Archive30:英国档案与文件协会运用新媒体宣传推广研究

Archive30:the Research on the Archives and Records Association’s Use of New Media for Promotion

档案机构借助新媒体开展宣传推广活动有助于加深公众对档案机构的了解,进而提升社会公众的档案意识。以英国档案与文件协会苏格兰分会的官方推特(ARA Scotland,@ARAScot)举办的Archive30活动作为研究案例,归纳总结Archive30活动特点:多样的主题提供丰富的内容灵感;从借鉴与模仿走向行业品牌打造;宽松的规则激发多元内容的创造;善用平台特性积极展开线上互动。Archive30活动对我国档案机构的启示:借鉴并打造本土品牌活动;创新档案宣传推广活动方式;引导用户利用档案信息资源;积极开展多向的交流与互动。

As the public is relatively less aware of the functions of archival institutions and the structure of their collections than libraries or museums,a promotional campaign by archival institutions would help to deepen the public's understanding of archival institutions and thus raise the public's awareness of archives.Taking the Archive30 campaign organized by the official Twitter account of the Archives and Records Association Scotland(ARA Scotland,@ARAScot)as an example,we analyzed and summarized the features of the Archive30 campaign:a variety of themes provide rich content inspiration;a move from borrowing and imitation to industry branding;flexible rules to stimulate the creation of diverse content;and the use of platform features to actively engage online.It put forward some enlightenments for archival institutions in China:draw on and create local branding activities;innovative ways of promoting archival campaigns;guide users to use archival information resources;and actively develop multi-directional communication and interaction.