石家庄学院学报

社交媒体平台开辟了城市形象塑造和对外传播的新渠道，但也存在着文化折扣和社交倦怠现象。新浪微博、微信和抖音三大主流社交媒体平台对石家庄城市形象的塑造与推广具有较大影响。在塑造和传播石家庄城市形象时首先要做好顶层设计，其次要提高社交平台的入驻率，再次要实现协同发声，以统一的声音对外传递信息。此外，还要根据目标受众的需求定制内容，并加强对舆情的监控和管理。

Social media platforms have opened up new channels for urban image building and external communication, but there are still cultural discounts and social burnout. Social media platforms such as Sina Weibo,Wechat and Tiktok have a great influence on the shaping and promotion of Shijiazhuang's city image. When building and disseminating the image of Shijiazhuang, the top level design should be done first, the occupancy rate of social platforms should be improved, and the coordinated voice should be realized to transmit information with a unified voice. In addition, it is necessary to customize the content according to the needs of the target audience, and strengthen the monitoring and management of public opinion.