Abstract
Objective:To analyze the characteristics, reading, and sharing data of the articles published on the "Jiangsu CDC" WeChat Official Account, and provide a reference for further optimizing communication strategies.
Methods:Based on relevant primary data from the WeChat Official Account backend, the Read Index, Share Index, Read Index after Share, and Complete Index were calculated. Non-parametric tests and multiple linear regression analysis were used to analyze the factors influencing the dissemination effect.
Results: The median Read Index of the articles was 0.360 (0.160, 0.900). Headline article (B=0.408, 95% CI: 0.085, 0.731), video form (B=-0.499, 95% CI: -0.917, -0.081), and publicity report (B=-0.504, 95% CI: -0.933, -0.075) were influencing factors for article reading (P<0.05). The median Share Index was 3.040 (1.740, 4.640), and disease prevention knowledge (B=-1.443, 95% CI: -2.459, -0.427), publicity report (B=-2.677, 95% CI: -4.110, -1.245), and seasonal health tips (B=-1.861, 95% CI: -3.224, -0.498) were influencing factors for article sharing (P<0.05). The influencing factor regression analysis for the Read Index after Share showed no statistical difference. The median Complete Index was 21.280 (14.985, 86.665), and video form (B=32.967, 95% CI: 9.722, 56.211) was an influencing factor for complete article reading (P<0.05).
Conclusion: It is necessary to strengthen the supply of high-quality resources, pay attention to developing text-with-images and poster articles, strengthen integration and collaboration, build a multidimensional communication matrix, and expand the influence of science popularization brands.