A Study On The Promotion Of Dissemination Of Shanxi's Governmental WeChat

In the current era when mobile internet is prevalent,with new media widely used,the way that the government communicates with the public becomes different from the past.Due to its wide coverage and wide wide spread range,the governmental WeChat has become another important new media for government after the governmental microblog.It has outstanding performance in the publicity of governmental affairs information,the rapid handling of governmental affairs,and the interaction between government and the public.Therefore,how to make good use of the platform to achieve better public service and public opinion orientation is a problem that should be highly valued by governments at all levels;To promote the propagation force of governmental WeChat,cover more functions,and benefit more people has also become the focus of the current governmental communication work which needs to be solved urgently.This paper integrates and analyzes the governmental WeChat public accounts,which is certified by various levels of government in Shanxi Province,and more than 100 governmental WeChat public accounts are selected as research samples.It presents the current situation of the dissemination of various aspects of Shaanxi WeChat from the perspective of the dissemination of governmental WeChat.In addition,It combines the data and the comparison of present situation to find out the shortcomings in the development of dissemination and gives corresponding suggestions for improving dissemination.Firstly,the paper defines the key concepts,including New Media of governmental affairs,WeChat,dissemination,and so on.Next,this paper makes a comparative analysis of two mature impact assessment systems of WeChat in China at present,including: WCI algorithm system developed by Qingbo data platform and NRI algorithm system published by new list,then to determine that the Qingbo WCI evaluation system is used to calculate the dissemination of the governmental WeChat public account in Shanxi.Next,through the third-party new media data platform Qingbo Big Data to obtain the basic data of the governmental WeChat public number of Shanxi province,and the 2018 fourth quarter of the Shanxi governmental WeChat Top 100 list after weight analysis.From the list data,it can be seen that the overall dissemination level of Shanxi Government WeChat is located in the middle and lower reaches of the construction of national government WeChat publicaccounts,and the gap between the public accounts is large: the dissemination of the WeChat accounts at the prefecture level is more prominent,but the development of of the WeChat accounts at the county level is not sufficient;the dissemination of public accounts for public security and propaganda is far ahead,but the dissemination of public accounts for educational and function is relatively backward.Using the evaluation factors in the WCI algorithm for comparative analysis,it is proposed that the Shanxi's government WeChat platform has some shortcomings,including the digital divide of “cold and uneven”,low user participation,and imbalance between “quality” and “quantity” of accounts.Meanwhile,through a case study of three Shanxi's government Wechat public accounts ranked in the forefront of the WCI index,it describes the cause of these problems.For example,the transformation of government role is not in place,and the main body of the operation is not professional,and so on.Finally,it is proposed that the governmental WeChat public accounts at all levels in Shanxi need to find an accurate position for developmen,to build more professional operational teams and other recommendations,which targets to enhance their dissemination from the content and service awareness.