大学图书馆学报
大學圖書館學報
대학도서관학보
Journal of Academic Libraries
2014年
4期
76~82
,共null页
图书馆 社会化媒体营销 案例研究
圖書館 社會化媒體營銷 案例研究
도서관 사회화매체영소 안례연구
Library; Social Media Marketing ; Case Study
简述社会化媒体营销的定义、特点、类型及其在图书馆中的应用,并以澳大利亚国家图书馆的社会化媒体营销实践为案例进行深入探讨,详细介绍了其社会化媒体营销的战略与政策等方面。在此基础上获得如下启示:(1)实行营销主体的全员化参与;(2)综合应用各类社会化媒体工具;(3)采用全媒体的推广形式;(4)将社会化媒体营销提升到图书馆发展的战略层面;(5)加强社会化媒体营销的制度化建设。
簡述社會化媒體營銷的定義、特點、類型及其在圖書館中的應用,併以澳大利亞國傢圖書館的社會化媒體營銷實踐為案例進行深入探討,詳細介紹瞭其社會化媒體營銷的戰略與政策等方麵。在此基礎上穫得如下啟示:(1)實行營銷主體的全員化參與;(2)綜閤應用各類社會化媒體工具;(3)採用全媒體的推廣形式;(4)將社會化媒體營銷提升到圖書館髮展的戰略層麵;(5)加彊社會化媒體營銷的製度化建設。
간술사회화매체영소적정의、특점、류형급기재도서관중적응용,병이오대리아국가도서관적사회화매체영소실천위안례진행심입탐토,상세개소료기사회화매체영소적전략여정책등방면。재차기출상획득여하계시:(1)실행영소주체적전원화삼여;(2)종합응용각류사회화매체공구;(3)채용전매체적추엄형식;(4)장사회화매체영소제승도도서관발전적전략층면;(5)가강사회화매체영소적제도화건설。
This paper sketches the definition, characteristic and types of social media marketing and its application in libraries. Taking social media marketing practice in Australia National Library as a case, the paper gives detailed introduction of its social media strategy and policy. Based on this, some useful ideals are summarized: (1)Everybody in the library need to participate the marketing practice; (2) The librarians need to synthetically adopt all types of social media tools; (3) For the forms of marketing, we not only need to use the description of single word, but also need to use video, photographs and other forms. (4) Libraries should include social media marketing in their strategic plans; (5) Libraries should strengthen system development of social media marketing.