档案机构可持续应用社交媒体平台运营策略研究

Research on the Operation Strategy of the Sustainable Application of Social Media Platforms by Archival Institutions

为推进档案机构对社交媒体平台的可持续、高质量应用,通过调查国外档案社交媒体平台的运营总体情况,基于多元化推送视角下推文的时效性传播、视频的立体化表达、线上活动的联动化宣传展开要点解析。由此提出档案机构可持续应用社交媒体平台的运营策略:内容为基,挖掘多维馆藏价值;差异运营,优化媒介融合应用;矩阵传播,增强内外多向联动;利用向导,提升平台实际成效。

In order to promote the sustainable and high-quality application of social media platforms by archival institutions,through investigating the overall operation of foreign archival social media platforms,the key points are analyzed based on the timeliness communication of tweets,three-dimensional expression of videos,and linkage publicity of online activities from the perspective of diversified push.Therefore,the operation strategies of sustainable application of social media platforms by archival institutions are proposed:excavating the value of multi-dimensional collections based on content,optimizing media convergence application with differential operation,enhancing internal and external multi-directional linkage with matrix propagation,and improving the actual effectiveness of platforms with a guide.