Abstract: To handle main characteristics and make effective leading of university public opinion on the internet precisely are the basic requirements of successfully dealing with university public sentiment , important tasks of effectively develop ideological education, and vital contents of enhancing construction of university internet culture. In view of main characteristics of university public opinion on Internet, such as interactive leading, front edge containing, sensible plasticity, swift and extensive covering, and diversified medium, thus to effectively lead university public opinion on the internet requires to insist on principles of thinking as dominance, and efficiency, foresight, and prognosis and cooperative collection. Apart form that, the content, platform, channel, staff, and cooperative actions should also be considered and a series of efficient measures should be taken to control the dominant discourse of university public opinion on the internet, and to improve attraction and sense of echo