Research On Communication Strategy Optimization Of Social Media In Sanxingdui Museum

At present,various museums in China have opened official micro-blog and WeChat accounts,and disseminating information in the museum through various social media platforms.This method not only updates the mode of the museum's communication,but also helps to alleviate the problems such as the single feedback mechanism of the museum and the information not being updated.But how to give full play to the advantages of various social media platforms and do well in Museum communication is the key issue to be considered in the integration of museums and social media.This paper,taking the Sanxingdui Museum in Sichuan as the research object,discusses the status of social media development in Sanxingdui Museum.Through in-depth interview,questionnaire investigation and case study,these research methods are used to analyze the use behavior of social media users in Sanxingdui Museum by using TAM.A systematic study of users' usage has provided some countermeasures for the development of social media in museums.From the social background,this article can follow the upsurge of Wenbo Business development,pursue the socialist core values,and have the characteristics of the times and the theme.Compared with the current research on social media in museums,this paper is free from a single user research or strategy research,but based on the status background and user perspective,using the technology acceptance model(TAM)to explore the influence factors of the behavior of the social media users in the Sanxingdui Museum.Through the investigation of the current situation of the operation,this paper finds that the development level of social media in Sanxingdui museum is quite different,the micro-blog and WeChat platform with the active integration are better,and the passive Baidu posts and other platforms are weak in social influence.After empirical analysis,the 7 independent variables of perceived usefulness,perceived ease of use,perceived interest,perceived expertise,perceived interaction,social effect,and national cultural confidence have a relationship with the willingness to use.Based on the operation status and empirical analysis of the social media in Sanxingdui Museum,this paper proposes optimization suggestions from two aspects:generality and personality.In common,social media platforms can build professionalmanagement teams to innovate operation management ideas,develop a variety of functions to highlight self characteristics,cooperate with unofficial platforms to expand social influence,enhance communication with users,and use new technologies to spread.Personality: The Micro-blog platform should play its entertainment advantages and strengthen live broadcast interaction.The WeChat platform should increase the amount of attention and improve the quantity and quality of content.Other social media platforms,the Sanxingdui Museum should actively guide.