高校官方微信公众号运营的问题及对策研究——以长沙师范学院官微为例

Study on the Problems in the Operation of Official We-Chat Account in Universities and Their countermeasures——a Case Study of Official We-Chat of Changsha Normal University

高校官方微信作为新媒体时代高校对外树立形象、对内凝聚人心的重要平台,具有服务师生、打造思政教育阵地、引导舆论、塑造品牌形象等功能,但在运营中存在定位模糊、内容同质化严重、运营人员流动性大等问题。基于此,高校应通过打造精品原创内容、强化官微团队建设、加强线上线下及时互动等策略,提高官方微信公信力,提升高校的宣传能力。

As an important platform for universities in the new media era to build up their image and unite people,official We-chat of universities functions as serving teachers and students,creating a education position for ideological and political thinking,guiding public opinion,and building up brand image.However,such problems arise in operation as ambiguous positioning,serious homogeneity of content and large mobility of operators.Based on this,colleges and universities should enhance their credibility of official WeChat and enhance their publicity ability through such strategies as creating original quality content,strengthening the construction of official Wechat team,and strengthening timely online and offline interaction.