The Strategy for Enhancing the Communication Power of Archaeological Site Museums’ WeChat Official Accounts Based on the Qingbo Index

This study collects account data from 56 archaeological site museums and 1,395 WeChat public account tweets from 7 archaeological site museums as research samples. SPSS regression analysis is used to empirically analyze the influencing factors model. The research results indicate that seven factors, including museum level, posting frequency, account type, posting location, posting time, viewer engagement, and content themes, significantly impact the communication power of these museums. Based on these findings, corresponding strategies to enhance the communication power of archaeological site museums’ WeChat official accounts are proposed: clearly define content positioning to expand strengths, enhance interaction to increase engagement, develop posting strategies based on audience behavior, and focus on account maintenance to build a complete ecosystem.