A Comparative Study On The Communication Strategies Of WeChat Public Accounts In Universities

Since its inception,the WeChat public account has had a profound influence on the dissemination of businesses,institutions and organizations,as well as the way individuals obtain information.Universities have noticed the potential of the WeChat public account in disseminating information,shaping the image,etc.,and have opened the WeChat public account one after another in order to increase their influence.Based on this,the purpose of this article is to portray the overall communication picture of the WeChat public account of universities,and then to outline a communication strategy with reference value for the reference of universities in building and improving the WeChat public platform.Specifically,this study selected the samples of the WeChat public account list released by the China Youth Daily in 2017 as the basis for selecting samples,selected 12 universities that appear on the list each week as research samples.The three dimensions of inherent property,surface content and deep content refined a total of 108 indicators for multi-level investigation of the WeChat public account of universities.Under this research framework,combined with WeChat's popular tweet collector and EXCEL for data statistics and content analysis,using ROSTCM6,Tagxedo Creator,and NetDraw for the analysis of word frequency and semantic networks,the system description and comparative study of the research sample was completed.This study found:1.There are similarities and differences in the three aspects of the inherent attributes,surface content,and deep content of the WeChat public account of universities.2.According to the similarities and differences in the process of the WeChat public account dissemination in universities,the successful communication strategies include the following four aspects:Consciously building a university brand and enhancing its distinctiveness.Being able to grasp the characteristics of the audience and providing targeted services.Ingeniously combining major events to create a hot and expanding influence.Columns and series of activities "to go into battle" to form the characteristics of college communication.3.The dissemination of the WeChat public account of colleges and universities has the problems of five aspects of intellectual property protection awareness,weak content production efficiency,lack of diversified presentation of push content,unclear positioning,and unstable push content quality.Try to solve them in these ways:combines the communication of the WeChat public account with the branding of universities.It attaches great importance to the construction of operational teams,improves the push mechanism,and enriches the form of push content.Clearly positions,formulates plans to form the uniqueness of communication.Focuses on the audience experience,and conducts timely data analysis and dissemination effect.