图书馆理论与实践

短视频平台逐渐成为图书馆营销风口。以抖音平台为例,采用网络调查法和内容分析法对图书馆短视频平台运营建设情况进行调研,并重点从获赞数、来源账号、时长、主题、内容、感情色彩、"名人效应"、背景音乐等8个方面对获赞量排名前20的"爆款"图书馆原创短视频进行分析,总结"爆款"短视频的共性特征。利用移动互联网时代用户消费行为分析工具SIPS模型,对不同传播阶段平台运营策略提出建议:共鸣阶段以情动人,建立情感纽带;确认阶段制造话题,引发价值确认;参与阶段打造线上和线下的立体化互动;共鸣阶段促成用户从信息接受者到信息传播者的角色转变。

Short video platforms have gradually become the marketing hub of libraries. Taking Tik Tok as an example, the article employs internet survey and content analysis to probe into the operating of short video platforms for library, analyzes the top 20 hot and original short videos for library from the following eight aspects: number of likes, source of accounts, duration, themes,contents, emotions,“celebrity charm”,and background music etc., and summarizes the common features of hot short videos.Lastly, the paper uses SIPS mode, an analysis tool of consumer behaviors in the mobile internet era, to propose suggestions for the operating strategies of platforms in different stages of communication: emotional bond should be put in place in the resonance stage to be touching; stirring up topics in the confirmation stage to give rise to value confirmation; creating online and offline three-dimensional interactions in the participation stage; enabling users to transform from information receivers to information transmitters in the resonance stage.