Research On The WeChat Public Account Of Shaanxi Normal University Under The Perspective Of Organizational Communication

The vigorous development of WeChat provides a new platform for the universities’propaganda work,most departments of Shaanxi Normal University comply with development trend of new media,they have been registered their own WeChat public accounts and complement his own information communication channel.WeChat has social attributes,transmission speed and strong interactivity,which have a stronger appeal to the student.The campus WeChat public platform helps to communicate information between the university and student.This research attempts to study all the WeChat public accounts of Shaanxi Normal University from the perspective of organizational communication,and analyze the campus media operations management from the theoretical level and give advice,this results has great significance for the construction of campus media management.Shaanxi Normal University is directly under the ministry of education and is the national 211 project key construction university,its official WeChat public account have some fame and influence.The WeChat operation and management of construction has certain representative in this level,and I hope this study has some reference and reference value for other schools of WeChat public accounts.In addition,a new perspective of the study and research samples is a new attempt for organization communication research.The first chapter introduces the background of this study and comb the literature about universities’ WeChat public accounts.The second chapter mainly analyzes the special communication environment of WeChat public accounts,and statistics of the general situation of each sub organization WeChat public accounts,and uses the way of classification from the account type,WeChat certification,the organizers,the renewal frequency four aspects to study overall situation of WeChat public in Shaanxi Normal University.The third chapter focuses on the establishment of various types of organizations in Shaanxi Normal University and the management and operation of the WeChat public accounts,the relationship between the content and organizational tasks,and the role it plays.Chapter four and five,based on communication and organizational communication theory,I make a systematic analysis of the achievements and the existing problems in the management and construction of WeChat public accounts in Shaanxi Normal University,and then put forward some improvement suggestions.The study found that,in the Shaanxi Normal University,WeChat public number as an organization’s auxiliary means of propaganda,is flourishing on the surface,which the official WeChat platform as the representative of all levels of organizations at all levels of coverage.Study WeChat public platform which have strong communication and influence in Shaanxi Normal University,we found they all focus on the group responsible for WeChat communication,such as the establishment of WeChat communication group,the individual can participate in organization decision-making,and they make some files to manage members of the organization.About organizational external communication,most of WeChat public accounts have good visual image of the logo,original content,focus on interactive and public service.These merits are worth learning.But WeChat public platform of Shaanxi Normal University also has many problems on management construction,such as lack of unified command management system and corresponding system construction at the school level,the organization of many accounts have loose operation management,the accounts’ development is very uneven,and organizations rarely even lack of organization between groups spread,which made resources scattered and difficult to form an effective force.And publicity and promotion activities are relatively few.To solve these problems,I think that in addition to sub organizations strengthen their public management and organizations construction,more important is the overall organizational requirements,the organizations should clearly the main responsibility,strengthen the professional organization and system construction,and then establish WeChat communication system,and communication mechanism between the group of fabric to form WeChat alliance.So the organization can make systems management for the public accounts.And finally optimize the organizational communication mode,and play WeChat overall communication power.