[Purpose/significance] Suggestions for WeChat operations mostly stay at the macro level, including controlling the length of the title characters, using special punctuation marks, digitizing the title, etc. It is already cannot meet the current needs for WeChat operation. It's particularly urgent to improve operation level to meet the current needs of university library WeChat, including character length, special punctuation and digital titles,etc. [Method/process] The 524 title texts of 29 university libraries that were shortlisted in the top 50 of the WCI list from April 15 to 28, 2018 were selected as the research data. Some data of Nov. 2019 and April 15 to 28, 2020 were also added in order to improve the representativeness of the data and the credibility of conclusions. The content elements (word, subject) and formal elements (number, punctuation and length) of title text have been analyzed using methods such as text analysis, comparative analysis, interviews with survey subjects based on Gatekeeper Theory, to help improve university library WeChat marketing effect. [Result/conclusion] A set of precise operation strategy formula of WeChat titles suitable for the characteristics of university librarieswere proposed:Starting from the content standard, extract key news elements, prioritize key news elements, look for small entry to highlight the title, and create a continuous and stable freshness.
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