Analysis Of The Dissemination Content Of The Official WeChat Account Of Colleges And Universities

In recent years,the power of new media has gradually grown.We Chat is favored by many enterprises and organizations due to its strong interactivity.Even government departments have opened their own We Chat public platform as the main channel for releasing information.As the most cutting-edge academic position,colleges and universities also have a large number of teachers and students.The development of We Chat public platform is distinctive and distinctive.With the emergence of the first university We Chat public number "huaxiaoke" in 2012,there has been a boom in the establishment of We Chat public number among universities.The number is increasing with each passing day,but the level of development is uneven.This paper sorted out the list of tencent micro schools from march to June 2019,and selected the top five universities with comprehensive scores,namely Wuhan University,Xiamen University,Hunan University,Nankai University and Peking University,as the research objects.Online observation and content analysis were used to analyze the contents released by the samples.The first chapter summarizes the basic situation of the five sample universities.Mainly from the basic situation overview,dynamic operation elements and the external image of the three aspects of the brief.The second chapter compares and analyzes the contents pushed by the We Chat public accounts of five sample universities selected in this paper,which mainly involves the topic selection,the source of the contents and the production of the contents,and focuses on the common advantages of the We Chat public accounts.The third chapter calculates and compares the influence of various contents and subjects,calculates the acceptability and influence of each content type published by the official We Chat public account of the university,and the reasons behind it.The fourth chapter,based on the analysis results,summarizes the tweet points and functions of the sample universities,points out the shortcomings,and puts forward problems and Suggestions on the content production of the We Chat public account of universities,such as promoting in-depth content processing,and realizing the connection between mainstream content and mainstream audience.