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微信公众号平台自推出以来,大量的品牌和个人涌入,竞争日趋白热化,特别是企业公众号之间的竞争。微信覆盖面的扩大使得公众号成为微信用户在移动端的一个重要信息接入口,公众号竞争的对象是用户,而如何吸引到用户,扩大自己的影响力,除了利用营销推广手段,或是平台优势之外,更重要的是需要优质内容建设作为支撑点。以腾讯娱乐微信公众号为研究对象,参考传播学的意见领袖和使用与满足理论,对其品牌公众号运营内容进行梳理,通过分析,娱乐类微信公众号,使用自定义菜单栏、创新内容编排分享、分析发送时间数据、增强服务互动是提升公众号影响力的较快途径。
WeChat public platform since its launch, a large number of influx of brands and individuals, increasingly intense competition, especially between the public number of enterprises. The expansion of WeChat’s coverage makes the public number an important access point for WeChat users on the mobile terminal. The object of competition for public numbers is the user. However, how to attract users to expand their influence, apart from using marketing promotion tools or platform advantages More importantly, the need for quality content building as a support point. Taking Tencent WeChat public account as the research object, referring to the opinion leaders of communication science and using and satisfying theory, it sorts out the operation content of its brand public number, and through the analysis and entertainment WeChat public number, uses the custom menu bar to innovate the content arrangement Sharing, analyzing and sending time data and enhancing service interaction is a quicker way to enhance the public’s influence.