Research on the operation status and countermeasures of official tiktok in Beijing municipal hospitals / 中华医院管理杂志

ABSTRACT

Objective:To analyze the operation status of official voice in Beijing municipal hospitals and explore the countermeasures to optimize the operation of official short video tiktok.Methods:The 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.Results:The 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.Conclusions:The 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.