Research On Mental Health Communication Strategy Of Wechat Official Account "KnowYourself"

In recent years,there are many problems in the field of mental health,such as the public’s "stigmatization" of mental health problems,the lack of researchers engaged in mental health,and the high cost of mental health services.With the development of social economy,the government and all sectors of society pay more attention to mental health,and the public’s demand for mental health knowledge is increasingly strong.The rise of psychological We Chat official account has met people’s demand for mental health information and provided an important channel for the popularization and publicity of mental health knowledge.The psychological official account "Know Yourself" was founded in 2015,and its core audience is young users with bachelor’s degree or above.The "Know Yourself" official account often pushes the mental health topics that young people pay attention to,and guides young people to explore themselves,pay attention to themselves and their hearts.This paper selects the "Know Yourself" We Chat official account as the research object,hoping to add case studies for mental health communication,and provide reference for other psychological official account to optimize their own health content and service functions.This paper selects 304 tweets published on the "Know Yourself" We Chat official account from April 1,2021 to April 1,2022 as the research sample,and uses the methods of literature review,case study,content analysis,and questionnaire survey to study the main body,audience,content,and effect of the "Know Yourself" We Chat official account,and deeply analyze its content characteristics such as theme distribution,length,push time,and structure.Using the theory of "Knowledge,Attitude and Practice" and the theory of "Uses and Gratifications" as the theoretical support,this paper analyzes the audience feedback,the amount of likes of the research sample,and the message text,so as to investigate the effect of their mental health communication.Through the above analysis of the "Know Yourself" We Chat official account,the author summarizes the communication advantages of the "Know Yourself" We Chat official account,that is,extensive layout of new media platforms;Build its own communication matrix;Targeted selection of advertising brands;Public service marketing establishes brand image.In addition,there are also the following deficiencies: the writing is homogeneous and the length is too long;Paid services are expensive;Low cooperation with other brands.In the face of the existing problems,we can improve the communication strategy of the mental health We Chat official account from the following aspects: First,in terms of the form of expression,we should innovate the way of writing to alleviate the reading fatigue of users;Pay attention to column development and improve user reading experience.Second,in terms of promotion methods,we should increase the publicity of the platform and improve its popularity;Launch activities to close the psychological distance with users;Build communities and enhance communication.Third,in terms of profit model,pay products should be reasonably priced;Grasp user needs and realize user realization;Pay attention to interaction and tap potential users.