Traditional Culture Encyclopedia - Photography major - How does public security WeChat get out of the "growing pains"

How does public security WeChat get out of the "growing pains"

Core Tip: Since the first certified public security WeChat "Ping An Zhaoqing" was launched on September 6 last year, the number of public security WeChat is close to one-third of the national government WeChat, but about one-third of them have "zombie accounts". On how to build a high-quality public security WeChat, the reporter recently visited relevant experts and scholars and some public security WeChat platform leaders.

Development: The number of public security WeChat is close to one third of the national government WeChat.

With a large number, all kinds of police and wide coverage, it has become a new position to serve the masses.

July 15 this year is an unforgettable day for the WeChat account "Ping An Huai Ji" working group of Guangdong Huaiji County Public Security Bureau. On this day, the number of their fans exceeded 600, and they also received a cartoon policeman's head designed by an enthusiastic "Weiyou". Chen Xiong, the anchor of WeChat, told reporters: "This portrait embodies the support of the masses for' peace of mind'. We should further make good use of the WeChat platform and live up to everyone's expectations. "

As early as May of this year, "Ping An Huai Ji" was evaluated by Tencent's public WeChat "Government WeChat Observation" as "one of the most attentive government WeChat in the practice of public security WeChat".

Since September 6th last year, the first public platform of public security WeChat authentication "Ping An Zhaoqing" was officially launched, the development of public security WeChat has gone through nearly 1 year. (This newspaper reported in the fifth edition of June this year, 65438+ 10/4, entitled "Public Security Government WeChat is coming, shake it")

1 year, in addition to the relatively mature WeChat platforms of municipal public security organs such as "Ping An Zhaoqing" and "Guangzhou Public Security", county-level public security WeChat such as "Ping An Huai Ji" and even grassroots police stations and police offices have mushroomed. According to the statistics of the Institute of Media and Public Affairs of China Communication University, the number of public security government WeChat platforms accounts for nearly 30% of the total number of government WeChat in China.

"The public security organs have continued their attitude of actively serving the masses in the new media of government affairs, and the construction of WeChat platform has made great progress." Hou Hua, an authoritative expert in the field of government WeChat research and a senior researcher at the Institute of Media and Public Affairs of Communication University of China, commented.

According to the statistics of the National Public Security Government Affairs WeChat Collaboration Alliance, as of July 3 1 day, there were 648 public security government affairs WeChat nationwide, of which 145 were certified; Some well-developed public security government affairs WeChat have already received a large number of subscriptions. For example, the subscription of Xiamen Intelligent Traffic Control Center reached nearly 1.7 million, and the number of fans of Guangzhou Public Security reached more than 30,000.

A survey from the National Public Security Government WeChat Collaboration Alliance shows that in the first half of this year, Public Security WeChat became the vanguard with the sharpest vision, the most positive attitude and the fastest response in the field of government WeChat. The number of police types is the largest and complete, including fire fighting, traffic control, public security and other police types; Public security organs around the country are competing to build WeChat, which has enabled some innovative measures that have appeared before to be widely promoted. Wechat platform has gradually grown into another important new media position for public security organs to serve the masses.

Worry: There are about one-third of the "zombie accounts" in the public security WeChat.

Although the overall number of public security WeChat is large, its quality is uneven.

The reporter's investigation found that after the rapid development from scratch, the problem began to appear: although the overall quantity is large, the quality is uneven.

Not long ago, several media in a province also reported that a city police opened the first public security WeChat in the province. However, it soon proved to be an embarrassing "own goal". In fact, the province already has eight certified public security government affairs WeChat.

"At present, some public security WeChat shows a regrettable retreat and impetuousness, that is, fighting for the first place, fighting for the first place, grabbing the highlights and grabbing the exposure." Chen Wenfeng, head of the National Public Security Government WeChat Collaboration Alliance, observed that there are many empty shells on the public security government WeChat at present. According to his statistics: "The proportion of' zombie accounts' in public security government WeChat is about one-third."

"In the final analysis, the emergence and even vigorous development of the new media of public security government affairs is because the public security organs are closely related to the daily life of the people, and the people need the public security organs to provide timely and effective government services." Chen Wenfeng said, "However, at present, a few local public security organs have opened WeChat for political achievements rather than convenience. They don't focus on service, but blindly strive for the first place. What's more, the public security WeChat, which has been certified, abandoned halfway and became a' zombie account' in the mouth of netizens. "

In addition, many public security wechat have no systematic and organized resources as a guarantee, which limits the service quality of public security wechat and lays a hidden danger for its normal operation. "Public security WeChat, especially the public security WeChat account certified by Tencent, should be an organizational behavior, but now it is mainly done by personal enthusiasm, which is not standardized enough." Hou Wei said.

Positioning: the function should be tailored to suit one's needs, and it is not advisable to be greedy for perfection.

Experts suggest that the corresponding functions should be designed according to the organizational level, local characteristics and people's needs.

During the interview, some experts gave their own suggestions on how to give full play to the advantages of new media and create high-quality public security WeChat.

"The public security WeChat can't blindly seek perfection. We should design corresponding functions according to the level of institutions, local characteristics and the needs of the people." Hou Hua told reporters, "For example, the public security organs in some small cities, even police stations and police offices, are limited by the cost. Just focus on the daily information release, interact with the public and handle emergencies well; If the public security WeChat in larger cities can bear the cost of technology development, it can make the background functions stronger, such as some system consulting functions and reservation service functions. Provincial and ministerial public security organs, because they do not undertake the function of direct interaction and service with grassroots people, and the previous Weibo platform has been relatively perfect, there is no need to open WeChat. After all, the main function of public security WeChat is to solve specific problems in the lives of grassroots people. "

It is reported that the public security WeChat service is mainly divided into two parts: "front end" and "background". Experts suggest that local public security organs can selectively develop government affairs WeChat according to specific needs and positioning.

The so-called "front-end" service includes active information release and manual reply. Because this part of the function is relatively simple to realize, it is easier to realize high-quality interaction between the police and the people, so it is more suitable for WeChat operation in small city public security bureaus, police stations and even police offices.

For example, "Safe Zhaoqing" pushes a message to Wei You every day to introduce public safety knowledge. And "Ping An Huai Ji" always focuses on communication, exchange and service. The anchor Chen Xiong broadcasts with a standard Cantonese accent and interacts with Weiyou every day. He tried to explain the case through WeChat, answered questions from micro-friends in time, achieved good interaction between the police and the people, and also performed well in some emergencies.

The so-called "background" services include automatic system reply, data query and access, reservation, etc. Because it requires certain technical means and economic costs, it is more suitable for public security organs in larger cities.

The official WeChat account "Du Qiao Traffic Police" of Du Qiao Squadron of Traffic Police Brigade of Linhai Public Security Bureau of Zhejiang Province has launched the function of inquiring about motor vehicle violations and drivers' scores. If the user inputs "1", the system will automatically reply to the violation information of motor vehicles, and if the user inputs "2", the system will reply to the driver's scoring information.

The WeChat platform of "Guangzhou Public Security" has designed a special menu page. Menu functions include urban road condition inquiry, traffic dynamic inquiry, electronic police map inquiry, traffic control, entry and exit, household administration and other business handling functions, as well as some specific convenience guides. Micro-friends can easily complete information inquiry, business handling and other matters by simply touching the menu.

The reporter learned that some functions of the "background" have certain technical thresholds. If the public security organs do not have the technical strength, they need the help of the third party.

Complementarity: Handle the relationship between WeChat and Weibo.

Understand the communication mechanism of new media and give full play to the functions of Weibo and WeChat.

In Hou E's view, although public security WeChat has developed for nearly 1 year, some public security WeChat operators have misunderstandings in their mentality and thinking: "Some local public security organs failed to understand the communication mechanism of WeChat and the difference between WeChat and Weibo. They just use WeChat as a regular information exchange tool and do not maximize their functions. "

Hou E said: "In terms of information release function, the public security Weibo should be the main position. This is because the number of information sent by Weibo platform is unlimited, and there are many fans, which can realize a wide range of one-to-many communication; Public security wechat plays an auxiliary role and completes some daily information release; When encountering emergencies that need urgent notification, such as early warning and disaster epidemic notification, WeChat can be decisively launched for emergency release, and its 100% arrival rate and mobility advantages are highlighted, which Weibo can't do. "

"One is information release, the other is communication and interaction, and the third is inquiry. These three functions are in no order. " Chen Wenfeng summarized the function of new media. From the perspective of maximizing functions, police WeChat and police Weibo have their own strengths, and they should be effective and complementary, which has become an industry knowledge.

Chen Wenfeng believes that the inquiry function can be undertaken by the public security WeChat; In terms of communication and interaction, Weibo and WeChat should work together.

Attitude: not the best, but the truest.

The technical level is not complicated, but the mentality and starting point are very important.

Experts said that the WeChat platform represents the overall image of a local public security organ, a police type or unit, and effective resources and institutional guarantees must be established.

The reporter learned that there are only a handful of public security WeChat that can establish effective resource guarantee and realize daily institutionalized operation nationwide, and the official WeChat "Lexing Nanchang" of the Traffic Management Bureau of Nanchang Public Security Bureau is one of them.

On June 5438+1October 65438+May this year, the Traffic Management Bureau of Nanchang Public Security Bureau issued a document notice, which clarified the specific person in charge of WeChat operation, the detailed process of message processing in different departments, the time limit for replying messages, the duty time and the return visit mechanism. On February 25th, the leaders of Nanchang Public Security Bureau held a forum, which made it clear that the construction of official WeChat platform of Nanchang traffic police was one of the priorities of Nanchang public security work this year.

Li Huan, head of Lexing Nanchang WeChat platform, said: "On the one hand, these detailed and specific system regulations have made the daily operation of Lexing Nanchang more standardized, the problems of mass consultation can be solved in a timely, rapid and accurate manner, and the service quality has been significantly improved; On the other hand, with the great attention and support of the leaders,' Lexing Nanchang' has no worries about resource protection. "

"Government WeChat is not complicated at the technical level." Chen Wenfeng told reporters, "The public security organs should not ignore and fear the ever-changing new media technology, but should actively learn, apply and develop it."

In the interview, Hou Hua emphasized: "The development of new media for public security government affairs is, in the final analysis, a matter of mentality and starting point. The speed of technology upgrading is too fast, and it may be difficult for the new public security media to be perfect. However, if there are problems with attitude and starting point, there will be problems of' zombie accounts' and empty shelves, and the impact will be very bad. The new media of public security government affairs must not be regarded as a platform for political achievements. We must start from serving the masses and work hard to do it well. "

Public security wechat scanning

"Safe Zhaoqing": Realizing Information Release in Crisis State

WeChat system settings, each public platform account can only push one message every day. "Safe Zhaoqing" sends a message to Wei You every day. On July 15, they pushed the message "Don't drive tired in summer" to remind the public that they may face the knowledge of penalty points and fines if they drive continuously for more than 4 hours without rest. In addition, in the emergency response to the H7N9 avian influenza epidemic in the surrounding areas of Guangdong Province last year, "Ping An Huai Ji" carried out rumor propaganda through timely information push, and realized information release in a crisis state.

"Peace of mind": Realizing effective interaction with micro-friends

"Ping An Huai Ji" is positioned as "your police friend on WeChat", with audio broadcast as the main part, supplemented by graphic and video release, tracking early warning messages, telling common sense, collecting local trends, focusing on serving micro-friends, answering public inquiries, reports and complaints every day, and sincerely communicating, exchanging and interacting. On May 2 this year, Kloc-0/,Tencent's public WeChat "Government WeChat Watch" rated "Ping An Huai Ji" as "one of the most attentive government WeChat in the practice of public security WeChat".

"Guangzhou Public Security": You can check the road conditions and handle some public security business.

"Guangzhou Public Security" WeChat was launched last year 165438+ 10/8. Through secondary development, they designed a special menu page. Menu functions include urban road condition query, traffic dynamic query, electronic police map query and other functions, as well as traffic control, entry and exit, household administration and other business handling functions and some specific convenience guidance functions. At present, Guangzhou citizens are provided with 46 business inquiries, road information, service guides, 4 reservation services and 1 online services free of charge. Wechat search "Guangzhou Public Security" is enough.