档案机构微信用户社交连接研究

A Study on Social Connection of Archives Institution WeChat with Its Users

社交连接是档案机构微信与用户建立关系的一种有效而可能的方式。推文内容社交、朋友圈传播、社群运营是档案机构微信用户社交连接的三种主要方式。推文内容社交可以在长尾思维和合作思维基础上,采取“用户写”、“写用户”、用户定制主题、留言互动等方式;朋友圈传播可通过打造传播者的“人设”,设计有吸引力的推送语和朋友圈的自我评论,加强朋友圈推送力度实现;社群运营则可注重“意见领袖”作用的发挥,在平台、对象与时机,类型与数量,方法与技巧等方面寻求突破。

Socialconnection is an efective and feasible way toestablish relationships between WeChat archives accounts and their users.There are three main ways of social connection between them:the social interaction through the content of WeChat articles,the communication through WeChat Moments and community operation.On the base of long-tail and cooperative thinking,the social interaction through the content of WeChat articles can be achieved by the way of"users writing","writing about users","users ordering themes"and"interaction through messages",etc.WeChat Moments communication could be realized by creating a"public image",designing atractive promotional message and self-comment attached to WeChat Moments,and strengthening the pushing power of We Chat moments.By playing the role of"opinion leader",WeChat archives accounts may make breakthroughs in plaform,targets and timing,types and quantity,methods and skills by community operation.