The Communication Strategies On Official WeChat Public Platform Of Colleges And Universities

Nowadays the development of WeChat is very rapid and it has more and more users.So the official WeChat platform may be able to replace the core functions of the traditional media for the campus.It has become a mainstream of media,but there are also some problems in the content and operators.This paper focuses on the content strategy and operation strategy,through the organizational communication,the agenda setting,the theory of use and satisfaction and so on.Studying the WeChat public platform is in order to obtain a set of effective communication strategy.Based on the official WeChat public platform of South China Agricultural University,South China Normal University and Guangdong University of foreign studies,and used the content analysis method for analysis,and combined with the questionnaire survey and interviews to understand the user's needs,usage and use attitude.I found that the official WeChat also exists in the form of a single push,the original content lacks of depth.The content is very limited,and it also lacks of the interaction.What's more,the team of management is not very professionnal.Through the survey of users we get that the most important demand of the platform is information,they need more information about the school.They are more satisfied with the official Wechat platform of universities,but they are less satisfied with the interaction.The platform should continue to explore,there are more fonctions worthy of developing.In terms of content,it should show the campus dynamic and meet the needs of the audience and also keep up with hot spots or good topics.At the same time,paying more attention to agenda set and pushing ideas is very necessary.It's in order to reflect a certain depth.As for the operational strategy,the university official WeChat platform can be the first place to publish some high-quality content.And it's also very important to focus on interaction with the user.At the same time,it should pay more attention on the menu settings and the services.At last,the official WeChat team in the university should strengthen the training and management of the staff to maintain stability of the team and upgrade the quality of content.