Abstract:

As to explore the development condition of the university official micro-blogging, this article builds a evaluation system of input and output for university official micro-blogging from the four perspectives, the content cost, the structure cost, the time cost and the influence of micro-blogging, and utilize the SE -DEA method to evaluate the efficiency of 34 universities in 985 systems. The result show that only 7 university official micro-bloggings are DEA efficient, including Peking University, South China University of Technology, Fudan University, Xiamen University, Wuhan University, Sun Yat-sen University and Tsinghua University. The remaining 27 universities are not DEA efficient with the problems of input redundancy and weak structural cost advantage. So the university official micro-blogging should develop the social structure with the help of content cost and develop the information quality with the help of structure cost.

Key words: University official micro-blogging, 　SE-DEA, 　Efficiency evaluation, 　Promotion path