中文摘要：

为探究各高校官方微博的发展状况,本文从内容成本、结构成本、时间成本和影响力四个视角构建了高校官方微博的多投入、多产出评价指标体系,并运用SE-DEA方法对34所985高校官方微博样本进行运营效率评估,研究结果表明只有北京大学、华南理工大学、复旦大学、厦门大学、武汉大学、中山大学、清华大学等7所高校官方微博DEA有效,其余27所高校均非DEA有效并普遍存在内容成本冗余、结构成本优势不突出等问题。因此,高校官方微博应努力打造以内容成本促使社交结构发展、以结构成本带动信息质量提高的良性循环体系。

英文摘要：

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 universi- ty official micro-bloggings are DEA efficient, including Peking University, South China University of Technol- ogy, Fudan University, Xiamen University, Wuhan University, Sun Yat-sen University and Tsinghua Universi- ty. The remaining 27 universities are not DEA efficient with the problems of input redundancy and weak struc- tural 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.