摘要
目的 分析“丰台疾控”微信公众号的运营现况及其图文信息传播效果,为今后更好地利用微信公众号开展健康教育传播提供参考依据。方法 基于“丰台疾控”微信公众号2023年1月1日—12月31日发布的图文信息,采用例数、构成比表示其运营现况,采用单因素方差分析、χ^(2)检验比较不同主题图文信息的传播效果差异。结果 共纳入529篇图文信息。微信公众号运营现况方面,2023年12月31日“丰台疾控”微信公众号总用户数为120 645人,较2023年1月1日减少6183人。图文信息传播效果方面,主题为传染病防控的图文信息阅读完成次数、分享产生阅读次数均高于其他主题的图文信息,分别为(532.80±128.63)次、(571.72±205.26)次;主题为就诊信息的图文信息阅读次数、送达人数、公众号消息打开次数、分享次数、送达阅读率及公众号消息打开率均高于其他主题的图文信息,分别为(1285.82±329.33)次、(124 007.55±590.20)人、(855.73±219.03)次、(100.64±32.38)次、1.04%及0.69%(P均<0.05)。结论 微信公众号存在粉丝流失现象,其发布的传染病防控、就诊信息类图文信息的传播效果较好。因此,未来“丰台疾控”微信公众号应结合新闻热点,多发布与公众健康需求和健康相关的服务类信息。
Objective To analyze the operational status and information dissemination effect of the"Fengtai CDC"Wechat official account owned by Center for Disease Control and Prevention of Fengtai District in Beijing,and to provide a scientific basis for health education communication by Wechat official account in the future.Methods The released graphic and text information in"Fengtai CDC"WeChat official account were collected from January 1,2023 to December 31,2023.The basic situation and operational status of the information were described using the number of cases and the composi-tion ratio(%).The one-way ANOVA and Chi-square test were used to compare the dissemination effect of its graphic and text information with different themes.Results A total of 529 items were included.In terms of operational status,the total number of users was 120,645 in December 31,2023,and 6183 decreased compared to January 1,2023.In terms of dis-semination effect,the number of reading for the themes on infectious disease prevention and control and the number of read-ings generated by sharing were higher than others,which were(532.80±128.63)timesand(571.72±205.26)times,respectively.The numbers of reading,served,opened,sharing for the content of medical information,and the percentages of served and opened were higher than those of other topics,which were(1285.82±329.33)times,(124007.55±590.20)people,(855.73±219.03)times,(100.64±32.38)times,1.04%and 0.69%,respectively(all P<0.05).Conclusion There is a phenomenon of loss of fans in the WeChat public account,and the dissemination effect of infectious disease prevention and control and medical information released by the WeChat public account is better.Therefore,the WeChat account of"Fengtai Disease Control"should be combined hot-spot news with service information for public health needs.
作者
宋喜丽
郭孟杰
周金飒
朱洪达
孟艳
SONG Xi-li;GUO Meng-jie;ZHOU Jin-sa;ZHU Hong-da;MENG Yan(Center for Disease Control and Prevention of Fengtai District,Beijing 100070,China)
出处
《中国健康教育》
北大核心
2025年第12期1134-1138,共5页
Chinese Journal of Health Education
关键词
微信公众号
运营现况
传播效果
Wechat official account
Operational status
Dissemination effect
