Research On Social Media Of Colleges And Universities Influence Of Information Dissemination Study Based On Social Network Analysis

The rapid development of network information technology,especially the increasing popularity of web2.0 technology,the development of social media has entered a new era.At this stage,many colleges and universities have used social media platforms to interact with the outside world,but the influence of their information dissemination is uneven.As a mainstream social media linking colleges and universities with users inside and outside the Internet in the era of Internet information,social media in colleges and universities has gradually become one of the official channels for colleges and universities to carry out on-campus information services and publish information externally.Therefore,how colleges and universities use college social media platforms to interact with the outside world to improve their influence on information dissemination,and then enhance their good social image,is an important part of evaluating the effectiveness of college social media operations.Therefore,exploring the influence of social media information dissemination in universities has certain practical and practical significance.On the basis of sorting out foreign literature,this paper firstly defines the concepts,characteristics and classification of social media in colleges and universities,and at the same time compares and analyzes the influence of information transmission of traditional media in universities and the influence of information transmission of social media in universities;Definition of research methods and use of tools,etc.;Introduction of persuasion theory,secondary communication theory,group dynamics theory and other related theories.Secondly,it analyzes the current status of the use of social media in colleges and universities,summarizes the influence factors and characteristics of the influence of information transmission of social media in colleges and universities,and then focuses on the analysis of the four influence elements of the influence of social media information transmission in colleges and universities Relationship.Thirdly,based on the two perspectives of social network analysis and content analysis,the impact of social media information dissemination in colleges and universities is analyzed from the four perspectives of the number of fans,network location,network structure,and content characteristics.From the perspective of social network analysis,we can know :(1)The number of fans will greatly affect the spread and breadth of the information published by the university ’s micro-blog account;(2)Actors with a high degree of centrality occupy the core position of the information dissemination network and have a high Power and influence;(3)The degree of intermediate centrality can be used to examine the ability of an actor as a communication medium to play the role of "information bridge" for the dissemination and diffusion of information;(4)close to centrality Large actors need to rely on other actors to obtain information;(5)The denser the network density,the closer the information dissemination and communication between the actors;the greater the network clustering coefficient,the more likely there is a small group between the actors Large;(6)structural holes can broaden the spread of information on social platforms of colleges and universities;(7)actors in the core group have strong ability to control and spread information 3.Strong interaction ability and greater influence,while the actors in the marginal area are the opposite.(8)Users with high influence index can directly promote the direct and indirect dissemination of social media information in universities;socialization of universities The characteristics of media information content also affect the influence of information dissemination.From the perspective of content analysis,we can see that:(1)behaviors like,commenting,forwarding,and not responding by network actors have different influences on information dissemination;(2)the degree of active information interaction of network actors,the more influence the information dissemination has.Strong,the form of interaction is related to the wishes and subjective initiative of the actors,but most of them are determined by the content of the in formation itself.(3)The dissemination of social media information in colleges and universities must be based on high-quality content,supplemented by a reasonable form of information,which can promote the influence of information dissemination.Then,taking the official Sina Weibo of Peking University as an empirical object,using and crawler software and social network analysis tool UCINET to conduct an empirical analysis of the influence of the official Sina Weibo of“Peking University”.Finally,summarizing the research results of empirical analysis,from four a spects of college social media information content,college social media information main body,college social media environment and college social media technology,put forward optimization strategies to improve the influence of college information communication.