Abstract:

Problems exist in college students’ use of new media in their volunteer service: low satisfaction with new media employment，the unsound mechanism of propaganda and project operation，inadequate independence in staff recruitment and training，lack of innovation in incentive management and assessment and evaluation，and therefore there remains rooms for improvement in their employment of new media. The author thinks that the above problems are caused by the following factors: inadequate financial assistance and technical support，insufficient platform and content supply，and shortage of teaching staff and organizational security. Therefore，to solve the problems，efforts should be made first to build new media platform system for college students’ volunteer service，secondly to innovate operation mode which associates new media and traditional media，and thirdly to establish normalized work mechanism for new media employment.

Key words: new media, college student, volunteer service, operation mode, new mechanism