当前高校图书馆利用微信公众号进行移动服务存在一定误区,重视技术轻视内容。实践表明服务号并非高校图书馆的最佳选择,图书馆应设置专人专岗,通过订阅号形式提供深度服务。理想的高校图书馆微信号应回归微信公众号的媒体定位,树立品牌意识,提供专题化特色服务,以内容为导向,以小而精的形式,深度揭示专业资源。在具体的服务设计中,建议以图文消息为主,采取多种方式加强线下的宣传互动,不断制造话题,扩大影响。 Currently, there are some misunderstandings in the use of WeChat public account for the mobile phone service in university libraries, and the importance of technical despising. Practice shows that the service number is not the best choice for the university library, the library should set up a special post, through the subscription form to provide in-depth services. The ideal college library micro-signal should return to WeChat public media’s media positioning, establish brand awareness, provide thematic special services, content-oriented, in small and refined form, reveal the depth of professional resources. In the specific service design, it is suggested that the main messages and messages, take a variety of ways to enhance offline publicity interaction, continue to create topics to expand their influence.