Gao Ming,and giving other district level government WeChat construction and development.Provide reference significance.