Research On The Communication Competence Of The Official Wechat Public Account In Guangdong Universities And Colleges

With the evolution of communication technology and the promotion of policies,Chinese universities have begun to establish a new media communication matrix with "two micro" as the main body.As a major province of higher education,WeChat public accounts of universities in Guangdong are flourishing.However,at present,the dissemination power of these official WeiCha public accounts of universities is uneven,and there is no mature and operational evaluation system for the evaluation of the dissemination power of these official WeCha public accounts of universities.On the basis of reviewing the existing evaluation schemes of government affairs Wechat,this study attempts to establish an evaluation system for the dissemination of Universities' WeChat public accounts by using the methods of analytic hierarchy process(AHP)and Delphi method.Among them,the first level includes four indicators: diffusion,interaction,activity and service.The second level includes nine indicators,such as reading volume,number of points of approval,number of messages and so on.Based on the 12-month operation data of official Wechat public accounts of 142 universities in Guangdong Province in 2016,the dissemination ability of these public accounts was ranked according to the indicators of the dissemination evaluation system.According to the evaluation data,the top three universities of Wechat's public signal dissemination are South China Normal University,South China Agricultural University and South China University of Technology.The top three vocational colleges are Guangdong Institute of Mechanical and Electrical Technology,Guangzhou Nanyang Polytechnic Vocational College and Huizhou Institute of Economics and Technology.Through the further excavation of official micro-communication power evaluation system and interviews with university micro-operators,it is found that the communication power of official Micro-public accounts in Guangdong universities is quite different,with large regional differences and weak.Some University Micro-public messages have a single form and similar content.University Wechat Service Number is generally ignored,the function set is not humanized enough,unable to provide comprehensive functional services to target audiences and other issues.From the two aspects of macro-development and official micro-operation,this study puts forward four improvement suggestions: enhancing social attributes,enhancing diffusion;clarifying official micro-positioning,strengthening user thinking,improving the quality of Twitter;enhancing interaction,focusing on guidance.