图书馆微信公众号推送内容分析——以苏州工业园区独墅湖图书馆为例

The Content of the WeChat Public Platform of Libraries: A Case Study of Suzhou Industrial Park Dushu Lake Library

[目的 /意义]对图书馆微信公众号推送内容进行分析,以实现更好地传播和服务。[方法 /过程]介绍独墅湖图书馆微信平台建设的缘起与现状,运用内容分析、传播学、社会学等相关理论,从内容主题、模块设置、推送原则、推送形式、语言风格、标题设计等几个方面对独墅湖图书馆微信公众平台推送内容进行分析,并与国内其他3家图书馆微信公众号进行横向比较。[结果 /结论 ]独墅湖图书馆微信推送内容存在定位不够准、图文海报软文过少、风格不鲜明等不足之处,并提出采取用户需求驱动、精准定位、开发技术、突破同质化的方式来提升微信公众号的关注度、扩大影响力的建议。

[Purpose/significance]Analysis of the content of the Wechat public platform of libraries will help to achieve better spread and service. [Method/process]The present article gives a brief introduction to the origin and status of the Wechat of Suzhou Industrial Park Dushu Lake Library and analyzes its content from the theme, module, principle, form, language style and title design by using theories related to content analysis, communication and sociology and comparing it with other 3 library Wechat platforms in China. [Result/conclusion]It is revealed that the Wechat of Suzhou Industrial Park Dushu Lake Library has some defects such as imprecise orientation of the content, inadequacy of pictures and posters and lack of distinctive style. User-needs-driven methods, precise orientation, development of technology and de-homogenization are suggested to help attract more users and produce greater influence of the Wechat public platform.