The Research On The Government Micro-blog Of Colleges And Universities In Henan Province

In2010, by virtue of its features and advantages of "short, free, instant,interactive", microblog influenced so greatly that it leads to a meaningful “micro”revolution. The time the students in colleges and universities have fallen into theflow of microblog, the blossom and influence of microblog become so rapid andgreat that it eclipses the BBS which used to a smash hit in the colleges.What is the current condition of the microblog in the universities in Henanwhere there are127higher learning institutions with1.62million students? Andwhat are the opportunities and challenges occurring in the development of microblogin these higher learning institutions.This paper takes45of top700higher learning institutions in china as simples,which includes the state-run, private colleges and universities and independentcolleges, and adopts the investigation method in the quantitative analysis and thecomparative analysis and case study in qualitative analysis. Based on the dataanalysis and case study of every microblogs’ indexes of the45simples’ publicmicroblogs of the university, youth league and the department of enrollment(department of enrollent and employment) on Sina Weibo and Tencent Weibo,including the number of microblogs, followers and following, this paper intends toanalyze the current condition of the microblog’s construction in the higher learninginstitutions in Henan, make a conclusion of its advantages and disadvantages andpropose several suggestions for the existing problems, in effort to provide someguidance and reference for the development of the public microblogs of the higherlearning institutions in Henan and provide empirical evidences and basis for theEducational Deparment’s management of the microblog and the establishment of therelated policies. According to the investigation, it is found that the awareness ofopening and maintaining the microblog of the higher learning insititution has beenawakened. For example,“Zhengzhou University Youth Assembly”,“ZhengzhouUniversity Student Exchange”,“Henan University” is in the leading position amongall the microblogs of the higher learning insititutions nationwide. However, thedevelopment of the colleges’ and universities can’t adapt to the demand andeagerness of the students and teachers. For example, there are only a small numberof colleges and universities that open public microblog. And there exists “zombiemicroblog” which is not updated for a long time without being maintained. Besides,in some colleges and universities, the publicity strategies for their microblogs don’tadapt to the spreading features of microblog, such as the out-dated conception, the inappropriate target readers and tactics.In order to speed up the construction of the public microblogs of higherlearning institution in Henan, the higher learning institution should initiate theconception and give more attention and more human, material and financial supportto the construction of the microblogs; it’s necessary to set a appropriate position ofcampus microblog by combing the demands of the students and teachers with thecharacteristics of the microblog; it’s necessary to make the microblog posts rich andupdated in time in order to attract more active followers of the students and teachers;it’s necessary to be at one with the followers by making most of the internetlanguage and expressions; it’s necessary to establish a “microblog union” among thecolleges and universities; it’s necessary to make good use of the informationexchange to make the information widely spread; it’s necessary to collect andanalyze the data according to which the developmental strategies of the microblogshould be modified in time; it’s necessary to enhance the exchange both on-line andoff-line with the original intention of serving for the teachers and students in mind.