全媒体时代高校微信视频号运营策略研究

The Operation Strategy of WeChat Channels in Universities in the Era of All Media

在全媒体信息环境的推动下,短视频迎来快速发展期。本研究综合运用定性和定量的研究方法,对高校微信视频号进行深入探究。研究发现,视频号作为一种新兴的社交媒体工具,在信息传播、品牌推广以及互动教育等方面展现出显著的影响力。然而,其运营策略、内容创新和用户体验等方面存在有待改进之处。因此,在全媒体时代,建议高校充分利用视频号庞大的用户基数和平台特性,强化平台建设和管理,提升内容品质和互动性,增强专业技术团队业务能力等,进一步提升其社会影响力,实现更有效的信息传播和网络育人功能,从而更好地满足师生和社会的需求。

Driven by the full media information environment,short videos have entered a period of rapid development.This study comprehensively applies qualitative and quantitative research methods to conduct in-depth exploration of WeChat Channels in universities.Research has found that video accounts,as an emerging social media tool,have shown significant influence in information dissemination,brand promotion,and interactive education.However,there are areas for improvement in its operational strategy,content innovation,and user experience.Therefore,in the era of all media,it is recommended that universities fully utilize the huge user base and platform characteristics of video accounts,strengthen platform construction and management,improve content quality and interactivity,enhance professional technical team business capabilities,further enhance their social influence,achieve more effective information dissemination and online education functions,and better meet the needs of teachers,students,and society.