My Readers

What topics interest my current followers?

Data

In order to help WeChat public account owners like me better manage the account, the public account plaform provides reader data in the following two forms:

The general form provides infomation on number of followers I have ("Number of recipients") when I sent the post as well as total number of people who read my post to date.

The more detailed form tracks data within seven days from the day the post is sent.

For each day, it records

number of people who read the post
number of my current followers who read the post ("Read Official Account Session")
number of people who opened the post from WeChat moments
number of people who forwarded/recommended this post to other people
number of people who favorited the post

I divided my articles into five different categories:

school (ex. how to start/manage a STEM club in high school)
competition (ex. AMC, HiMCM)
summer experience (ex. inviting people to write about their experiences attending summer camps)
summer introduction (ex. provide factual information about summer camps)
testing (ex. SAT, ACT study tips)

I am interested to see which category attracts my readers the most. Thus, I combined reader data from all of my articles (about 130) to perform the following analysis.

Results

Because posts were sent at different times with different amounts of followers, it would be unfair to compare the absolute amounts of clicks. Thus, I computed a relative measure - by dividing the absolute amount over the number of followers at that time, then times 7200 which is the current amount of followers.

For example, if a post was sent when I only had 1000 followers and 200 people opened it in WeChat Moments, then the relative amount of people who opened it in WeChat Moments would be 1440. Thus, comparing the means of different measuring criterias for different categories, we get:

First_Seven_Days -

On average, informative articles on summer camps generate the most amount of total clicks. School comes next. Thus, my data shows that factual information on summer camps is most popular among my target reader.

Read_In_Chat -

My current followers are most likely to open the post if it is about summer camps and standardized testing. Thus, producing more articles in these two categories can help me keep my current followers.

Read_In_Moment -

Articles about activities to do in school as well as summer camp experiences are most attractive in WeChat moments. It makes sense, since articles in those two categories often involve story telling (talking about the actual experience), which is more fun to read.

Shared -

Many people share my summer camp introductions to their WeChat Moments. Having my current readers share the article on their WeChat Moments is an effective marketing strategy, since my current readers' WeChat friends are highly likely to be my target reader. Thus, when they read the article from their friends' WeChat Moments, they may be interested in the content and follow my account. Thus, writing more articles on factual information about summer camps may help me generate a bigger reader base in a very cheap way.

Favorited -

If a person favorites a post, it means that the person finds the content of the post very helpful and valuable. Articles about STEM competitions generate the least amount of favorites comparing to other categories. Thus, I will make sure that my team pay extra attention to improving the quality of articles on STEM competitions.

I am also very curious to see what category / criteria from the first seven days is most closely associated with the number of people who will read my post. This helps me get a sense of how successful the post will be.

Since from my observation the amount of people who read the post in the first seven days is a good predictor of how many reads I get to date, I just used the amount of reads in the first seven days as a representation.

As the results from the linear regression model show, whether the article is about activities to do in school as well as the other four criterias besides first_seven_days all have a positive statistically significant impact on total clicks. Surprisingly, the standardized testing category seems to cast a negative statistically significant impact on total clicks. This requires more investigation into my reader data.

My Readers

What topics interest my current followers?

Data

In order to help WeChat public account owners like me better manage the account, the public account plaform provides reader data in the following two forms:

The general form provides infomation on number of followers I have ("Number of recipients") when I sent the post as well as total number of people who read my post to date.

The more detailed form tracks data within seven days from the day the post is sent.

For each day, it records

number of people who read the post

number of my current followers who read the post ("Read Official Account Session")

number of people who opened the post from WeChat moments

number of people who forwarded/recommended this post to other people

number of people who favorited the post

​

I divided my articles into five different categories:

school (ex. how to start/manage a STEM club in high school)

competition (ex. AMC, HiMCM)

summer experience (ex. inviting people to write about their experiences attending summer camps)

summer introduction (ex. provide factual information about summer camps)

testing (ex. SAT, ACT study tips)

​

I am interested to see which category attracts my readers the most. Thus, I combined reader data from all of my articles (about 130) to perform the following analysis.

​

Results

​

For example, if a post was sent when I only had 1000 followers and 200 people opened it in WeChat Moments, then the relative amount of people who opened it in WeChat Moments would be 1440. Thus, comparing the means of different measuring criterias for different categories, we get:

First_Seven_Days -

On average, informative articles on summer camps generate the most amount of total clicks. School comes next. Thus, my data shows that factual information on summer camps is most popular among my target reader.

​

Read_In_Chat -

My current followers are most likely to open the post if it is about summer camps and standardized testing. Thus, producing more articles in these two categories can help me keep my current followers.

​

Read_In_Moment -

Articles about activities to do in school as well as summer camp experiences are most attractive in WeChat moments. It makes sense, since articles in those two categories often involve story telling (talking about the actual experience), which is more fun to read.

​

Shared -

​

Favorited -

I am also very curious to see what category / criteria from the first seven days is most closely associated with the number of people who will read my post. This helps me get a sense of how successful the post will be.

Since from my observation the amount of people who read the post in the first seven days is a good predictor of how many reads I get to date, I just used the amount of reads in the first seven days as a representation.

​