基于WCI的省级公共图书馆微信公众号运营现状与策略  

Operation Status and Strategies of WeChat Official Accounts of Provincial Public Libraries Based on WCI

作　　者：明均仁[1] 张石琦 周莉媛 常爱敏 Ming Junren;Zhang Shiqi;Zhou Liyuan;Chang Aimin

机构地区：[1]武汉工程大学管理学院,湖北武汉430205

出　　处：《图书馆工作与研究》2024年第3期90-98,共9页Library Work and Study

基　　金：国家社会科学基金项目“基于图书馆嵌入式服务过程的馆员与用户协同信息行为研究”(项目编号:21BTQ044)研究成果之一。

摘　　要：文章运用定量与定性相结合的分析方法,对我国31家省级公共图书馆微信公众号进行网络调研,从整体传播力、篇均传播力、头条传播力和峰值传播力4个维度测算其微信传播力指数(WCI),再结合推文内容综合评价其微信公众号运营状况,提出公共图书馆微信公众号运营策略,即重视推文质量,挖掘地域特色;丰富推文类型,拓宽互动渠道;注重头条建设,增强传播优势。This paper uses the methods of quantitative analysis and qualitative analysis,selects 31 provincial public libraries WeChat official accounts to conduct network research,calculates the WeChat Communication Index(WCI)from four dimensions of overall communication power,average article communication power,headline communication power and peak communication power,and comprehensively evaluates the operation status of WeChat official accounts in combination with the content of tweets,and then proposes the operation strategies of public library's WeChat official accounts,including attaching importance to the quality of tweets and exploring regional characteristics;enriching the types of tweets and expanding interactive channels;paying attention to headline building and enhancing communication advantages.

关 键 词：公共图书馆 微信公众号 微信传播力指数 新媒体 

分 类 号：G258.2[文化科学—图书馆学] G252