公益性出版社新媒体运营现状及传播技巧  

Communication Skills of New Media Platform for Public Welfare Publishing Houses

作　　者：尹章池[1] 王力[1] Yin Zhangchi;Wang Li(School of Arts & Law,Wuhan University of Technology,Wuhan,430070)

机构地区：[1]武汉理工大学文法学院,武汉430070

出　　处：《出版科学》2019年第2期81-85,共5页Publishing Journal

基　　金：国家社会科学基金项目"NGO和NPO的社交媒体公益传播技巧与动员模型研究"(14BXW062)的阶段性成果

摘　　要：调查统计公益出版社在微博、微信、豆瓣等不同新媒体平台的内容运营,结合实证数据总结当前公益性出版社的信息发布内容和形式,发现我国大部分公益性出版社对新媒体平台重视不够,传播力不足。为此,提出几点公益性出版社的新媒体传播技巧:培养新媒体宣传意识、创新新媒体内容形式、加强线上线下互动、注重多资源的整合、紧抓新兴媒体阵地,为其他公益性出版单位的新媒体平台运营发展提供借鉴经验。This paper surveys the content operations of several people’s publishing houses in new media platforms such as WeChat,Weibo and Douban.Based on empirical data this article summarizes different platforms’contents and manners which it is published.The research finds that most publishing houses do not pay enough attention to the new media platforms,not have much influence.Aiming at these problems,the paper puts forward some solutions:cultivating new media awareness,innovating new media content form,strengthening online and offline interaction,integrating muti-resources and catching up with new media forms.Meanwhile,the paper will provides experience for the development of new media platforms in other public welfare publishing units.

关 键 词：公益性出版 微信公众号 微博平台 传播技巧 

分 类 号：G235[文化科学]