公共关系视角下的高校图书馆微信公众号对话沟通研究——以一流大学建设高校图书馆为例

Research on the Dialogic Communication of WeChat Official Accounts of University Libraries from the Perspective of Public Relations:Taking the Libraries of Universities in the World-class Universities Project as Examples

基于公共关系视角下的对话沟通原则,将国内42所一流大学建设高校图书馆微信公众号作为研究对象,采用对话回路、创造回访、界面易用性、信息有用性和用户黏性5个对话原则下的18个特点作为编码类目进行统计与分析。结果显示,国内高校图书馆微信公众号在传播知识与传统业务层面具有共性优势,但在新媒体运用方面个体差异明显。分析了造成这一现状的原因,即图书馆自身特点、运维经费与人员不足以及新媒体平台建设理念陈旧3个方面,并针对这一现状,提出了4项改进建议,分别是建立多部门联合推进的微信公众号建设机制、建设品牌栏目、借助超链接增加用户黏性以及提升沟通策略。

Based on the principle of dialogic communication from the perspective of public relations,this paper takes the WeChat public accounts of 42 libraries of universities which belong in the world-class universities project in China as the research objects,and uses 18 features under the 5 dialogue principles of dialogue loop,creation return visit,interface ease of use,information usefulness and user stickiness as the coding category for statistics and analysis.The results show that the WeChat official account of domestic university libraries has common advantages in knowledge dissemination and traditional business,but there are obvious individual differences in the application of new media.This paper analyzes the reasons for this situation,including the libraries’own characteristics,the lack of operation funds and personnel,and the outdated concept of new media platform construction,in response to this situation,puts forward four suggestions,includ⁃ing establishing a WeChat public account construction mechanism jointly promoted by multiple departments,building a brand column,increaseing user stickiness with hyperlinks,and improving the communication strategy.