文章对高校微博、微信平台的信息传播特征与效率展开研究.从985高校的微博、微信平台的信息服务入手,基于时间特征、内容特征、行为特征构建社交网络信息传播效率指标体系,对比分析其传播特征和效率的异同点,并进一步将微博、微信两个平台的发文主题划分为学校资讯、校园活动、思想宣传、娱乐休闲、互动交流等13个类别,探索分析发文主题与传播效果之间的关联.研究发现,高校在两个平台的发文时间分布存在差异;在传播特征指标方面,高校微博的发文数、粉丝数高于微信,但高校微信的传播效率则优于微博;另外,高校在两个平台的发文主题具有互补性,不同发文主题在两个平台的信息传播效果均存在显著差异.%The paper studied the features and efficiency of information dissemination of micro-blog and WeChat plat-forms of universities.Starting with information services of micro-blog and WeChat platforms of 985 Universities, the paper constructed the efficiency index system of social network information dissemination based on three dimensions including time, content and behavior.Then, the paper compared and analyzed the similarities and differences of dissemination fea-tures and efficiency between the two platforms.Besides, the article further divided the subjects into thirteen categories such as school information, campus activity, ideological propaganda, entertainment, leisure and interactive communication. Meanwhile, the paper explored and analyzed the relation between the subjects and information dissemination effects.The research result showed that there were differences in the time distribution of delivery between the two platforms.In terms of dissemination features,the number of articles and followers of micro -blog were higher than WeChat, but the dissemination efficiency of WeChat was better than micro-blog.In addition, subjects in these two platforms were complementary, there were significant differences in the information dissemination effect between different subjects.
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