CEFContemporary Education Frontiers3029-18793029-1860WHIOCE PUBLISHING PTE. LTD.10.18063/CEF.v3i6.705ArticleNavigating the Quadruple Media Landscape: A Study on Guangdong Universities' Social Media Communication Strategies and Effectivenesshttps://artdesignp.com/journal/CEF/3/6/10.18063/CEF.v3i6.705LiKailin,WuZelong2025362025-07-26This study investigates the implementation of the "Quadruple Media" framework (Whole Process, Whole Harvest, Whole Personnel, Whole Effect) by universities in Guangdong, China, across major social media platforms (Weibo, Douyin, Little Red Book) in China. Utilizing a mixed-methods approach encompassing topic modeling (LDA), sentiment analysis, user surveys, and case studies of eight representative universities, the research evaluates the current state of content strategy, user engagement, and perceived effectiveness. Findings reveal a significant disconnect between official university content themes (e.g., admissions, campus ceremonies) and primary student concerns (e.g., dormitory conditions, facilities, employment prospects). While universities demonstrate nascent efforts in multi-platform coverage and multi-format content, challenges persist in strategic synergy, deep interaction, innovative multimedia application, and systematic impact evaluation.Quadruple Media,University Social Media,Content Strategy,User Engagement,Topic Modeling,Sentiment Analysis,Guangdong Universities

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