基于用户行为的政务媒体内容主题关注度研究--以“上海发布”及“北京发布”为例

目的/意义]旨在为提高政务新媒体整体影响力,促进媒体间融合发展提供参考。方法/过程]以“上海发布”“北京发布”的新浪微博及抖音账号为实证研究对象,研究不同媒体平台用户的互动行为特征。引入互动h指数对内容的质量进行对比,并引入主题关注度概念对不同平台及城市发布内容的主题关注度进行对比。结果/结论]提出树立用户意识,提升用户黏性;激发爆点引流,打造精品账号;探索平台差异,提高传播效能等建议。

Research on Theme Concerns of Government Media Content Based on User Behaviors:Case Study of"Shanghai Release"and"Beijing Release"

Purpose/significance]The paper is to provide references for improving the overall influence of new government media and promoting the integrated development of media.Method/process]The paper takes Sina microblog and Tiktok account of“Shanghai Release”and“Beijing Release”for empirical study object,and studies interactive behavior characteristics of users on different media platforms.It compares content qualities of these media platforms by introducing interactive h index,and compares theme concerns of contents published on different platforms and cities by introducing the concept of theme concern.Result/conclusion]It puts forward suggestions including building user awareness,improving user engagement,stimulating explosion point drainage,creating a boutique account,exploring platform differences and improving communication efficiency.