Problems and Solutions of Governments Social Media: Based on 16 In-depth Interviews of Official Accounts

After "Closing Tide" in 2019, the basic operation problems of government social media, such as poor accounts and slow update, were corrected in time. However, the underlying problems and dilemmas have never been further clarified yet. Based on 16 in-depth interviews, this paper establishes a four-level analysis frame, such as content productive procedure, operation supports, endogenous reflection and innovative dilemmas, to interpret main problems of government social media. When we promote the development of government social media, clarifying objectives is primarily significant for a further status of official accounts. With a balance between standardized and individualized operation, to comprehensively optimize the content productive procedure, and to increase investment and human resource will improve the quality of government social media in future.