Abstract: University libraries,as critical public service points for intellectual property in China,play an important role in intellectual property information services. Taking the nine universities （C9） alliance WeChat official account as the subject of research,starting from the audience selectivity theory,this paper systematically analyzes the overall situation of its intellectual property tweets,series of tweets,content diversity,interactivity,and content linkage strategies,and points out existing issues and shortcomings. Based on the research results,the application strategies are proposed from three aspects: selective attention,selective perception and selective retention,aiming to improve the effectiveness of intellectual property information services in university libraries.

Key words: university library, intellectual property information service, audience selectivity theory, WeChat official account