Studies Of Library’s Brand Marketing Evaluation Index System Based On Social Media

Social media in the huge rise to social change also brings new opportunities and challenges for libraries.Thanks to social media ’ s features such as spread wide,timely communication, user focus,the use of social media to brand marketing has the advantage be richly endowed by nature.The library in the tide of market economy,in order to adapt to the era development and user demand for libraries to createbrand has been paid more attention to the field of Library and information science.By creating library brand characteristics,formation of a certain degree of visibility and reputation,in promoting library social benefits,have important significance to improve the utilization rate of resources, improve the library collection image etc..This paper is on the basis of theoretical research about library brand marketing and social media marketing.Used analysis of the literature,Delphi method and AHP method in the process of building the model.In the process of screening the evaluation index,because library is the information center,there is a strong necessity to marketing the information resources. "Brand" emphasize the uniqueness of a library,to distinguish it from others libraries.So to promote the characteristic resourcespart is very importment.Other elements in the evaluation system are derived from practice of social media,all of them are important index have influence in the brand marketing.At last 4 dimensions is used to evaluate the effect of library brand marketing:the brand influence,the contents of the message,service brand, and the interaction rate,contains 30 evaluation elements in this 4 dimensions.Through Delphi method ask experts to determine the importance of every indicators,then Calculate the weight of indicators.According to the weight,the most importment thing is the contents of the message,tnen brand influence,service brand and interaction rate.Finally according the evaluation index system, puts forward Suggestions for library use social media for brand marketing.