Research On Social Media Marketing Of NT University Library

Nowadays,people's mindset and behavior have undergone tremendous changes as "Internet plus" develops and popularized in China.The social media platforms represented by Weibo and We Chat have been extensively used in all walks of society.Social-media-based marketing has become an indispensable part for many enterprises,the libraries of high schools start to put forward to use social media in their marketing promotion strategies and implementation.The object of this paper is to study NT university library social media marketing system through 4I principle of integrated marketing and SICAS model.Firstly,based on the brief introduction of NT university library,the paper and electronic resources are mainly discussed,as well as the existing social media marketing organization system.Secondly,the questionnaire on the marketing status of social media in NT university library is developed based on SICAS.The results of the questionnaire are analyzed and the main problems of social media marketing in NT university will be summarized and discussed: the low mutual understanding between Library and users;the failure to meet the user needs;the lack of user interaction and expansion function;the poor user experience;and the neglect of the promotion of user sharing.Finally,according to the problems existing in the social media marketing of NT university library,and based on the five analysis dimensions of SICAS model,the corresponding optimization strategies are formulated: focusing on users,expanding user perception;enriching service content and enhancing user interest;combining online and offline,strengthening interaction;providing personalized knowledge services and enhancing user experience;close community relationship and encouraging internal The purpose of inclusive sharing is to improve the efficiency of library literature resources and form the brand effect of knowledge service.Based on the above macro optimization strategies,the paper develops the specific optimization scheme of social media marketing in NT University Library: firstly,establish a complete and efficient social media marketing operation mechanism,including the establishment of marketing objectives,establishment of marketing groups,standardized work governance mode,completion of crisis emergency safeguard measures and the formation of closed-circuit circulation mechanism for effect evaluation;secondly,on the platform On the service front,we will optimize We Chat official account and open official micro-blog.On the one hand,it will increase the service function of menu bar,serve the readers' needs from the aspect of hardware function;secondly,in the promotion of reading activities,it will enhance the attraction of We Chat public official account and official micro-blog platform from the following aspects: establishing a reader's reading community,enriching the reading theme and content,standardizing the frequency of publication,regular online and offline activities,encouraging users to share,recommending,recommending and purchasing.