Research On The Countermeasures For Improving The Influence Of The Communist Youth League WeChat Public Account In District O

With the advent of the new media era,the development of mobile technology has profoundly changed the way people,especially youth,gather,learn and live,which is both an opportunity and a challenge for the Communist Youth League of China(abbreviated as CYLC).Under the wave of mobile Internet,the We Chat Official Account constructed based on the social software We Chat has gradually become an important platform for CYLC at all levels to carry out ideological leadership and service cohesion.Based on the above status quo,this paper takes the We Chat Official Account of CYLC of O District as the research object,and analyzes the influence of the We Chat Official account of CYLC of O District through literature research method,case study method,interview method,combined with the feedback of data such as reading quantity,forwarding quantity,interaction rate,number of fans,etc.The results show that although CYLC of O District started early and achieved initial results in the application of We Chat Official Account,there is still the real problem of We Chat Official Account.The problems are limited communication ability,insufficient penetration into the youth,and insufficient influence on the youth's thoughts and behaviors.Using the new public service theory and audience theory,after an in-depth analysis,the causes of the problems are identified,namely,the lack of in-depth service consciousness of league cadres,the lack of a complete mechanism to grasp the needs of youth,the lack of effective interactive communication mechanism,the lack of a perfect audience segmentation system,and the lack of a sustainable and stable core operation team.This paper also analyzes the operation experience of the "Central Committee of the Communist Youth League" new media,"O District Release" government micro letter and self media,and summarizes that their successes mainly come from the active response to the law of communication and audience needs,focus on the construction of equal dialogue role positioning,and the ability to innovate.The analysis shows that their success is mainly due to their active response to the law of communication and audience needs,their emphasis on constructing an equal dialogue role,and their ability to innovate.Finally,the specific countermeasures to enhance the influence of We Chat Official Account of CYLC in O District are proposed,namely,in terms of top-level design,to strengthen the awareness of the cadres of the League in using the laws of new media,to scientifically formulate the development plan of the influence of We Chat Official Account of CYLC in O District and to strengthen the demand survey and research;in terms of strengthening user stickiness,to develop local original content,to improve the ability of guiding public opinion in cyberspace,to enhance the level of online and offline linkage,and in In terms of content production,we should actively respond to the expectations of youth and improve the skills of using new media;in terms of improving the guarantee mechanism,we should equip professional operation teams,actively expand resources to outside,and strengthen the grassroots infrastructure of the league.At the end of this paper,the main findings of the study are summarized and the outlook is given.