高校微信平台“开学季”传播策略的实证研究——基于福建省5所本科高校微信公众平台的分析

A Case Study of Communication Strategy of WeChat Public Platform in University Opening Season

福建省5所高校2017、2018年微信公众平台“开学季”推文都能准确定位目标受众,策划最具话题性的选题,设置活力有趣的标题封面,文字简练,标识完善,有固定的推送时间和频率,但也存在着潜在受众有待挖掘、平台互动性不强、缺乏反馈机制、叙事方式有待创新、管理团队力量有待加强等问题。建议高校微信公众平台的运营,应准确定位、讲好故事、以人为本,融合新技术加强互动性,利用数据库建立用户反馈机制,线上线下并举完善团队管理模式,以加强用户黏性,提升传播效果。

Articles on the opening season of WeChat public platform in five universities of Fujian province in 2017 and 2018 have accurate target audience,topical themes, dynamic covers, concise text, complete logo, regular push time and frequency, but there are problems such as insufficient audience, weak platform interaction, lack of feedback mechanism, uninnovative narrative style, and weak management strength. It is therefore suggested that platforms should make efforts to determine the right target audience, improve story telling skills oriented to people, integrate new technologies to enhance interaction, establish better user feedback mechanism using database, and improve team management performance online and offline in order to enhance user stickiness and communication effect.