传播学视角下的高校官方微博建设探析

Exploration and Analysis on Universities' Official Micro-blog Construction under Communication Science

以高校官方微博为研究对象,归纳了高校官方微博的信息发布与沟通、教育、形象宣传与塑造和危机公关等功能,指出高校官方微博发展中存在定位不清晰、内容严肃、形式单一、时效性差、管理无序等问题,提出高校官方微博要明确合理定位、加强运营管理、提升时效性、加强内容建设、创新微博形式、发挥公关作用等举措,推动高校微博的健康良性发展。

The text takes official micro-blog of universities as research objects, combined with knowledge of communication science, which concludes functions of information publishing and sharing, educating, image publicizing and creating, and crisis public relations and so on, points out questions during developing of universities＂ official micro-blog that orientation is not clear, content is serious, form is single, timeliness is poor, and management is disordered, and puts forward that universities＂ official micro-blog should take measures to promote to healthy development of universities＂ official micro-blog, such as clearing orientation, enhancing operation management, improv- ing timeliness, strengthening content construction, innovating forms of micro-blog, and making crisis public relations take effects.