| The WeChat public account was launched on August 23,2012,and has become an important channel for individuals,media and companies to spread their voices and obtain information.Its tremendous influence made government departments realize that in the new era of mobile Internet,new government media can rely on this important tool to better connect,communicate and serve the masses,thereby promoting the government.Transform functions,build a new type of service-oriented government,explore new models of social governance,and ultimately improve the effectiveness of social governance.As the layout of government WeChat official accounts of governments at all levels continues to sink to the grassroots level,the public has also deeply experienced the effects of government transformation and service upgrades in this process.However,there are still some shortcomings because of some problems such as fuzzy positioning and difficulty in changing management and operation thinking.The survey objects of this study are 9 banner(district)-level government WeChat public accounts in Ordos City.First,it will investigate its basic operating status,including opening time,greetings,and information push methods.Secondly,taking the content pushed by 9 government WeChat public accounts from September 2019 to August2020 as the research sample,1183 articles were sampled by constructing weekly sampling.With the help of SPSS analysis software,explore the characteristics of its dissemination content from the three levels of macro,meso,and micro.The number of readings,the number of likes,views,and comments are used as the basis for measuring the communication effect,and the current 9 banners in Ordos are investigated.(District)-level government affairs WeChat official account has problems in disseminating content.At the same time,combined with the questionnaire survey,to understand the user’s familiarity with the local government WeChat official account,as well as the perception of the usefulness,interest and interactivity of the platform.The study found that the nine banner(district)-level government WeChat official accounts of Ordos City started early but developed slowly,and were insufficient in terms of basic operations,content mining analysis,and interactivity.Therefore,it is possible to stimulate the competitive consciousness of various subjects through evaluation and rewards,build a communication pattern with other new media platforms,innovate content expression,activate user participation,and truly integrate the government WeChat official account into the local development process. |
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