The Communication Strategies On Official WeChat Public Platform Of Colleges And Universities

In the Internet era,WeChat develops rapidly,and more and more users are using it.The official platform in Colleges and universities has replaced some of the core functions of traditional campus media in terms of communication methods and effects.It has developed rapidly and become the mainstream of campus media.But the content and operation of official WeChat public platform in Universities has some problems.This paper focuses on the content strategy and operation strategy research,through agenda setting,use and satisfaction theory,Research University WeChat public platform,thus summed up a set of effective communication strategies.Taking the four-year tweets of Sun Yat-sen University as samples,this paper uses content analysis method to analyze,and combines questionnaire survey method to understand user needs,usage situation,usage attitude and so on.The author finds that there are still some problems in official Wechat public platform,such as strong publicity flavor,deepening of service function,improvement of interaction and lack of professionalism in the use of team.Through the investigation of the audience,we find that the users have the highest demand for authoritative information and campus life information,and they are satisfied with the official WeChat public number of universities,but they are not satisfied with the functionality and interaction of the official WeChat of universities.The author believes that the official micro-messaging platform in Colleges and universities is authoritative,because of the particularity of its audience and communication content,the platform will continue to develop,there are still more functions worth developing.Through the study,the author puts forward some communication strategies,such as definite positioning and communication planning from the perspective of communicators,perfecting the campus service function and attaching importance to interaction from the perspective of audience,making good use of external resources and matrix linkage from the perspective of media,strengthening platform management and team building from the perspective of operation.