Study On The Optimization Of We Chat Public Account Service In University In Shanghai

In the era of “Internet plus”,Wechat public account has become an important channel of university library for online service,pushing resource and interaction among teacher,student and public.Various university libraries have established their own We Chat public accounts and try to maintain and develop recourses from various aspects,aiming to improve the quality of service that meets the needs of users through Wechat.However,many Wechat public accounts of universities are administered separately,failing to share and integrate with other platforms effectively.Meanwhile,insufficient exploration of social function and poor in-depth development of the platform lead to loss of users,which is the urgent problem that remains to be considered and solved.This paper,guided by the new public management theory and with J University library as an example,researches on the service optimization of Wechat public account of university libraries of Shanghai by adopting the method of literature research,case analysis,questionnaire survey and interview.According to the research,the service of Wechat public account of university library of Shanghai has been developed from scratch,and it has played a unique role in serving teacher,student and society.But as shown by J University,there are still some problems of the Wechat public account during its operation: simple service function,unsatisfactory communication effect of service,uneven service quality of program,lacking good interaction,weak service integration and connectivity,and unclear setting of service column.The reasons for the above problems are as follows: not having user-oriented platform construction,unscientific operation and management,weak capacity of operation team,lacking evaluation system based on user perception,and poor cooperation with other platforms.Against this background,the author believes that the following measures should be taken to optimize the service of Wechat public account of university libraries of Shanghai: First,accurate positioning with users' needs at core.Scientific and user-oriented plan should be emphasized for targeted service.Second,management improvement and service concept innovation.Work flow and daily operation should be optimized with “people-centered” concept.Third,team building and staff motivation.It is needed to build a professional operation team and effective performance appraisal system.Fourth,evaluation and feedback system based on user perception.Third-party service assessment and user engagement are encouraged for responsibility optimization.Fifth,cross-border integration for both cooperation and competition.We should connect with other new media platforms to share the resources of libraries and upgrade technology through specialized corporation.It is hoped that through reform and innovation,Wechat public account of university library of Shanghai can truly become a new media service platform of openness,sharing,interactive feedback and interconnection.