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当前,我国高校官方微博运营呈现不均衡发展趋势,其功能定位、日常运行以及传播效果等皆面临进一步探析和研究的迫切需求。本文通过解析部分高校官方微博运营过程中存在的问题,结合媒体融合国家战略背景,探讨新媒体时代高校微博科学运营的可行性路径,对高校利用官方微博开展新闻宣传工作具有一定的实际应用意义。
At present, the official microblogging operation in higher education institutions in our country presents an unbalanced development trend, and its function orientation, daily operation and dissemination effect are all facing the urgent need of further exploration and research. Based on the analysis of the problems existing in the operation of some official microblogging in colleges and universities and the strategic background of media convergence, this paper explores the feasibility of scientific management of the microblogging in universities in the new media age. It has certain practical significance for colleges and universities to use the official microblogging to carry out news propaganda work. Applied meaning.