Li Yi, Zhao Yinan, Yao Ning, Zhou Shuang, Jiang Beibei, Xiong Ying, Zhou Chunbei
Chongqing Center for Disease Control and Prevention, Chongqing, 400707, China.
Army Medical University (Third Military Medical University), Chongqing, 400038, China.
Heliyon. 2025 Jan 9;11(2):e41820. doi: 10.1016/j.heliyon.2025.e41820. eCollection 2025 Jan 30.
Social media has become a new channel for information exchange in recent years. WeChat official account (WOA) is now widely adopted by the Center for Disease Control and Prevention (CDC) for successful information distribution and diffusion online. We aimed to identify features of the most popular articles pushed by WOAs of the China's CDC that are associated with article influence.
The most popular articles per month between January 2017 and December 2019 were collected through the monthly published influence list of the CDC's WOA. Descriptive characteristics of articles were examined and the amount of reads and likes was converted into the WeChat communication index (WCI) which reflected the article's influence. Univariate and multiple linear regression analyses were applied to identify factors associated with article influence.
A total of 720 most influential articles from 76 WOAs operated by 69 CDCs were selected for analysis. "Suzhou Vaccination", "China CDC News" and "Guangdong CDC" were the three top WOAs pushing the most quantities of popular articles. The average reads, likes and WCI of all articles were 43115.18, 355.82, and 4363.38, respectively. The article content, pushing year, and season were significantly associated with the article's influence. Sexually transmitted diseases [b = 207.57, 95 % confidence interval (CI): 82.23-332.91] and immunology (b = 123.16, 95 % CI: 39.65-206.67) articles obtained the highest impact.
Our findings are considered helpful for CDCs in improving and enhancing the article content that expands the coverage of health information dissemination. CDCs can make use of the WOAs for formulating, implementing, and refining plans pertinent to public health matters.
近年来，社交媒体已成为信息交流的新渠道。微信公众号（WOA）目前被疾病预防控制中心（CDC）广泛采用，用于在网上成功进行信息发布和传播。我们旨在确定中国疾病预防控制中心微信公众号推送的最受欢迎文章的特征及其与文章影响力的关联。
通过疾病预防控制中心微信公众号每月发布的影响力排行榜，收集2017年1月至2019年12月期间每月最受欢迎的文章。对文章的描述性特征进行了分析，并将阅读量和点赞数转换为微信传播指数（WCI），以反映文章的影响力。采用单因素和多因素线性回归分析来确定与文章影响力相关的因素。
共选取了69个疾病预防控制中心运营的76个微信公众号的720篇最具影响力的文章进行分析。“苏州预防接种”“中国疾控动态”和“广东疾控”是推送热门文章数量最多的三个微信公众号。所有文章的平均阅读量、点赞数和WCI分别为43115.18、355.82和4363.38。文章内容、发布年份和季节与文章影响力显著相关。性传播疾病文章（b = 207.57，95%置信区间（CI）：82.23 - 332.91）和免疫学文章（b = 123.16，95%CI：39.65 - 206.67）的影响力最高。
我们的研究结果有助于疾病预防控制中心改进和提升文章内容，扩大健康信息传播的覆盖面。疾病预防控制中心可利用微信公众号制定、实施和完善与公共卫生事务相关的计划。
