图书馆开展微信阅读推广服务的策略与效果分析

Strategy and Effect Analysis of Library's WeChat Reading Promotion Service

当前,微信已经成为我国高校图书馆开展阅读推广服务的重要方式之一,本文采用调查研究的方法,对我国26个985高校图书馆的微信阅读推广服务效果进行调查发现,当前我国高校图书馆微信阅读推广信息量占据较高的比例,使用订阅号的数量明显高于服务号,推广内容呈现多样化发展;另外,基于微信传播力对高校图书馆微信阅读推广的效果进行评价发现,我国图书馆微信阅读推广效果和水平差异较大,阅读推广效果不受公共号使用类型的影响。针对其中存在的问题,本文提出了我国高校图书馆微信阅读推广服务效果的改进策略:即进行平台宣传,增强图书馆微信用户的关注度和黏度;重视学生需求,进行阅读信息服务推广内容的优化调整;重视推送内容的质量,明确推动重点。

At present,We Chat has become one of the most important ways for university libraries to carry out reading promotion service.This paper investigates the effect of We Chat reading promotion services in 26 985 university libraries in our country by means of survey and research.It is found that at present,information from We Chat reading in university libraries occupies a higher proportion,that the number of subscription numbers was significantly larger than service numbers,and that promotion content shows diversified development.In addition,evaluation of effect of We Chat reading promotion in university libraries finds that the effects and levels differ largely,and that reading promotion effect is not influenced by the type of public We Chat numbers.In view of the existing problems,this paper proposes some strategies to improve the effect,that is,carrying out platform publicity to enhance the attention and viscosity of We Chat users in libraries;emphasizing the needs of students and optimizing the contents of reading information service promotion;paying attention to the quality of the content and clarifying promotion focus.