How does police WeChat get out of "growing pains"

Core tip: Since the launch of the country’s first certified public security WeChat “Ping An Zhaoqing” on September 6 last year, the number of public security WeChat accounts has reached nearly one-third of the national government WeChat accounts, but there are About one-third of "zombie accounts". Regarding how to build a high-quality public security WeChat, the reporter recently interviewed relevant experts and scholars and some leaders of the public security WeChat platform.

Development: The number of public security WeChat accounts has reached close to one-third of the national government WeChat account

With a large number, a full range of police types and wide coverage, it has become a new front for serving the masses

July 15 this year was an unforgettable day for the WeChat account "Peace Huaiji" working group of Huaiji County Public Security Bureau, Guangdong Province. On this day, their number of fans exceeded 600, and they also received a cartoon police avatar designed by an enthusiastic "WeChat friend". WeChat anchor Chen Xiong told reporters: "This avatar condenses the public's support for 'Ping An Huaiji'. We must further make good use of the WeChat platform and live up to everyone's expectations."

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

Since the country’s first certified public security WeChat public platform “Ping An Zhaoqing” was officially launched on September 6 last year, the development of Public Security WeChat has gone through nearly a year. (This newspaper had a report on the fifth page on January 14 this year, titled "The Public Security Government WeChat is here, quickly "shake it"")

In the past year, in addition to companies like "Safe Zhaoqing" and "Guangzhou" In addition to the relatively mature WeChat platforms of prefecture-level public security agencies such as "Ping An Huaiji" and other relatively mature WeChat platforms of county-level public security agencies and even grassroots police station and police office WeChat platforms, they have also sprung up like mushrooms after a spring rain. According to statistics from the Media and Public Affairs Research Institute of the Communication University of China, the number of public security and government WeChat platforms currently accounts for nearly 30% of the total number of government WeChat platforms in the country.

“The public security organs have continued their active role in government new media and served the masses, and the construction of the WeChat platform has made great progress.” Authoritative expert in the field of government WeChat research, Media and Public Security Bureau of Communication University of China Hou E, a senior researcher at the Institute of Political Affairs, commented this way.

According to statistics from the National Public Security and Government Affairs WeChat Collaboration Alliance, as of July 31, 648 public security and government affairs WeChat accounts have been opened nationwide, 145 of which have passed certification; some relatively mature public security and government affairs WeChat accounts It already has a large number of subscriptions. For example, the number of subscriptions for "Xiamen Intelligent Traffic Control Center" has reached nearly 170,000, and the number of fans of "Guangzhou Public Security" has reached more than 30,000.

A survey from the National Public Security and Government WeChat Collaboration Alliance shows that in the first half of this year, Public Security WeChat has become the vanguard in the field of government WeChat, with the sharpest eyesight, the most positive attitude, and the fastest response to action; it has the largest number of police types. It is comprehensive, covering multiple police types such as fire protection, traffic control, and public security. Public security agencies in various places are competing to carry out WeChat construction work, which has made some previously innovative measures widely popularized. The WeChat platform has gradually grown into another important new media position for public security organs to serve the masses.

Hidden concerns: There are about one-third of "zombie accounts" in the public security WeChat account

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

Reporter The investigation found that after Public Security WeChat experienced rapid development from scratch, problems began to emerge: although the overall number was large, the quality was uneven.

Not long ago, several media outlets in a certain province reported at the same time that the police in a certain city launched the province’s first public security WeChat account. However, it soon became clear that this was an embarrassing mistake. The province had actually had eight certified WeChat accounts for public security affairs.

“At present, some public security WeChat channels show a regrettable impetuousness, that is, they are competing for the first place, the first place, the bright spots, and the exposure.” Chen Wenfeng, head of the National Public Security Government Affairs WeChat Collaboration Alliance It has been observed that there are currently many empty shells on WeChat for public security and government affairs. According to his statistics: "The proportion of 'zombie accounts' in public security and government affairs WeChat is about one-third."

"The emergence and even vigorous development of new media for public security and government affairs are ultimately due to the relationship between public security agencies and ordinary people. People have close contact with each other in their daily lives, and people need public security organs to provide timely and effective government services," Chen Wenfeng said. "However, there are currently a few local public security organs that open WeChat out of political performance rather than for the convenience of the people. They do not concentrate on providing services, but blindly. Fight for first place.

What's more, the public security WeChat accounts that have been opened and certified are abandoned halfway and abandoned, becoming what netizens joke about as a 'zombie account'. ”

In addition, many public security WeChat channels do not have systematic and organized resources as a guarantee, which limits the service quality of Public Security WeChat and also creates hidden dangers for normal operation. “Public Security WeChat, especially those certified by Tencent The public security WeChat account should be an organizational act, but now it is mainly done based on personal enthusiasm, which is not standardized enough. "Hou E said.

Positioning: Functions must be tailor-made, and it is not advisable to be greedy for everything.

Experts suggest that corresponding functions should be designed according to the level of the institution, local characteristics, and the needs of the people

How to give full play to the advantages of new media and create a high-quality public security WeChat? During the interview, some experts gave their suggestions

“Public Security WeChat cannot blindly seek to be large and comprehensive, but must be based on the level of the organization and the quality of the public security WeChat. Design corresponding functions based on local characteristics and people’s needs. "Hou E told reporters, "For example, some small city public security agencies, even police stations and police offices have opened WeChat. Due to cost constraints, they only need to focus on releasing information every day, interacting well with the people, and handling emergencies. It is enough to deal with sudden incidents; public security WeChat in larger cities can afford the cost of technology development, so they can make the backend functions more powerful, such as some system consultation functions, appointment service functions, etc.; provincial and ministerial-level public security agencies, Since it does not have the function of directly interacting with and serving the grassroots people, and the previous Weibo platform has been relatively complete, there is no need to open WeChat. After all, the main function of the public security WeChat is to solve the specific problems in the lives of the grassroots people. ”

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

The so-called "front-end" services include active release of information and manual responses. Since this part of the function is relatively simple to implement and it is easier to achieve high-quality police-citizen interaction, it is more suitable for small city public security bureaus, police stations and even police stations. The WeChat operation of the police office.

For example, "Ping An Zhaoqing" will push a message to WeChat friends every day to introduce knowledge about public security, while "Ping An Huaiji" always focuses on communication and exchange. , service, the anchor Chen Xiong uses a standard local Guangdong accent to interact with WeChat friends every day, explain the case, dissuade the fight on WeChat, and respond to WeChat friends’ questions in a timely manner, achieving good police-civilian interaction, and there are also some incidents in some emergencies. Excellent performance.

The so-called "backend" services include automatic system reply, data query and reservation, etc. Since they require certain technical means and economic costs, they are more suitable for public security agencies in larger cities.

The official WeChat account "Duqiao Traffic Police" of the Duqiao Squadron of the Traffic Police Brigade of Linhai City, Zhejiang Province has launched the "Motor Vehicle Violation Inquiry and Driver Score Inquiry Function". When the user enters "1", the system will automatically To reply to information about motor vehicle violations, the user enters "2" and the system can reply to information about driver scores.

The WeChat platform of "Guangzhou Public Security" has designed a special menu page. Functions include urban traffic conditions inquiry, traffic dynamics inquiry, electronic police map inquiry and other functions, as well as business processing functions such as traffic control, entry and exit, household registration, etc., as well as some specific convenience guides. WeChat friends only need to touch the menu to easily Complete information inquiry, business processing and other matters.

The reporter learned that some functions of the "backend" have certain technical thresholds. If the public security agency does not have the technical strength, it will need to rely on third parties to achieve it.

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 the public security WeChat has been developed for nearly a year, but some public security WeChat operators have misunderstandings in their mentality and thinking: “Some local public security agencies have failed to understand the communication mechanism of WeChat when building new media, and have failed to combine WeChat and Weibo. The difference is clear. Using WeChat only as a regular information exchange tool fails to maximize the functions of WeChat itself.

”

Hou E said: “In terms of the information release function, the public security Weibo should be the main position. This is because the number of messages sent on the Weibo platform is not limited and there are many fans, so it can achieve a large-scale publicity. Public security WeChat plays a supporting role to complete some daily information release; once emergencies require emergency notification, such as early warning, disaster and epidemic notification, etc., WeChat can be decisively activated for emergency release, which is 100% The reach rate, mobility and other advantages can be highlighted, which is something Weibo cannot do. ”

“The first is information release, the second is communication and interaction, and the third is inquiry services. There is no priority among these three functions. "Chen Wenfeng summarized the functions of new media. From the perspective of maximizing functions, Public Security WeChat and Public Security Weibo have their own strengths. The two should effectively complement each other, which has become common knowledge in the industry.

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

Attitude: Not seeking the best, but. Seeking the most practical

The technical aspect is not complicated, the mentality and starting point are very important

Experts said that the WeChat platform represents the overall image of a local public security agency, a police type or unit, and must be established

The reporter learned that there are currently only a few public security WeChat platforms across the country that can establish effective resource guarantees and implement daily institutionalized operations. The traffic management of Nanchang Public Security Bureau The bureau’s official WeChat account “Happy Nanchang” is one of them.

On January 15 this year, the Traffic Management Bureau of Nanchang Municipal Public Security Bureau issued a notice detailing the specific responsible persons for WeChat operations. The department’s detailed procedures for handling messages, the time limit for replying to messages, duty hours, and return visit mechanisms were specifically stipulated. On February 25, leaders of the Nanchang Public Security Bureau held a symposium and made it clear that the official WeChat platform of Nanchang Traffic Police would be built this year. One of the key points of public security work.

Li Huan, the person in charge of the WeChat platform of "Lexing Nanchang" said: "On the one hand, these detailed and specific system regulations make the daily operations of 'Lexing Nanchang' more standardized and the masses can consult. The problems can be solved in a timely, rapid and accurate manner, and the service quality has been significantly improved; on the other hand, with the leadership's great attention and support, 'Le Xing Nanchang' has no worries in terms of resource security. ”

“Government WeChat is not technically complex. Chen Wenfeng told reporters, "Public security organs cannot ignore or be afraid of the rapidly changing new media technologies, but should actively learn, use and develop them." "

In the interview, Hou E emphasized: "The development of new media for public security and government affairs is ultimately a matter of mentality and starting point. Technology is updating so fast that it may be difficult for new police media to be perfect. However, if there is a problem with the attitude and starting point, and problems such as 'zombie accounts' and empty shelves appear, the impact will be very bad. We must not regard the new media for public security and government affairs as a platform for political achievements. We must start from serving the masses and devote ourselves to doing it well. ”

Public Security WeChat Scan

“Safe Zhaoqing”: Realizing Information Release in a Crisis State

WeChat system settings, each public platform account can only Push a message. "Safe Zhaoqing" will push a message to WeChat friends every day. On July 15, they pushed the message "Don't drive tired in summer", reminding the public that if they drive for more than 4 hours without taking a break, they may face penalty points. and fines related knowledge. In addition, during the emergency situation of H7N9 avian influenza in the surrounding areas of Guangdong Province last year, "Ping An Huaiji" carried out rumor refutation through timely information push and achieved information release in a crisis situation.

"Ping An Huaiji": achieve effective interaction with WeChat friends

"Ping An Huaiji" positions itself as "your police friend in WeChat", mainly audio broadcasts, supplemented by pictures Posting articles and videos, tracking police news, talking about prevention knowledge, collecting local news, focusing on serving WeChat friends, responding to public inquiries, reports, and complaints every day, and sincerely communicating, communicating, and interacting. On May 21 this year, Tencent Public WeChat " "Government Affairs WeChat Observation" evaluated "Ping'an Huaiji" as "one of the most attentive government affairs WeChat in the practice of public security WeChat".

"Guangzhou Public Security": You can check traffic conditions and handle some public security services

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"Guangzhou Public Security" WeChat went online on November 18 last year.

Through secondary development, they designed a special menu page. The menu functions include urban traffic status query, traffic dynamic query, electronic police map query, etc., as well as traffic control, immigration, household registration and other business processing functions, as well as some specific Convenient guide function. Currently, 46 business inquiries, traffic information, service guides, 4 appointment services, and 1 online service are provided to Guangzhou citizens free of charge. Just search "Guangzhou Public Security" on WeChat to operate.

Related links

National Public Security and Government Affairs WeChat Collaboration Alliance

At the end of May this year, in order to better utilize the functions of Public Security and Government Affairs WeChat, China Police Network, Anhui Province The Public Security Department, Zhaoqing Public Security Bureau of Guangdong Province, Jinan Public Security Bureau of Shandong Province and other units jointly initiated the establishment of the "National Public Security and Government Affairs WeChat Collaboration Alliance" to further enhance the influence of Public Security and Government Affairs WeChat and better utilize police openness and services. functions of the masses.