Abstract: Under the background of the new media era, the content and form of college student management have changed, which brings new challenges to college counselors to carry out student management work. College counselors should actively adapt to the changing trend of student management in the era of new media, actively update their work concept, work style and work content, take serving students' study and life as the starting point, help students to study at ease, live healthily, and achieve diversified development. To this, this article from the new media era for student management work of university counselors to bring new challenges, in view of the student management work optimization innovation put forward some suggestions, hope that through this article discussion and analysis, can help students to adapt to the new media era of university counselors change management work, can effectively cope with challenges, enhance the level of student management work.

Key words: New media era, Colleges and universities, The counselor, Student management, Challenges, Innovation to optimize