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Journal of Educational Theory and Management | Volume 04 | Issue 02 | October 2020
Distributed under creative commons license 4.0 DOI: https://doi.org/10.26549/jetm.v4i2.5165
Journal of Educational Theory and Management
https://ojs.s-p.sg/index.php/jetm
Research on Application of Self-media Platform in College Enrollment
Publicity in the New Period
Dan Zhang* Suxia Deng Xiang Li
Panjin Vocational and Technical College, Panjin, Liaoning, 124000, China
ARTICLE INFO ABSTRACT
Article history
Received: 11 September 2020
Revised: 18 September 2020
Accepted: 9 October 2020
Published Online: 16 October 2020
Since the arrival of the media era, colleges and universities have undergone
many new changes in enrollment, especially in the recruitment publicity
work, self-media platform plays an important role. But for now, there
are some problems in the application of self-media in college enrollment
propaganda, for example, the promotion and management level of the
platform needs to be improved, and the low quality of platform push
content seriously affects the application effect of self-media. This paper
aims at the problems existing in the application of self-media platform in
the college enrollment propaganda, and formulates the effective solution
strategy of the department, constantly improve the application effect of
self-media platform in college enrollment propaganda.
Keywords:
Universities
Enrollment publicity
Self-media platform
Application
1. Introduction
In the rapid development of modern information tech-
nology, Since the emergence and development of the
media, and play a great role in the development of
various industries. The application of self-media platform
in the process of college enrollment propaganda has effec-
tively improved the quality and efciency of propaganda.
It reduces the cost of publicity, especially in the applica-
tion of self-media platforms such as Weibo and WeChat,
can make it easier for young people to accept and receive
this information. At the same time in the media era, the
communication and communication of propaganda con-
tent has become more efcient, colleges and universities
can collect feedback from students, constantly optimize
the content of publicity, Improve the quality of publicity
to ensure the orderly conduct of college enrollment pub-
licity work.
2. The Important Value of Self-media
Platform in College Enrollment Publicity
In the traditional college admissions campaign, Enroll-
ment special issue and recruit students website application
more, but in the society rapid development, These meth-
ods can no longer meet the needs of students, it is difcult
to timely information、 Full presentation to students. In
the new era, young people have widely used self-media
such as Weibo and WeChat, and in the reception and
dissemination of information, also mainly rely on these
self-media platforms. Therefore, colleges and universities
in the recruitment and publicity work must change the
propaganda strategy in time, actively introduce from the
media platform, so that propaganda work more efcient[1].
*Corresponding Author:
Dan Zhang,
Correspondence address: Panjin Vocational and Technical College, Panjin City, Liaoning Province, 124000, China;
E-mail: 308164675@qq.com.
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Journal of Educational Theory and Management | Volume 04 | Issue 02 | October 2020
Distributed under creative commons license 4.0
First, compared to the traditional way of recruiting,
the application of self-media platform not only has the
information dissemination speed fast Low-cost features,
also has the traditional propaganda pattern not to achieve
the high benet. Under the application of self-media pro-
paganda platform, colleges and universities can adjust
the propaganda strategy in time to the current hot spots,
present attractive promotional content for students. At the
same time, it can communicate effectively with students,
understand students’ needs and preferences, and improve
the quality and efficiency of college enrollment publici-
ty[2]. Second, the current dissemination of information is
fragmented, and many students are scattered, But since
the media can better solve the problem, Students from dif-
ferent regions, Can be free from time and space, Anytime
and anywhere to understand the college enrollment pub-
licity copy. At present, the application of Weibo, WeChat
and other self-media in college enrollment propaganda is
becoming more and more common, It plays an important
role in improving the quality and efciency of enrollment
publicity, And colleges and universities keep pace with
the times, effective means to achieve propaganda innova-
tion. The application of self-media in college enrollment
publicity, Is the necessity of the times, but also the direct
result of students’ diverse needs, So colleges must keep
up with the times, Constantly optimize promotional push
content, To provide a real, comprehensive and timely
content for the broad audience, and truly play the role
of self-media platform in the recruitment and publicity
work[3].
2 Problems in Application of Self-Media
Platform
Although colleges and universities continue to keep pace
with the times in enrollment publicity work, Increasing
the use of self-media, but there are still some problems
in use, the existence of these problems makes the use of
self-media platform greatly reduced. So, there’s a scientif-
ic analysis of these issues, in this way, we can put forward
the countermeasures to improve the use effect of self-me-
dia platform, and ensure the efciency of college enroll-
ment propaganda work [4].
2.1 Low Level of Platform Promotion and Management
Although many colleges and universities have applied
self-media platforms in their recruitment campaigns, But
the application level of self-media platform is low, there
are still problems in management, the application effect
is not good enough. When colleges apply self-media
platforms, Not actively developing new features, The
functionality on the platform was also not optimized, the
function of self-media platform cannot be brought into
full play[5]. At the same time, college enrollment publicity
for self-media platform in the application, Low activity,
although many colleges and universities also send copies
on the platform, but the activity is low, lacks the interac-
tion with the student, therefore the platform management
also becomes the influence self-media platform applica-
tion effect one big factor.
2.2 Low Quality of Content Pushed by the Platform
In the process of applying self-media platform to col-
lege enrollment propaganda in the process of recruiting
students, because of the low quality of the content, not
only can not attract students’ attention, will also affect the
image of colleges and universities. Many colleges and
universities don’t know enough about the importance of
self-media platform in enrollment promotion, regular part-
time job placement, so that the platform copy editors lack
enthusiasm, often push some of the lower quality content,
the quality of recruitment publicity work has a great im-
pact[6].
3. Application Strategy of Self-media
Platform in College Enrollment Publicity in
New Period
The competition for college enrollment is fierce, How-
ever, there are many personal needs for students, and the
existence of these needs poses a great challenge to the
recruitment and publicity work. The traditional self-me-
dia platform model has been unable to adapt to the de-
velopment of contemporary society, more can not meet
the actual needs of students, so colleges and universities
through renement, Modern management mode, constant-
ly improve the management effect of self-media platform.
The following is how to improve the application effect of
the self-media platform college enrollment publicity:
3.1 Intensify the Promotion of Enrolment from
Media Platforms
Self-media platform can edit and push information accu-
rately in practical application. To enhance the efciency
of information dissemination, and students can also com-
municate with universities on the platform, understand
each other’s needs. The promotion of self-media platforms
needs to be done through: First, from the media platform
of autobiography broadcast. Self-communication capa-
bility is a feature of self-media platform, especially in the
process of increasing the audience of the platform, com-
munication capacity is also enhanced. Therefore, colleges
DOI: https://doi.org/10.26549/jetm.v4i2.5165
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Journal of Educational Theory and Management | Volume 04 | Issue 02 | October 2020
Distributed under creative commons license 4.0
and universities must actively set up the content of the
copy, promotion of adaptive media platform. For example,
when we post the enrollment information on WeChat, you
can set the QR code at the bottom, to facilitate the dissem-
ination of push information, keep abreast of more relevant
information [7].
Second, the traditional propaganda platform and ma-
terials as carriers. In college enrollment publicity, make
good use of the traditional propaganda platform with high
attention, such as college pipe network, Set the window
from the media platform on the pipe network, let students
in the process of vagrant pipe network can click and know
the relevant information at any time. It can also include
media sites or QR codes in print media such as newspa-
pers and posters, Improve the promotion efficiency of
self-media platform.
Third, Make use of the publicity campaign. Many col-
leges and universities organize enrollment seminars and
other activities, and then in the propaganda interaction,
integration of media platforms into promotional activities,
to enable students to learn about self-media platforms, and
timely subscription or attention to college enrollment pub-
licity from the media platform, this will enable students to
push more comprehensive, latest information.
3.2 Enhanced Quality Management of Content
from Media Platforms for Recruitment Promotion
The high activity of self-media platform is due to the
high quality of content, and update faster, more attractive
to young people, meet the actual needs of young people.
Improving the quality of content from media platform,
content quality management is required in the following
manner: First, reasonable use of platform interactive data.
Self-media platform in practice, with two-way interac-
tion, Number of fans through media platforms, activity
and evaluation forwarding, can subjectively reflect the
quality of self-media platform content. Current Weibo,
the WeChat public number and so on are more commonly
used self-media platform, with the support of user data
analysis, university self-media managers can analyze data,
get the user’s favorite content, and timely push the rele-
vant information content for the user.
Second, adjust the content push frequency reasonably.
Since the media platform content push frequency, will
have a great impact on the user’s feelings. If the content is
pushed less frequently, It’s hard for the user to remember
the push, Even let the post user forget the relevant content,
Failure to achieve publicity； If the content is pushed
more frequently, it makes users feel bored, and will soon
be drowned out in this huge information, allows users to
obtain useful information accurately. So, when colleges
and universities manage their own media platforms, we
must pay attention to the frequency of content push and
push the content for a specic time period to ensure the
high efciency of content push.
Third, pay attention to the change of students. When
using the self-media platform for college enrollment pub-
licity, must carry on the prompt understanding and the
grasp to the group change, the audience of the platform
is generally senior three students and some parents and
teachers, But when the college entrance exam is over
When students enter college, the audience will decrease.
At this time, the role of the college enrollment publicity
platform will be weakened, A lot of people cancel their
attention to self-media platforms. So college admissions
promotion from the media platform managers must be
aware of this select content suitable for the audience to
push, and often set up some interaction on the platform, to
enhance the fun of the media platform, to consolidate the
fans, to attract new fans, enhance the value of self-media
platform in college enrollment publicity work.
3.3 Ensure Effective Integration of Student
Advocacy from Media Platforms and Traditional
Platforms
It’s not desirable to have a single way of recruiting stu-
dents, so colleges and universities must enrich their pro-
paganda methods, to meet the needs of different audiences
So while applying to the media platform, nor abandon
traditional platforms. Although the media platform in the
new era has played a great role in the recruitment pub-
licity work, But the traditional propaganda platform still
has its own value, Enrollment sites, for example, are still
important channels of publicity, its audience is also very
large. So, colleges and universities in the actual enroll-
ment publicity work, we should combine the media plat-
form with the traditional propaganda platform scientical-
ly, give full play to their strengths, continuously improve
the quality and efciency of college enrollment publicity
work. The traditional publicity platform is still one of
the main publicities for enrollment, many audiences still
choose traditional platforms to learn about the information
Therefore, it is necessary to combine self-media and tra-
ditional platform reasonably to meet different audiences
with different needs and provide multiple channels for the
audience to obtain information.
4. Knots
In the new era, colleges and universities must keep up
DOI: https://doi.org/10.26549/jetm.v4i2.5165
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Journal of Educational Theory and Management | Volume 04 | Issue 02 | October 2020
Distributed under creative commons license 4.0
with the trend of the times when recruiting students. En-
hancing the application of self-media platforms, constant-
ly provide the audience with high-quality enrollment pub-
licity content. Although in the use of self-media platforms,
there are still shortcomings, but university self-media
platform managers must be aware of these deficiencies,
and formulate scientic countermeasures to continuously
optimize the practical role of self-media platform. At the
same time, in the process of using self-media platform,
the user’s data information should be systematically ana-
lyzed, combined with the traditional propaganda platform
We will continue to optimize push content, strengthen the
maintenance and development of self-media platforms,
and enhance the quality and efciency of college enroll-
ment publicity.
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