我国档案社交媒体发展现状及展望

Current Situation and Prospects of Archives Social Media Development in China

社交媒体作为档案机构面向社会公众开展信息服务的重要窗口,在档案信息传播和档案文化宣传中发挥着不可忽视的作用。立足国内档案机构在各个社交媒体平台的基本运营情况,选取微信公众号和抖音两个代表性平台作为调查平台,从现状和成效着手考查我国档案社交媒体发展情况,总结其运营经验和不足,并从加强品牌引领、明确核心定位、创新表现形式、借力平台优势等层面对我国档案社媒发展提出对策和展望。

As an important window for archives institutions to provide information services to the public,social media play an important role in archives information dissemination and archives culture publicity.Based on the basic operation of domestic archival institutions in various social media platforms,the paper selects the two representative platforms WeChat public account and Tik Tok for investigation,examines the development of social media for archives in China from the current situation and achievement,summarizes their operating experience and shortcomings,and puts forward countermeasures and prospects for the development of archives social media in China from the perspective of strengthening brand leadership,clarifying core positioning,innovating forms of expression and making use of platform advantages.