Nan Fang Du Shi Bao·2025-09-25 15:23Core Insights - The overall performance of Shenzhen state-owned enterprises' new media accounts has declined in August, with significant drops in both article output and reading volume compared to July [2][20] - The "Shenzhen State-owned Enterprises New Media Information Release Observation List" evaluates 54 accounts, including 31 primary accounts of state-owned enterprises and 23 listed companies [1][20] Group 1: New Media Performance - In August, 21 out of 31 primary accounts saw a decrease in article output, with notable reductions from Shenzhen Stock Exchange, Shenzhen Anju, and others [2][3] - Reading volume for 21 accounts also declined, with some experiencing drops of over 50%, while the Special Zone Construction Group saw a significant increase of 16,610 in reading volume [2][3] - The top three accounts by article output were Shenzhen Bus Group (71 articles), Shenzhen Energy (64 articles), and Shenzhen Metro (63 articles, with a slight increase of 1 article) [3][4] Group 2: Reading Volume and Engagement - The top three accounts by reading volume were Shenzhen Metro (361,000+), Guoxin Securities (135,000+), and Shenzhen Eastern Bus (133,000+), while some accounts had reading volumes below 1,000 [4][5] - The total number of likes was highest for Shenzhen Metro (4,079), followed by Shenzhen Bus Group (2,881) and Shenzhen Gas (1,957) [6][7] - Recommendation volume was led by Shenzhen Bus Group (1,882), Shenzhen Metro (1,252), and Shenzhen Eastern Bus (513), indicating a positive reception of their content [8][9] Group 3: Listed Companies Performance - Among the 23 listed company accounts, 14 experienced declines in reading volume and article output, indicating instability in content planning [11][20] - Shenzhen Airlines, CIMC, and China Ping An led in reading volume with 110,000+, 50,913, and 43,212 respectively, but many accounts saw significant drops [14][15] - The article output for Shenzhen Airlines was 24, while CIMC maintained a steady output, benefiting from a recent event that boosted its reading volume [14][19] Group 4: Overall Trends and Recommendations - The overall data from August indicates a disparity in performance, with top accounts maintaining strong output and engagement, while lower-tier accounts struggle [20] - Recommendations for improvement include data review, strategy adjustments, content quality enhancement, and better rhythm control to foster a more balanced development across all accounts [20]