微信公众号与高校离退休工作--以“浙江大学离退休工作处”微信公众号为例  

The Wechat Official Account and Retirement Work in Colleges and Universities:Take the Wechat Official Account of Zhejiang University Retirement Department as an Example

作　　者：张晓亮[1] ZHANG Xiaoliang(Retirement Office,Zhejiang University,Hangzhou,Zhejiang 310007)

机构地区：[1]浙江大学离退休工作处玉泉管理服务中心,浙江杭州310007

出　　处：《绍兴文理学院学报》2021年第8期102-106,共5页Journal of Shaoxing University

摘　　要：微信公众号在开展高校离退休工作中,有独特的传播优势:善于聚焦热点,可以及时推送新资讯新动态;特别贴近生活,能够精准服务大众;线上线下同频共振,利于打造出有影响力的品牌栏目.同时也存在着一些不足:读者参与度低、互动不强、效果欠佳;推文形式单一、影响力不够;原创文章质量参差不齐、对受众的吸引力较小等.可以通过扩大互动提高公众号的用户黏性,运用编辑技巧增添推文的可读性,加强培训提升原创文章质量.The WeChat official account has unique communication advantages in carrying out the retirement work in colleges and universities:it excels at focusing on the hot spots and thus pushes new information and new trends in time;it is especially close to life and thus accurately serves the public;online and offline resonance at the same frequency is conducive to creating influential brand columns.Yet there also exist such deficiencies as low reader participation,weak interaction,poor effect,single form of tweet articles,insufficient influence,uneven quality of original articles,thus less attractive to the audience,etc.The paper maintains that the user viscosity of the official account can be improved by expanding interaction,the readability of the tweets increased by using editing skills,and the quality of original articles enhanced by strengthen training.

关 键 词：微信公众号 离退休工作 宣传平台 读者参与度 推文 

分 类 号：C913.6[经济管理]