Research On Promotion Of Non-governmental Book Club Activities Based On Social Media

In November 2019,Shenzhen ushered in its 20 th "Reading Month" festival,the theme of this year's event is "read first,fast and stable".In 20 years,the Shenzhen government took the lead in proposing to promote reading for all and create a slogan of book-centred city through “reading first”,striving to develop Shenzhen's unique“spiritual GDP”,insisting on developing material civilization and vigorously building spiritual civilization.Through "reading first",Shenzhen people have stepped up the road paved by books and grew up with Shenzhen.Shenzhen has become one of the most advanced cities in China to promote reading for all.This research collates and summarizes the relevant literature of private book clubs and social media,drawing on a part of theories and research results.On this basis,taking a local small-scale book club in Shenzhen,the Walking Book Club as an example,The book club will conduct research based on how to use social media as a promotional tool to establish its own organizational brand under the current social network environment.Through participation and observation,the process of using the social media to promote the activities of The Walking book club will be recorded in detail.At the same time,through in-depth interviews with two social media staff members: Lao He and Pork Belly,they recorded in detail the opportunities behind the two's establishment of a walking book club,the understanding of volunteer work in the operation of the book club,and the future of the book club Real thoughts and feelings of development.Combining literature analysis,participation observation,in-depth interviews,and other methods,the researchers concluded that the “Walk Book Club” used social media to establish its own brand,which was influenced by the promoter 's cognition and ideas,activities,communication methods,resources and other factors.Impact.Finally,it gives practical suggestions for the existing problems,and points out the limitations of this study and future research prospects.The quality of the promotion content disseminated on social media by the trekking club is not high,the content frequency of the disseminated information is generally low,and there is also a lack of interaction with the audience.How to solve the lack of professional ability is a key issue for the next development of the trekking club.In response to these problems,the researchers give four suggestions: 1)increase the social media operations staff,while improving the professionalism of the staff.2)Make more use of the social media live broadcast function to create an in-person experience for the audience.3)Establish an effective incentive mechanism to stimulate the sharing behavior of social media users.4)Create an online "Ace" activity program for the book club,using the spread of word-of-mouth communication to amplify the effect of promotion.The limitation of this study lies in the self-development and time of the trekking club,and the researchers failed to do further longitudinal research.At the same time,there is a lack of quantitative indicators that can be used to accurately assess the effectiveness of social media.Regarding the follow-up research prospects,as this research is actually exploratory,it only focused on the activities of the walking book club in 2017 and the organization of brand building promotion work.Although the research results can be used by similar teams,they cannot be easily learned.It is extended to a wider group.Therefore,if you want to obtain more general research results,you need to continue to study this field.This research can be used as the basis for subsequent continuous research.In addition,this study records in detail the use of social media in event promotion from the perspective of public welfare groups.With further in-depth research in the future,researchers can further consider how new social media performance and performance research can be understanding.