Mr. Gong
On May 16, the Sina Weibo account @Shangluo Government announced that it would stop publishing information from now on and start the cancellation and shutdown procedures. @商洛政务发布 is certified as the official Weibo of the Shangluo Municipal People's Government portal, with 111,000 followers and more than 20,000 Weibo posts. The account also said that in the future, netizens can access and browse relevant information through the WeChat public account of "Shangluo Government Affairs Release" or visit the portal of "Shangluo Municipal People's Government".
(Photo source: Xinhua News Agency)
According to the media, since April, a large number of grassroots government affairs new media accounts in Kunming, Yunnan, Changsha, Hunan, Xi'an, Shaanxi, Zhangjiagang, Jiangsu and other places have announced the suspension and cancellation, and some government affairs APPs have been offline.
Interestingly, around the same time, a number of new media accounts for government affairs, including "China Salvage" and "Hunan Anti-Drug", used the recently popular cat stalks, with subtitle descriptions and magic music to produce various propaganda and popular science short videos, which attracted the attention of a large number of netizens, and was called "The official whole life is really the most 'out of the circle'".
The same carrier, the contrasting "survival status quo", put the question of how to operate the new media of government affairs on the table.
With the development of the Internet and the prosperity of social platforms, a large number of new media for government affairs have emerged in the past few years. By the end of 2020, there were more than 140,000 verified government accounts on Sina Weibo alone.
However, registration is easier said than operational. Some accounts have become "zombie accounts", and the update is slow or simply stopped for a long time; Some accounts talk to themselves, and most of the content they publish is work dynamics that has little to do with the audience, and there is neither service nor interaction; There are also accounts that have had a negative impact on relevant institutions and departments due to lax moderation and management, and inappropriate remarks and content.
In addition, in some places, the number of content releases, retweets, and likes of government new media accounts are included in the assessment indicators, and in order to meet the standards, some grassroots cadres have to complete the task of browsing, forwarding, and even promoting accounts to increase followers in addition to their own work, which only increases the burden.
(Photo source: Xinhua News Agency)
Let's take a look at those government affairs new media accounts that have been successfully operated, or have accurate positioning and distinctive characteristics, such as the WeChat official account "Shenzhen Health Construction Commission" popularizing medical knowledge in an easy-to-understand and network-sensitive way; or use the Internet as a carrier to innovate the form of performing duties, such as the Douyin account "Chengdu Market Supervision" launched a series of videos of "You click and I check" to conduct law enforcement inspections on market entities with a high rate of netizen naming in the comment area; For example, the Zhejiang Provincial Government Affairs APP "Zheli Office" is called the "Wishing Pool" by netizens because it can not only solve the problem of shrimp farming, but also provide college students' thesis data.
In the final analysis, their successful experiences can be classified into two parts: one is to actively adapt to the laws of new media communication; The second is to truly use new media as a propeller to improve service quality and efficiency.
The former requires relevant institutions to change their concepts, put aside official words, and convey information in a way that netizens like to see; The latter requires government departments at all levels to do practical things wholeheartedly, and always insist that the new media of government affairs is a channel to contact the masses, serve the masses, and listen to the masses, rather than using them as a tool to complete assessment indicators or decorate work results.
(Photo source: Xinhua News Agency)
How to standardize the use and give full play to the role of new media in government affairs is being explored by all parties. At the end of last year, the Central Cyber Security and Information Commission issued the "Several Opinions on the Prevention and Control of "Formalism on the Fingertips", which pointed out that government applications that are used with low frequency and are not very practical should be shut down and cancelled in a timely manner. Previously, the State Council has also issued documents on promoting the healthy development of new media for government affairs.
Specific to individual cases, for the recent phenomenon of official account magic, some people have suggested that it is difficult to attract traffic for a long time, and the follow-up development direction of the account should be considered. In this round of "slimming" of new media for government affairs, some places have integrated relevant functions while shutting down some accounts, and put several government affairs on one account or one APP, realizing the upgrading and transformation of accounts.
In the future, the new media of government affairs with different departmental attributes and target groups will increasingly present different styles. But in any case, by insisting on starting from the position and needs of the masses, the new media of government affairs can go more steadily and further.
Source: China Industry Network