A Comparative Study On The Communication Effect Of WeChat Public Numbers In Colleges And Universities

The era of the Internet,the major colleges and universities to adapt to the development trend of media integration,have established WeChat public number.These WeChat public number in the information push,student services,entertainment and other aspects of the mainstream to spread the concept of social and public opinion to guide an important channel.This study takes the news published by Peking University and Southwest University of Political Science and Law from September to December 2015 as the main research object,and uses the content analysis method,the literature analysis method and the questionnaire survey method to discuss the two universities.Three questions: first,the two schools official WeChat public operation status and dissemination of what are the characteristics? What are the differences? Second,the two schools of the official WeChat public operation of the audience what effect? Third,the two schools after the comparison of the effect of micro-public letter on the two microblogging public letter content of the production of what inspiration?Through the analysis of the contents of the two colleges and universities,it is found that the two colleges and universities are news and communication in the news genre.The majority of the contents are campus news and people.Both magistrates are actively innovating in the form of reports,and they are published in a variety of ways such as graphic collection,video,and voice.In the length,reading volume,point praise on the North official micro is significantly higher than the Western government officials,and there is a big gap.The results of the two examinations show that the audience,despite the multi-faceted access to the school's information and services,but the school officials are increasingly becoming an important channel.The two magistrate through the efforts of the basic to meet the audience's information needs and the use of satisfaction,access to the audience a certain degree of recognition,but in the official micro-interactive features,the audience is not satisfied.In contrast,the Western government micro-audience recognition is less than Peking University;official micro-audience exposure and use of frequency,Peking University is also significantly higher than the Western government audience.Therefore,the university should be stable and stable,to provide the audience with high quality and meet the needs of the content,strengthen the platform interaction,attract more fans,cultivate the audience viscosity,expand its dissemination of influence.