The Study Of Image Management In Colleges And Universities Under The Background Of Social Media

With the rapid expansion of education-scale and competition of higher education,it is increasingly evidently reflected that the image of universities and colleges is becoming their intangible assets and core competitiveness.As a good corporate brand,the image of universities and colleges is valuable asset,and plays an extremely important role in recruitment,talent attraction,raising funds for scientific research,enhancing the cohesion of universities and college, getting social supports and other aspects.The image of universities and colleges is reactions and general characteristics identified in the public mind,not a reflection of objective universities’ and colleges’ realities.In other words,it is affected by person’s subjective willings.These reflect both the importance and the plasticity of the universities’ and colleges’ image management.Therefore,scientific and effective image management is an effective way to improve core competitiveness of universities and colleges,and access to social supporting and favoris.It matters if universities and colleges are able to tore main invinciblein in the fierce competition.In terms of the image management of universities and colleges,for the civilian population,participation,dialogue,aggregation, efficiency and integration features of social media,it brought both a series of opportunities and challenges to the image management of universities and colleges.Based on these,the writer tries to learn from the perspective of higher education, combined with the theory of communication and management to carry out the theoretical framework,and analyzes the Status quo of the image management of universities and colleges under the background of social media,and puts forward the corresponding management strategy.Specific content includes the opportunities and challenges,the current situation of image management and specific coping strategies of image management of universities and colleges under the background of social media.This paper combines data analysis, case studies and qualitative analysis research methods, put it to the background of social media of which development and influence is increasingly prevalent and highly self-propagation characteristic,to explore theissues which matters the rise and fall of universities and colleges.The analysis of the status quo not only includes the current common practice with existing college experience, but also analyzes problems and its causes of the image management of universities and colleges under the social media background, and then put forward the suggestion that the image management of universities and colleges should be started both from the college itself and the scientific use and management of social media.The writer expects this paper would cause universities and their managers pay attention to social media, and then understand and use its rationally in their daily work, so that it can provide a better image management way and useful inspiration of enhancing the core competitiveness of universities and colleges.