基于微博微信的高校社交網絡信息傳播特征與效率對比分析

劉虹 李煜 孫建軍

〔摘 要〕文章對高校微博、微信平臺的信息傳播特征與效率展開研究。從985高校的微博、微信平臺的信息服務入手，基于時間特征、內容特征、行為特征構建社交網絡信息傳播效率指標體系，對比分析其傳播特征和效率的異同點，并進一步將微博、微信兩個平臺的發文主題劃分為學校資訊、校園活動、思想宣傳、娛樂休閑、互動交流等13個類別，探索分析發文主題與傳播效果之間的關聯。研究發現，高校在兩個平臺的發文時間分布存在差異；在傳播特征指標方面，高校微博的發文數、粉絲數高于微信，但高校微信的傳播效率則優于微博；另外，高校在兩個平臺的發文主題具有互補性，不同發文主題在兩個平臺的信息傳播效果均存在顯著差異。

〔關鍵詞〕微博；高校；社交網絡；信息交流；信息服務；效率評價；影響因素；指標體系

DOI：10.3969/j.issn.1008-0821.2018.04.001

〔中圖分類號〕G203 〔文獻標識碼〕A 〔文章編號〕1008-0821（2018）04-0003-09

〔Abstract〕The paper studied the features and efficiency of information dissemination of micro-blog and WeChat platforms 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 features 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.

〔Key words〕micro-blog；university；social network；information communication；information service；efficiency evaluation；impact factor；index system

作為社交網絡產業的代表性應用，新浪微博和騰訊微信的發展勢頭迅猛，用戶數不斷攀登新高。騰訊和新浪的官方報告顯示，到2016年截止，新浪微博的月活躍人數為2.97億[1]，微信月活躍用戶數近9億、公眾號數量已達1 777萬個[2]。高校借力微博、微信等社交網絡平臺開展宣傳教育、資訊發布、活動交流等服務是大勢所趨。目前，社交網絡信息傳播的研究主題可歸納為社交網絡信息傳播特征與行為研究、社交網絡信息傳播網絡結構研究、社交網絡信息傳播預測模型研究3個方面。

1）社交網絡信息傳播特征與行為研究：運用文本分析、問卷分析、情緒分析、數據挖掘等研究方法，對社交網絡環境下的用戶信息傳播行為展開定量分析，揭示信息傳播特征、運營效率、用戶信息傳播行為的影響因素和作用機制。……