An Analysis Of Current Situation And Countermeasures On University Official Micro-blogging

Nowadays,the spread of micro-blogging is like"nuclear fission" and"fusion",having a great influence on society, as well as arousing Internet users’ greatconcern. Using micro-blogging, colleges and universities have built a smooth channelfor exchanging information, communicating ideas as well as sharing information. Thisnew way can help colleges to be better known by people from all walks oflife,enhancing the universities’ social awareness. However, during the earlydevelopment of college micro-blogging, there have been a number of irregularities inmanagement. Some colleges and universities can’t, don’t want to, or even do badly indealing with the problems which are in public’s concern. This may result in losing agood spread communication platform. This paper makes an analysis on universityofficial micro-blogging, trying to build a perfect operation mechanism, managementmechanism, and to bring an orderly development,as well enhance the service functionsof colleges’ official blog.From several dimensions such as basic state, popularity ranking, influence ranking,and regional distribution, this thesis finds out that, the comprehensive strength ofuniversity official micro-blogging depends on forwarding rate, comment rate, fanquality and level of activity. The healthy functioning of the university officialmicro-blog has something to do with a clear guiding ideology, scientific organization&management mechanism and smooth communication mechanism. What’s more, it isnecessary to have an accurate grasp to dissemination of information law duringuniversity official micro-blogging.Information in university official micro-bloggingevolutes in three ways----the dandelion mode, the HUB mode as well as the mode ofthe neutron star.While releasing information,colleges and universities should spread itby rules, such as according to the different nature of the information as well as thedifferent audiences. Only in this way, can dissemination of result be better and influenceof official blog be enhanced. Every coin has two sides., so university officialmicro-blogging is a sharp double-edged sword.On one hand, it has positive points,such as releasing information, enhancingimages, as well as dealing with public relations’ crisis. On the other hand, due to itsimmaturity in management, there are some weaknesses, such as suit following, boringcontent, poor interaction, etc. What’s worse, there is a big arbitrariness and freedom in micro-blogging remarks for lack of micro-blogging gatekeepers, for immaturity ofyouth’s ideological, and simply pandering to the presence of thinking. Problems arebecoming more and more serious, for the long-term existence of information securitybreaches, poor supervision&management, as well as pan-entertainment.Using the systems thinking approach, discoursing from three levels(a clearpositioning, platform construction and operation mechanism), this thesis puts forwardssome innovative management ideas for college official micro-blogging. It is reallyimportant to master a clear audience and function, good fans building and contentbuilding, and to strengthen the team management, enhance students’ media literacy, toset up opinion leaders, public opinion monitoring and crisis response mechanisms. Onlyin this way, can the university official micro-blogging really play a significant role foruniversities themselves.