A Strategy Research On The Content Editing Of Universities' WeChat Official Accounts Platforms

In recent years,self-media booms with the continuous innovation of new media technologies.Among them,WeChat official accounts platforms have developed rapidly based on WeChat,a mobile software,and have become one of the most influential self-media platforms.As all sectors of the society are following this trend to establish their own official accounts,universities,as significant public institutions,are also actively exploring developing paths.As content is key in mass media era,the content of articles that published on WeChat is one of the crucial factors that impact the communication effect of official accounts.In this case,the development of content editing strategies cannot be ignored when promoting universities' WeChat official accounts.This paper aims to innovate content editing strategies of universities' WeChat official accounts through analyzing the current features of these accounts.As for research sample,it first chooses the top 20 official accounts among the 2018 ‘Double-First Class' Universities WeChat Official Accounts Impact Ranking List.It then ranks these 20 accounts by the total reading volume of their articles published between 11 September and 18 September 2019 and chooses the top 10.This paper finds out that at present the content editing of universities' WeChat official accounts has the following features.In termsof articles' themes,administrative news are key contents;articles relating to campus activities share a great amount;original literary articles attract the most attention;key figures' reports shape universities' images;practical information is “rigid demand' of the audience.In terms of titles,those summarise key points of the articles are in the most;In terms of language style,rigorous and lively style co-exist.In terms of comment management,the function of ‘featured comments' are widely used;comment interaction frequency is low;featured comments are most lyrical;responses of authors are general lively.In terms of format design,the use of standard color is relatively unified;the choice of front image and end image is flexible;the use of personification is relatively lagging.In terms of communication modes,the forms of pictures are diverse;information is highly-condensed;multimedia is integrated;text-only content is the mainstream.It concludes that at present the following problems exist in the content editing of WeChat official accounts: the content of articles is too general to satisfy the needs of the audience;the management of comments cannot immerse in an interactive environment;format design is hard to cope with the ‘all-media' challenge.This paper proposes four aspects to solve these problems: to sustain an integrated view and to promote content innovation;to design a comprehensive system and to normalize interaction;to apply cutting-edge technology and to develop‘all-media';to improve ground-level operational system design and to provide high-quality integrated resources.