With rapid development of representative new media like Wechat and microblog, they also exert huge influence on college and university teaching and management, and call for immediate improvement. However, during the development process, there still exits some problems: some colleges and universities hold misunderstandings of new media; some lack brand awareness in the overall development of new media and get themselves in a mess;some lack human resources of new media and some do not have on-line/off-line interaction. In the future, top design shall be applied to form school brand, strengthen responsibility consciousness, establish learning organizations, build gradient human resources and make full use of hot events, so that positive energy of new media can be made into full play in colleges and universities.%以微信、微博为代表的新媒体的蓬勃发展，同时也给高校教育教学与管理工作带来了巨大影响，高校新媒体的运营亟需提高。但在发展过程中，还存在一些问题：一些高校在认识存在误区；对新媒体整体发展缺乏品牌意识，管理处于无序状态，各自为政；缺乏新媒体建设人才；缺少线上线下互动。今后应该通过顶层设计形成学校品牌，同时明确责任意识，完善管理机制，建立学习型组织，形成人才梯度，善于运用热点事件，以充分发挥新媒体在高校中的正能量。
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