Research On The Evaluation Of The Communication Effect Of University Wechat Public Account

With the advent of the new media era,network and information technology have begun to penetrate into all aspects of human daily life.With the rapid development of new media,WeChat,as one of the main forms of new media,has also developed rapidly in recent years.With the advantages and convenience of WeChat public account,many universities have created WeChat public account to serve teachers and students.The WeChat public account has a strong influence among college students,and colleges can use this channel to achieve the purpose of transmitting information,collecting information,providing consultation service and teaching students.Colleges can also enhance their social influence and strengthen the connection with students through the university WeChat public account.Based on the "theory of information processing" and "the theory of use and satisfaction",carrying out a research on the evaluation of the communication effect of the WeChat public account in colleges and universities.According to the ideas of analysis,construction of the system and case analysis.Firstly,through literature reading and theoretical study,four dimensions of breadth,depth,strength,and validity,16 secondary indicators were finally selected to construct the evaluation index system of the communication effect of WeChat public account in colleges and universities.Secondly,the official WeChat account of Beijing University of Posts and Telecommunications(BUPT)was selected as a case to evaluate the communication effect,and it was found that the current communication effect of the case is worse than that of the benchmark account.Making a comparative study on it from the subjective and objective perspectives,and deeply analyzing the reasons of the problem.Finally,based on the above researches,giving the strategies of colleges and universities to improve the communication effect of WeChat public account.