Objective/significance. To understand the operation status of medical college library's wechat public account, analyze the factors affecting its communication effect, and provide suggestions for its subsequent operation. [Method/Process] Taking the operation data of eleven medical university libraries’ wechat public accounts as samples, based on the “5W” communication mode theory and the research results of social media and communication effect factors, the influencing factors were analyzed in multiple dimensions and deep level, and the model was constructed and verified by one-way analysis of variance and correlation analysis. [Conclusion] Factors such as the release time, location and theme of the article in the wechat official account have a significant impact on the communication effect, while the release date of the article, the number of words in the title, the type of the official account and the number of active fans have no significant impact on the communication effect of the wechat official account. Therefore, the operation personnel should pay more attention to the active time of users, create high-quality content, and stabilize the publication frequency of articles, so as to improve the reading stickiness of users.