Study on University Micro-blog in New Media Age

With the development of internet technology in recent years, university official micro-blog increases rapidly. This paper sorts out the operation of several university micro-blogs and finds the blog has mainly three functions: interpretation of university policies and news, handling of emergencies and crises, and establishment of a positive image of the university. Through operating and managing the official micro-blog, universities carry out targeted activities, both online and offline. With the increasing media attention and the social influence, university official micro-blog has become an important bridge between the university and the society.