| The era of microblog greatly changed the channels that web users acquire university information. Based on the investigations of 1089 college students, of which 72% mainly attain their information from microblog, it is proved that the emergence and development of microblog of college have brought new opportunities to the establishment and propagation of colleges’ image. The main topic of the paper is whether and how does the college microblog achieve the goal. The main research method is combined of case analysis and empirical approach.The paper utilizes related communication thesis to analyze the microblog of Graduate Union of Shanghai Jiaotong University, the typical successful case in the realm, mainly on communication method, character and theoretical effect. Then we utilize natural experiment to interview 513 followers and 576 non-followers(all are not students of Shanghai Jiaotong University) of the microblog of Graduate Union of Shanghai Jiaotong University, to figure out their respective preference.As the investigation indicates, the followers of the microblog show much higher evaluation on the school, including ability of research, reputation of graduates, college culture and development potential. Meanwhile, more than 80% of interviewees approve that after following the microblog of Graduate Union of Shanghai Jiaotong University, they consider the school better than before, and the longer time and more frequency create more favorable impression.The investigation has obviously proved that the microblog of Graduate Union of Shanghai Jiaotong University makes positive effect on establishment and propagation of colleges’ reputation. The thesis has been first proved by this paper. |
