| 高校基金会新媒体应用问题研究——以39所一流大学建设高校为例 |
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| 引用本文：汤超颖1，2,成 梁1，2,杨维东3,徐 慧4.高校基金会新媒体应用问题研究——以39所一流大学建设高校为例[J].湖南大学学报社会科学版,2022,(3):147-153 |
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| 中文摘要:微信、微博等新媒体平台自问世以来，凭借传播速度快、互动性强等特点，在宣传推广、交流传播等方面具有显著优势，迅速被包括高校基金会在内的各类组织所采用。高校基金会作为特殊的公益性组织，可以使用新媒体，提升公益项目推介、信息公开以及公开募捐等工作水平。然而，高校基金会的新媒体平台应用依然存在着活跃度与互动性不足以及应用战略缺失等问题，通过对我国39所一流大学建设高校基金会新媒体平台应用情况的统计分析，对新媒体平台应用策略进行针对性研究，总结出实践中存在的问题，并在此基础上提出改进建议。 |
| 中文关键词:高校基金会 新媒体平台 应用策略 |
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| A Study on University Education Foundation Social Media Tools Strategies——Taking 39 First-Class Universities as Examples |
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| Abstract:Since the emergence of social media platforms, their characteristics of spreading information quickly and friendly for intensive interactions have shown significant advantages for the activities of advertising and communication. Hence, it has been rapidly accepted by many kinds of organizations, including university foundations. As a special non-for-profit organization, university foundations can use social media platforms to do public welfare project promotion, information disclosure and public fund-raising. However, in current usage of social media platforms, university foundations are facing challenges, such as low activeness, lack of interactions, short of application strategies, etc. Based on the statistic analyses of the data of social media platforms’usage in the university foundations from 39 first-class universities in China, this paper summarized their strategies towards the application of social media platforms, the problems and deficiencies appeared in their practices. And based on this, several suggestions for improving the usage of social media platforms are put forward. |
| keywords:university foundation social-media platform strategy of applications |
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