公共图书馆微博用户行为研究——以上海图书馆为例

Weibo User Behaviors in Public Library——A Cass Study of Shanghai Library

微博已成为图书馆开展服务工作的重要工具之一。对公共图书馆微博的用户深入挖掘,探讨用户群体的行为及其特点,有助于图书馆更好地运营微博。以上海图书馆官方微博在2018年9月发布的所有微博及附带的用户评论、转发和点赞数据为调查样本,分析微博用户的特征、行为以及微博生命周期视角下的用户活动情况。研究发现:绝大多数微博的生命周期较短;微博内容类型较少,形式固化严重;高关注度微博数量较少,缺乏热门微博活动;图书馆微博与用户的互动程度较低。建议公共图书馆应从以下几方面改进微博运营策略:充分把握用户活动时间及行为特点;自转或置顶重点微博,提高微博可见度;增加多种微博类型,建立“馆体品牌化”微博活动;重视与高活跃度用户的互动,加强与认证用户紧密合作等。

Weibo has become one of the important tools for libraries to carry out service.In-depth exploration of the users of the library official Weibo and the discussion of the behavior of the user comm unity and its characteristics help the library to operate Weibo better.Using the microblogs and accompanying user comments,forwarding and like data released by the Shanghai Library's Weibo in September 2018 as an example,analyze the characteristics,behaviors and user activities in the Weibo lifecycle.The study found that the majority of Weibo's life cycle is short;Weibo's content types tend to be few;the number of hot Weibo is small,and there is a lack of popular Weibo activities;the degree of interaction between library Weibo and users is low.It is suggested that the public library should improve the microblog operation strategy from the following aspects:catch the user activity time and behavior characteristics;rotate or set the key microblog to improve the visibility of Weibo;in crease the variety of Weibo types;establish Weibo1 brand;pay atten tion to interaction with highly active users;and establish cooperation with certified users.