Universities Official Microblogging Problems And Solutions

With the coming of social media, the Microblog has underwent from the birth, viathe boom of users, to a stable development in the process. It prevails among the collegestudents due to its brief, convenient, rapid and efficient advantages of communicationand influence when they are interacting, expressing and discussing. Confronted the fact,almost every college began to manage its official Microblog. But, these officialMicroblogs hasn’t exerted the effect of communication due to the different stages ofdevelopment.This paper is aiming at clarifying the relative concepts, current situation ofdevelopment and main functions of college official Microblogs, finding theproblems--such as a low influence, an ambiguous location, monotonous contents, lackof interaction and management--by the research and analysis of these Microblogs,communication effects, and discussing the ways of their construction and the promotionof their influence.