Analysis of Influencing Factors of Communication Power of Wechat Official Accounts of Grassroots Public Health Institutions—Take"Shenzhen Longgang Disease Control"Wechat Official Account as an Example
Huang Xin
Cai Zhibin
Lu Qian
Zhang Shaoqiang
Lin Wenjie
Yu Guolong
Abstract：OBJECTIVE To provide theoretical foundations for enhancing the dissemination effectiveness and public influence of primary public health institutions' WeChat official accounts,and to further explore new models for health education work.METHODS Taking"Shenzhen Longgang CDC"as the research subject,it collected WeChat public platform content,user data,and menu click data from August 19,2019 to November 1,2023.RESULTS The study found statistically significant differences in article reading volume across different content types,posting positions,and headline structures(x2=143.33,218.88,9.88,P＜0.05).Epidemic prevention and control thematic content demonstrated significantly higher total readership than other categories,indicating public heightened attention to major public health emergencies.Headline articles showed superior overall readership compared to non-headline articles.Engaging audiences from other provinces further boosted article open rates.CONCLUSION For such official accounts,it is crucial to closely align with evolving social needs,promptly release accurate authoritative information,understand target user profiles,and enhance user engagement.Leveraging headline advantages should be prioritized to expand influence.Simultaneously,content integration should be strengthened by combining routine health education with exclusive information releases,continuously creating practical,accurate,and authoritative content to establish a credible brand image for disease control institutions.
Keywords：wechat official accounthealth communicationhealth educationnew mediacommunication power
Publication Date：2025-12-10
Online Publishing Date：2026-03-17(First online date of this platform, not the publication date of the document)
Pages：5( 94-98 )