Abstract:

The appearance of new media has a huge impact on the traditional publishing industry. Brand
communication through social media has become the only way of its development for the press. This article
will focus on the university press. The method of content analysis and regression analysis is used to explore
the current situation of its communication on micro blog and the influence of factors on its amount of fans
and friends， such as content type and media richness. The development strategy of university press is made
based on the above perspective.