A Study On Wechat Public Platforms Of Universities

Since the introduction of the public letter,a large number of media,business and government agencies have to communicate with the public as a new platform.Since August 2012 Huazhong University of Science and Technology launched the first domestic university official micro-signal,more and more colleges and universities have opened the official WeChat public number,for school teachers and students to provide news push,information query,entertainment and other services.Colleges and universities official WeChat public number operations gradually on track,but the service function and content push in the initial stage of exploration,service features biased in school bus schedules,lectures,campus telephone inquiries and so on.In this paper,the official WeChat public colleges and universities combined with the agenda set theory research,analysis of the official micro-signal how to use the agenda setting theory to achieve better communication effect.The agenda-setting theory argues that mass communication often does not determine a specific view of an event or opinion,but can effectively relate to the facts and opinions and the order in which they are discussed by providing information and arranging related questions.Based on the literature review,this paper uses the WCI index to study the official WeChat public number of Chongqing University,and analyzes the official micro-signal push content and the push form of Chongqing University in detail.Based on the literature review,this paper uses the literature,content analysis and questionnaire survey.How to use the agenda setting theory,combined with the questionnaire survey to collect the WeChat public number user feedback for statistical analysis of the data,so that the research framework is more scientific and persuasive.This paper explores the operation of the official micro-signal of Chongqing University,and draws three conclusions.The second is that the priority of the information of the micro-public information is affected by the priority of the audience,but it is not absolute;it is not necessary to judge the importance of the information.Thirdly,there are some limitations in the theory of agenda setting,which must be viewed objectively in the role of public letter in colleges and universities,and the rational use of the agenda setting theory is the icing on the cake.This paper puts forward the four suggestions for improving the official micro-signal of the university’s official micro-letter.First,to strengthen the operation ofthe team building,clever use of the agenda set,pay attention to the image of the spread,to create brand effect;second,the use of multimedia content in the form of communication,into the animated elements;third,broaden the public letter marketing channels,On the line under the joint,simultaneous publicity;fourth,WeChat public number marketing promotion,combined with hot marketing,major event marketing.