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如何提高微信公众号文章的阅读量,以便将公众号打造成一个良好的宣传媒介和广告推送平台,这一直是微信研究的热点。宾夕法尼亚大学教授乔纳-伯杰曾以“最热门邮件的影响因素”为题进行过研究,他通过对7000封热门邮件进行数据分析,指出了三个影响邮件阅读量的因素:社交货币、情绪、实用性。本文以这3个影响因素为理论基础,搜集了2016年5月-7月阅读量最高的920篇微信公众号文章,通过数据分析探究这3个因素是否同样适用于微信公众号。
How to improve the reading volume of WeChat public articles in order to create a good publicity media and advertising push platform has always been a focus of WeChat’s research. Jonathan Berger, a professor at the University of Pennsylvania, who used the “influencing factors of the hottest emails”, conducted a data analysis of 7,000 hotmail emails and pointed out three factors that influence email reading: social currency Emotions, practicality. Based on these three influencing factors, this essay collects 920 WeChat public articles with the highest reading readings in May-July 2016 and explores whether these three factors are equally applicable to WeChat public numbers through data analysis.