A comparative study of Science and Technology Museum WeChat public accounts based on communication elements

Under the background of mobile Internet, WeChat has become an important medium and channel for science communication. This paper selected ten WeChat official accounts of science and technology museums, which were located in different regions and had different levels and scales, as the research object. By analyzing and exploring the characteristics of the communication elements of ten selected science and technology museums, we identified several factors that might affect the science communication effect. Based on our research, we propose several following strategies to enhance communication effectiveness: strengthen the training of the new media operation staff and enhance their abilities, improve their content dissemination strategies, emphasize user-centricity in communication and explore the highlights of offline activities further, etc.