What is a WeChat official public account?

The Wechat product designed for businesses is called the Official Public Account. There are 2 major ways business can set up Official Public Accounts: Service Account and Subscription Account (*a third kind is called Enterprise Account, it’s more used for businesses’ internal communications, hence less relevant in this discussion).

Are government WeChat Official accounts growing?

The growth of Chinese government WeChat official accounts, including the TMB account (the subject of this study), is still in its preliminary phase. The TMB account, which was designed to be a general platform for all traffic-related services, has turned out to be a lookup tool.

How to choose a WeChat official account?

The general rule of thumb to pick a WeChat Official Account is, therefore, the following: In most other cases (especially e-commerce cases), Service account is the right choice as it offers more visibility and features.

What is the WeChat account verification process?

The WeChat account verification process is a way to make your account official. Followers can see the gold tick and be sure that the account is run by a genuine business. If a business public subscription account is verified then it can be upgraded to a business public service account and the menu can be customised.

Are WeChat Official accounts being underutilized?

Most WeChat Government Official accounts are underutilized. Deficiencies exist in their information architecture, operation strategy, and interaction design. The effectiveness of public service delivery on social media depends on the legal and policy environment. Governments should collaborate with the private sector in the construction of official accounts.

Are WeChat Official accounts delivering public services in China?

The evaluation of Chinese government WeChat official accounts delivering public services has become an important research focus, given the increasing trend in this area.