Work Study
Research on the operation status and countermeasures of official tiktok in Beijing municipal hospitals
Wang Lei, Du Mengkai, Di Yang, Zuo Yan, Cao Cuifeng, Chi Yang, Yu Liqun, Lu Guoqiang
Published 2021-08-02
Cite as Chin J Hosp Admin, 2021, 37(8): 696-700. DOI: 10.3760/cma.j.cn111325-20210104-00004
Abstract
ObjectiveTo analyze the operation status of official voice in Beijing municipal hospitals and explore the countermeasures to optimize the operation of official short video tiktok.
MethodsThe 21 Beijing municipal tertiary public hospitals were selected as the research objects. The 17 tiktok numbers which had been approved by the hospital as of December 31, 2020 were included. The data of basic accounts, fans, points, themes, contents, and number of periodicity were analyzed. The theme and the number of praise of the short video tiktok that broke through 10 thousand times were analyzed. The current situation and problems of official voice in Beijing municipal hospitals were analyzed.
ResultsThe 17 official tiktok accounts of the hospital issued 2 059 pieces of tiktok, 1 737.5 thousand fans, and 9 231.8 thousand times of points, the average number of entries was 4.5 thousand times. The official tiktok construction of Beijing municipal hospitals was still in its infancy. The problems included: the weakening of IP image and the lack of system design, lack of content productivity and interaction, unclear positioning and lack of operation strategy.
ConclusionsThe optimization of hospital official tiktok operation needs to properly handle the relationship between science and interest, systematicness and efficiency. We should clarify the account positioning, improve productivity, strengthen interaction, enhance linkage, and do a good job in supervision.
Key words:
Information dissemination; We media; Short video; Propaganda; Hospitals
Contributor Information
Wang Lei
Propaganda and Education Center, Xuanwu Hospital, Capital Medical University, Beijing 100053, China
Du Mengkai
Propaganda and Education Center, Xuanwu Hospital, Capital Medical University, Beijing 100053, China
Di Yang
Propaganda and Education Center, Xuanwu Hospital, Capital Medical University, Beijing 100053, China
Zuo Yan
Publicity Center, Beijing Shijitan Hospital Affiliated to Capital Medical University, Beijing 100038, China
Cao Cuifeng
Publicity Center, Beijing Shijitan Hospital Affiliated to Capital Medical University, Beijing 100038, China
Chi Yang
Publicity Center, Children′s Hospital Capital Institute of Pediatrics, Beijing 100020, China
Yu Liqun
Party Committee Office, Beijing Anzhen Hospital Affiliated to Capital Medical University, Beijing 100029, China
Lu Guoqiang
Publicity Center, Beijing Tiantan Hospital Affiliated to Capital Medical University, Beijing 100050, China
