A Research On The Operation Strategy Of University's New Media Based On User Surveys

The Internet tide is a good time;the development of new media is indispensable.With the rapid development of mobile Internet,the connotation of information age is undergoing profound changes.In the new media era,a great change has taken place in the public opinion environment.As the most frequent media form of young people,the new media has become one of the main battlefields of public opinion propaganda in Colleges and universities.At present,"two micro-multiple" as the representative of the media platform has gradually become the main focus of new media work.Among them,the main positions of image publicity and public opinion guidance of colleges and universities are WeChat public platform and official microblog(hereinafter referred to as "double micro")of colleges and universities with mature development and high audience attention.With the post-95 as the main force of college students,the audience acceptance habits of college officials have also changed.This article carries on the investigation to the university new media user acceptance behavior is takes the university student as the main body,unifies the typical case analysis,hoped may propose the university official micro construction Strategy pertinently.The author investigates college students' reading behavior,concern behavior,sharing behavior,interaction behavior,and school officials' cognition on school officials micro(micro-blog and WeChat)through a questionnaire survey.found that users in the forwarding of official micro-content to meet their own public image packaging needs,According to the investigation report,combined with in-depth interviews and typical cases--southwest jiaotong university,based on the theory of use and satisfaction,this paper proposes the operation strategies of colleges and universities in terms of content,form,platform construction and packaging,function development,and promotion.Including the construction of column skeleton,the use of audio and video content,three times to seize the golden push time,the combination of their own characteristics to explore the cultivation of opinion leaders,to create a "temperature" friend image,establish a new model of Internet + student work,double micro linkage,and build content theme that satisfies the public image construction of the audience.