商业运营微信阅读推广对高校图书馆开展微信服务的启示

The Enlightenment of Reading Promotion By Commercial Operation to University Libraries' WeChat Service

微信已成为图书馆开展推广服务的主要途径,但图书馆利用微信开展推广服务的影响力相对薄弱,通过研究商业运营微信阅读推广的方式、内容,引导图书馆更好地开展微信服务。利用清博指数-新媒体大数据平台获取985高校图书馆、商业运营微信阅读推广公众号影响力统计数据和2 020篇微信文章,并对文章进行归纳总结。商业运营微信阅读推广的特点:"领读"模式,通识阅读、具有阅读价值和趣味性、"拆书"利用碎片化时间、解放双眼,有声读书、心灵鸡汤,传播正能量、充分利用缩略图推广的特点,为高校图书馆开展微信服务提供参考。

We Chat has gradually become the main way for libraries to carry out the promotion of service,but the influence is relatively weak. The research,based on the way and content of reading promotion by commercial operation WeChat official accounts,guided university libraries to implement better We Chat service. Using the Qingbo index new media big data platform,this research obtained and summarized influence statistics and 2020 articles from ＂985 project＂university libraries＇ and commercial operation We Chat official accounts,respectively. Features of reading promotion by commercial operation were as follows： ＂Guide-reading＂ mode,general reading,reading value and interest,demolition of one book for fragmented reading,audio-reading,chicken soup for the soul,spreading positive energy,making full use of the thumbnail promotion and these provided useful and meaningful reference for university libraries to promote WeChat service.