A Study On The Application Of Social Media In University Museums

In recent years,with the rapid development of new media,museums have adopted a variety of modes of operation combined with new media.As a mature platform in new media,Sina Weibo has attracted the attention of many museums.In recent years,some university museums have paid more attention to the use of Sina Weibo.As of December 2018,37 university museums have registered and operated official Museum micro blogs on Sina Weibo platform in order to make use of the advantages of Sina Weibo,such as low investment,wide dissemination and great influence,to enhance the influence of museums on the public and better realize the function of university museums to disseminate and popularize knowledge.Based on the author's experience in running the official micro blog of the Archaeology and Art Museum of Jilin University and the data accumulated during its operation,this paper takes the operation of the official micro blog of the Archaeology and Art Museum of Jilin University as an example to study the specific mode of micro blog operation of University museums,and to make public how university museums make use of Sina Weibo,a mature social media.The construction of co-relationship is studied.It is hoped that this paper can provide some references for the Archaeology and Art Museum of Jilin University and other university museums in the future operation of Museum social media.This paper is mainly divided into four parts,the following will make a general introduction to each part.The first part is a general introduction of the author's reasons for choosing the topic,the significance and purpose of the research on this issue,and a summary of the current research results on this issue.The second part starts from the analysis of the official micro-blog positioning of University Museums under different development conditions.Based on the analysis of the changes of the official micro-blog positioning of the Archaeology and Art Museum of Jilin University,this paper explores how to positioning the micro-blog of university museums with less offline activities and lack of communication platform with the public.The third part mainly analyses how to design and operate the daily operation content section of the composite blog taking the official micro-blog of Jilin University Archaeology and Art Museum as an example.The fourth part of this paper mainly summarizes the interaction data of official microblog of Jilin University Archaeology and Art Museum,summarizes the interaction situation of official micro blog,and analyses the positive role of official micro blog of Jilin University Archaeology and Art Museum in building a positive relationship between museums and the public,as well as the existing problems.Through the analysis of the orientation,operation content and interaction of the official micro-blog of Jilin University Archaeology and Art Museum,this paper summarizes the strategies of using micro-blog to construct a good public relationship between museums and the public for university museums such as Jilin University Archaeology and Art Museum,which lack sufficient financial support.