Introduction

The final report contain three main parts.First it will introduce my interested career/the industry environment and how it operates in context to current trends especially in China. In second part, it will have a bibliography and references which a list of where and when the interviews took place and some detail of it.After that, it will draw attention to demonstrate what is the interview about and what I’ve got through the interviews.Instead of transcripts of interviews, this part will emphasize to analysis and application of the information gathered from the interviews to my own individual aims that is assessed.Finally, I will put the interview question at the end of the report.

What is WeChat Official Accounts?

WeChat a Chinese mobile-messaging service which is growing in warp speed. It has become the most important social media platform in China.WeChat (WeiXin in Chinese) is a mobile instant text and voice messaging communication service developed by Tencent Holdings Ltd. in China on January 21, 2011. WeChat has changing the traditional communication method, people uses it rather than e-mail and making telephone calls.Also WeChat is a phenomenon,since it has been released in 2011,in the space of a few years it has intermediate changed people’s life.As the most popular instant messaging app, WeChat is so much more than just a messaging app,the WeChat Admin Platform is e-commerce,gaming,banking and marketing. And people can not ignore the platform’s marketing potential.

Data has showed that there are 700 million monthly active users and 10 million WeChat official accounts in 2016.In today’s WeChat essential tip, it will be covering the basics of official accounts(OA’s)Official accounts provide a formal way for companies to interact with their customers thru WeChat. Since WeChat has become so ingrained in Chinese society, there are few organizations that can ignore it, with all local companies pretty much now having some kind of presence on the platform.

It have to be noted that there are three different kinds of official accounts:subscription accounts,services accounts and enterprise accounts. In this case,I will put focus on subscription,the public account.Users can receive different services and information by following official WeChat accounts for reading, replying, storage,sharing,and re-tweeting.From the data base,it shows 39.8% WeChat Users reading content via followed public accounts in China,at March 2016 and it is also the top 3 most frequently WeChat activities which conducted daily.

People read news on social media than TV& Newspaper combined, 55.4% people prefer mobile apps and 40.4% people will use Social media(WeChat,Weibo,etc.) This could be seen that Social media has changing people’s reading habit. Most important, WeChat subscription accounts can be seen like a daily news,it main leans to convey information to their followers, as they can push one new update a day and users can easily share the link on WeChat moment.

To be a WeChat Public Platform Editor（SOCIAL MEDIA PRODUCER）

I am looking forward to be a WeChat public platform editor.The position works closely with the social media producer.On the basis of the upon reasons,the traditional reading form has been replaced by WeChat public platform. According to Beattie.C.A “Everyone is using WeChat, so marketers are wondering how can they use it in their communications, said Sophia Ong,the executive at WeChat’s parent company,Tencent,who helps marketers navigate the internet giant’s myriad platforms. They know it’s very influential, everyone is using and sharing it.”

My basic industry information is come from my internship which I have been work as a public platform editor,so that I realized how important the WeChat public platform could be and the huge market influences of it. During that period I followed so many local official account and found that Social-media technologies allow a far wider range of people to take part in gathering, filtering and distributing news.This is also a significant context to current trends of WeChat platforms. On the other hand,most enterprises use WeChat as a marketing tool to promote collections and services for users. I used work around 6 months for a company, Dianping which is one of China’s most popular restaurant-review and group-buying services company. My job was managing and maintaining company WeChat official account platform so I have a general understanding of the sector profession.This position offers the opportunity to cove Dianping offline events,and also including manage the online platform.

Although WeChat public platform editor and network editor have so much commons,Being a public platform editor transforming some differences.Both of platform editor and network editor need writing ability,however the article requirements is quite different.First,WeChat as a social media platform, it needs more shorter and newer messages,it requires the editor have more sensitive ability of collecting informations,then integrated them together very fast.Besides, most importantly, WeChat public platform seen as a market tool, it needs tightly match with the clients’ requirements or being well to present the “merchandising” in other words—soft advertisement.Because of the Chinese marketing,more and more official account trend to create flexible language which I have mentioned, soft advertisement,those who attract is eyeball. So that, some bad ethos have rollin into the issue which could be seen after the explosive of subscription accounts,especially at Chinese society.This will be discussed in final report.So being a good platform editor is much more far from that.

Industry Environment and Future trend

The Information Age has spawned many new professions, but WeChat Official account editor could well be the one with the most profound effect on our culture. To begin with the popular of Weibo （Sina Weibo） is “a Chinese microblogging (weibo) website. Akin to a hybrid of Twitter and Facebook, it is one of the most popular sites in China, in use by well over 30% of Internet users, with a market penetration similar to the United States’ Twitter.”Most people believe the rise of Weibo is a flag of National figure until the rise of WeChat.Here are 7 possible forecasting has been put forward by Ye and Tian from people.cn blogger, The most important point of view they have claimed “WeChat is a true platform which also a level product, it combines a variety form of spreading informations——The one way communication, Interactive communication,Interpersonal communication,Organizational communication and Mass Communication, which means the Functions of  it  is unprecedented comprehensively. In a way, it replace the phone voice messages and cell phone voice cals function absolutely no longer important. WeChat also in the growth period, in the foreseeable future, also don’t see any product can replace it. Moreover, WeChat public platform is a by-product of WeChat which is a part of the ecosystem of it.As long as the users are not dumping WeChat, with the content of the most closely,WeChat public platform won’t die.In addition,Ye and Tian have also declared, the report shows the traditional media advertising market is negative growth in 2014.While the Internet advertising market development peak.The form of advertising in WeChat subscription number by message at the bottom of the page set up a provision capacity, according to the user clicks on the billing.Wide click-through is referred to as mobile advertising market in 2014 one of the biggest dark horse, tsinghua university, a master’s individuals can operating WeChat public number per month from wide click-through revenue more than 4000 RMB. So that we can see the power of it.

Interview and some reference around

Target my personal situation, I am quite suitable for the job.