Study On The Cost-benefit Of College Student’s Communication Used By Social Media

As an important part of College Students’ individual development, socialintercourse is that every college student must face and deal with the real problem. Withthe wide application of social media, using social media contacts seems to have becomean important way of College Students’ communication in the information age. Ability toeffectively play the positive impact of social media has a critical influence on universitystudent growth and success goals.Based on the social exchange theory, this tudy explore students’ interactionbehavior used by social media from the perspective of cost-effectiveness. Utilize thedivision of explicit costs and hidden costs in economics and the core ideas of Marx’scomprehensive development theory to analyze the cost-benefit index elements ofcollege student’s communication used by social media, and use the student’scommunication cost-benefit scale used by social media to build cost-benefit indexsystem of student’s communication used by social media.Then use the dataenvelopment analysis method to quantitative analysis the effectiveness andshortcomings of college students use social media communication, so as to provideguidance for improving the college students’ network communication management leveland promoting the development of college students. The main conclusions are asfollows:Firstly, the final cost evaluation index of student’s communication used by socialmedia is defined as: money, time, effort, emotional involvement, proprietary assetsinvestment. Secondly, the final benefit evaluation index of student’s communicationused by social media includes four first-level indicators, namely demand content,capacity growth, social relations prolongation, personality development, and ninesecond-level benefit indicators, namely the meet of survival needs, mutual relationshipneeds and growth needs, the growth of learning ability and sociability, the developmentof the quality and richness of social relations, the development of Innovative andIndependence. Thirdly, combined the results of empirical analysis and interviews, putforward the countermeasures which enhance the effectiveness of the cost-effectivenessof student’s communication utilized by social media from two levels of individual andadministrative classes. Based on the individual level, according to the slack variable analysis results, in accordance with the main deficient benefit index of college studentsin the use of social media in the process of communication, non-technical collegestudents were divided into the class of lack of need satisfaction, the class of lack ofcapacity growth, the class of lack of social relations prolongation, the class of lack ofpersonality development class. Starting from the main reason for the lack of the fourmajor categories of college students benefit output, respectively explore tocountermeasures which improve the effectiveness of the cost-effectiveness of collegestudent’s communication used by social media.The class was mainly use of micro-groupto build online classes and increased class cohesion to enhance the effectiveness of thecost-benefit of classroom communication used by social media.