双一流高校图书馆新媒体运营与评价--基于WCI的微信阅读推广实证研究

New Media Operation and Evaluation of“Double First Class”University Library--An Empirical Study on WeChat Reading Promotion Based on WCI

[目的/意义]评价新媒体环境下高校图书馆利用微信公众号进行营销和阅读推广的实际效果,综合反映高校图书馆微信营销与传播的影响力。[方法/过程]运用网络计量学中的微信传播指数WCI统计分析方法,选取国内有代表性的“双一流”A类36所高校作为研究对象,构建高校图书馆新媒体运营绩效评价评估模型,根据综合影响力结果排名分析现状及存在的问题。[结果/结论]根据分析结果提出以线上线下相结合加强宣传推广、打造精品内容并提供个性化服务、增强互动功能与多元素融合等对策建议,为高校图书馆新媒体运营能力的综合提升提供参考。

[Purpose/significance]This paper evaluates the ffct of reading promotion by university libraries u-sing Wechat Public Number Platform under the new style environment,to reflect the influence of university libraries'Wechat marketing and communication comprehensively.[Method/process]Using WCI statistical analysis method in network metrology,36 representative double first-class Auniversities in China were selected as research objects,and a new media operation performance evaluation model of university libraries was constructed.The current situation and existing problems were analyzed according to the ranking results of comprehensive influence.[Result/conclu-sion]Based on the analysis results,some countermeasures and suggestions are put forward,such as strengthening publicity and promotion,creating excellent content and providing personalized service,strengthening interaction function and multi-element integration,which can provide reference for the comprehensive improvement of the opera-tion ability of new media in university libraries.