基于微博平台的高校图书馆阅读推广效果实证研究

Empirical Study on University Library's Microblog Platform-based Reading Promotion Effect

[目的/意义]评价高校图书馆微博阅读推广服务效果,为提高其推广效果提供参考。[方法/过程]以39所"985工程"高校图书馆为研究对象,从新浪微博数据中提取阅读推广相关信息,并运用微博传播指数(BCI)对阅读推广效果进行量化,分析高校图书馆的微博阅读推广服务现状、主要服务内容和存在问题。[结果/结论]高校图书馆微博阅读推广效果呈两极分化,与粉丝数、博文数无关,与博文转发数、评论数和点赞数、原创阅读推广类型数量有关。高校图书馆应从加强营销理念、重视读者需求、加大原创力度和提高信息质量等方面提高阅读推广效果。

[Purpose/significance]The paper is to evaluate effect of university library＇s microblog reading promotion service, to provide reference for improving it. [Method/process]The paper takes 39 Project 985 university libraries as research objects, extracts relevant reading promotion information from Sina microblog, applies Microblog Communication Index to quantify the reading promotion effect, and analyzes status quo, main service contents and existing problems of university library＇s microblog reading promotion service. [Result/conclusion]Effect of university library＇s microblog reading promotion appears polarization, is irrelevant to the number of fans and blogs, and is relevant to the number of forwarding, comments and original blog. University library should strengthen marketing concept, attach importance to reader＇s needs, increase the original strength and guarantee the information quality, so as to improve the reading promotion effect.