上海市小学官方微信的运营现状与优化策略

The Operation Status and Optimizing Strategy of Primary School Official Wechat Public Platform in Shanghai

上海市小学官方微信开设比例较高,家长普遍关注,浏览意愿较高,已成为家校沟通信息化的重要平台,但运营中也存在着推送信息有待优化、互动反馈机制有待健全、管理运营有待完善等问题。学校对官微功能定位的不清晰、运营规划的缺失、管理团队的专业性不高是造成上述问题的原因。为此,学校官微应有“把关人”的价值守护,有“育新人”的主旨定位,有“合伙人”的共建意识,有“广告人”的营销思维。

The proportion of official WeChat in Shanghai primary schools is relatively high,parents are generally concerned about it,and their willingness to browse is relatively high,which has become an important platform for home-school communication and informatization.However,there are also some problems in the operation,such as the information transmission needs to be optimized,the interactive feedback mechanism needs to be improved.The reasons for these problems are the unclear positioning of the school’s official WeChat functions,the lack of operational planning,and the low professionalism of the management team.It is suggested that schools should have the value protection of‘gatekeeper’,the theme orientation of‘educating new people’,the co-construction consciousness of‘partners’and the marketing thinking of‘advertisers’.