Evaluation Index System of Enterprise WeChat Official Account Operational Capability

Abstract

In order to provide reference standard for evaluating the operational capability of WeChat official account, we build a evaluation index system to improve the management level of publicity work. First, the evaluation index system of WeChat official account is designed. Then, the method of determining the weight of subjective and objective indicators combining Delphi method and principal component analysis is proposed. The per capita method for eliminating the influence of the scale of enterprises and the logarithmic normalization method for handling uneven data are proposed. Finally, the empirical study of the 12 official accounts of State Grid is made. The evaluation index system of WeChat official account includes 4 first level indicators and 15 two level indicators. This study proposes that the index system and data processing method are scientific.