A Research Report On The Index Of Government Wechat Official Account

On February 28,2019,the China Internet Network Information Center released the 43 rd Statistical Report on the development of Internet in China,which showed that,China had 829 million Internet users,of which 98.6 percent were mobile phone users at the end of 2018.With the development of new media technology and the increasing number of Internet users,the new media of government affairs,represented by Wechat official accounts of government affairs,is becoming an important window to spread government information,provide public services and enhance social governance capability.The Wechat official accounts of party media has played a key role in the movement named "walking,turning and reforming".How to objectively evaluate the communication effect of the Wechat official accounts on government affairs,and to what extent it meets the requirements of "enhancing the communication power,guiding power,influence and public trust,consolidating and strengthening the mainstream ideological and public opinion",propaganda departments in the government at all levels are actively working with tech giants to evaluate the government Wechat official accounts in the form of data + indices.Based on big data,this survey report sorts out the origin,types and characteristics of public opinion index and conducts comparative analysis on index products.Then we select a typical case for data analysis to summarize the existing problems.The analytic hierarchy process(AHP)was used to carry out a survey for operators and subscribers of Wechat official accounts.The survey results showed that there was a significant difference between the index calculation method and users' cognition.Users attach importance to forwarding behavior and original quality,as well as content quality in a long period of time.In the process of verification survey data consistency,we also interview the investigate objects,to understand the status of the government affairs Wechat official accounts operation,in combination with the interview and questionnaire survey analysis,the index of developers and users are proposed: developers should pay attention to diversity of index productions and updated dynamically in order to prevent the use of loopholes get high score,meanwhile,subjective and objective indicators at the same time to reasonable collocation,and paying attention to the development of semantic recognition and artificial intelligence;Users should not blindly follow the index,careful use of the index to do long-term planning.With comprehensive analysis,users need to break the data curse,at the same time to actively proceed upward and downward communication.Finally,to emphasize the innovation.