Abstract:  The impact of information push, audience′s reading habits of Wechat public platform on the platform operational effectiveness is explored Data depth mining is implemented on operational situation of different types of colleges in multiple dimensions such as authentication, institution type, information push and reading time, single push number, and information reading classification It is found that operators and audience′s behaviors show the characteristics of periodical fluctuation in week, and a good push strategy can achieve twice the result with half effortResults can provide reference to better operation for Wechat operators of colleges and universities

Key words: colleges and universities, Wechat public platform, periodicity, headline effect, long tail theory