纽约公共图书馆“Insta Novels”项目经验与启示  

Experiences and Revelations from the“Insta Novels”Program of New York Public Library

作　　者：杨红[1] 许娜[1] Yang Hong;Xu Na

机构地区：[1]吉林大学图书馆

出　　处：《图书馆学研究》2020年第3期97-100,F0003,共5页Research on Library Science

摘　　要：随着科技的快速发展,网络及移动APP等新科技的出现,图书馆面临新的挑战与机会,各种结合互联网进行的跨界创意营销,开始在图书馆界蔓延。图书馆也在不断尝试结合通过各种平台或媒体扩大营销的多样性。通过对纽约公共图书馆联合母亲广告创意公司运用网络媒体营销开展"Insta Novels"项目发展历程及方式的分析性介绍。其在引发多触点关注、数据手段带动图书馆创新、新时代阅读模式拓展、提升文化品牌影响力等方面的经验,可以为图书馆规划社交网络营销方案及数字阅读推广方面提供有益参考。With the rapid development of science and technology,and the application of Internet,mobile APP and so on,libraries are confronted with new challenges and opportunities.Transborder innovative marketing based on Internet has become popular in libraries.Libraries are also endeavoring to promote its marketing diversity and efficacy with the combination of various platforms and media.Efforts have been made in this paper to analyze and introduce the"Insta Novels"program in New York Public Library,which is a cooperated venture between New York Public Library and Mother Ads.It is hoped that new light could be shed on the planning of social media marketing and digital reading programs on the part of libraries,with a view to the provision of multiple-faceted attention,to promote the inflence of the cultural brand,the innovation of digital libraries and the reflection on the value of reading in the new era.

关 键 词：纽约公共图书馆 Insta NOVELS Instagram 

分 类 号：G259.712[文化科学—图书馆学]