清华大学图书馆社会化媒体营销实践探索与思考

Exploration and Reflection on the Practice of Tsinghua University Library Social Media Marketing

介绍清华大学图书馆利用社会化媒体开展营销的实践案例,分析图书馆基于社会化媒体的营销策略,提出图书馆应积极参与社会化媒体营销、主动融入用户社区,注重运用营销专业理念,有效促进用户参与互动,并随着社会化媒体技术的发展和用户需求的演变,动态优化营销策略,保持图书馆营销实践的可持续发展。

The research introduces a case study of Tsinghua University Library in using social media marketing. The marketing strategies are analyzed in detail based on social media. It proves that active social media marketing practice is helpful to facilitate full integration into the user community. The application of advanced marketing theories and principles is needed to promote the interaction of users. While social media is developing and user needs are evolving, a dynamic management strategy is conducive to maintain a sustainable development in a fast growing media landscape.