社交媒体环境下档案文化产品宣传探究——以“故宫淘宝”为借鉴对象

Research on the Promotion of Archives Culture Products in the Social Media Environment——Combining "the Imperial Palace Taobao" as the Object of Reference

档案文化产品的宣传工作离不开社交媒体的运用。文章基于网络调研和现状梳理,借鉴"故宫淘宝"在社交媒体上的宣传方式,分析其在微博和微信平台上的传播特点和传播效果。文章认为档案文化产品的宣传应充分利用社交媒体传播平台,构建多平台推广,丰富传播形式,及时发现社会热点与传播内容相结合,并与大众保持联系,不断完善宣传工作机制,最终实现经济效益与社会效益的共赢。

Propaganda of archives cultural products can't do without the use of social media.Based on network research and current situation, drawing on the 'the Palace Museum's online shop on'Taobao'in the social media on the way of publicity, and analysis of its micro-blog and We Chat platform on the spread of the characteristics and its communication effects. The article thinks the work of archives culture products publicity should make full use of social media platform, construct multi platform promotion, enrich the forms of communication, combine the content with social hot spots, keep in touch with the masses, and constantly improve the mechanism of propaganda work. In this way we can achieve economic and social benefits of win-win.