Research On Promoting The Influence Of Official Police Accounts On Douyin

With the development and advancement of information technology,the ways of information dissemination have become more diversified.In the past two years,short video platforms have developed rapidly,which has had a huge impact on social life and information dissemination.At present,TikTok(China)is the most important short video platform.According to the "2020 TikTok(China)Data Report",the daily active volume of TikTok(China)users in 2020 is 600 million,and the average daily video search volume of TikTok(China)has exceeded 400 million and its platform value has been further highlighted.In recent years,public security bureau at all levels have entered the TikTok(China)platform one after another.At the end of December 2020,there are 3,474 public security government-affiliated TikTok(China)accounts,which is already the largest government-affair TikTok(China)government cluster-TikTok(China)has become an important way for police-civilian interaction and public security information dissemination.In this context,we can construct communication effect evaluation,which based on objective behavior data and subjective feeling data.The“Zhongguojingfangzaixian”account,the“Jingminzhitongche—shanghai”account and the “Hainanjingfang” account as samples,systematically and comprehensively studying the current status of the influence of public security and government affairs TikTok(China),summing up experience,identifying problems,and proposing improvement strategies.At present,data that only show objective behaviors such as “number of fans”,“number of views”,“number of releases”,etc.,can no longer fully evaluate the communication effect of public security and government-affiliated TikTok(China)accounts.This research refers to the Habermas exchanges rational philosophy,the Theory of Use and Gratification and diffusion of innovation theory,and draws on the TikTok(China)influence evaluation index system such as TikTok(China)and Feigua,and constructs the official police accounts communication and user services experience two first-level indicators,four second-level indicators of coverage,interaction,satisfaction,and loyalty,as well as twelve third-level indicators of the influence evaluation index system of official police TikTok(China)accounts.Based on this,subjective and objective data are collected through different methods to make a comprehensive evaluation of the influence of the samples.The evaluation results show that there are problems such as untimely account updates,inactive interaction with users,and users willing to recommend but not actively using them.In response to the above shortcomings,the author puts forward strategic suggestions such as raising awareness,strengthening interaction,stressing on content,creating account characteristics,and focusing on communication effects,and look forward to providing reference experience for other official police TikTok(China)accounts to increase their influence.