“双一流”高校图书馆哔哩哔哩网站运营现状及策略研究

The Current Situation and Strategy of the Bilibili Account Operations of“Double First-Class”University Libraries

新媒体时代,哔哩哔哩网站(简称“B站”)的用户群体特征以及在知识文化传播领域的成果,都为高校馆利用B站开展高质量视频服务提供了有利条件。文章选取在B站平台开通了官方账号的26所“双一流”高校馆作为调查对象,结合B站文化和特性,对所选图书馆官方账号的运营现状、视频主题分布、热门视频特征等进行系统调查和分析。调研发现“双一流”高校馆B站账号整体影响力较弱,提出以下改进策略:精准定位,引发用户共鸣;封面贴近B站文化,标题激发点击欲;充分利用B站功能,提升视频观赏性;参与用户互动,加强账号引流。

In the new media era,the user base of Bilibili and its achievements in the field of knowledge and cultural communication has provided university libraries with favorable conditions for using Bilibili to carry out high-quality video services.Taking 26“Double First-Class”university libraries that have opened official accounts on the platform of Bilibili as the survey objects.Based on the culture and characteristics of Bilibili,this paper systematically investigates and analyzes the operation status,video theme distribution,and characteristics of popular videos of the official library accounts selected in the paper.The research concludes that the Bilibili accounts of“Double First-Class”university libraries have an overall weak influence and that they should have precise positioning and resonate with users;design the cover with Bilibili culture,and make the title inspires clicking;make full use of Bilibili function to improve viewing fun of videos;conduct user interactions and strengthen accounts popularity.