Research On The Operation Strategy Of Douyin Account In Public Libraries Based On Portrait

As the earliest place of information exchange in human society,public library has always played a vital role in information exchange.However,the advent of the information age makes the information channels more diversified.The traditional public library is facing the dilemma of being gradually forgotten by the public.Although the Internet has made information flow more convenient and faster,public libraries still have significant advantages in terms of information integrity,authority,and authenticity.With the rise of Internet short video,it has injected new vitality into the dissemination of information,public libraries are also actively pouring into the trend of short video new media,trying to promote reading and library through new windows,so as to expand their audience and influence.By the end of 2021,Douyin,as the short video platform with the highest daily activity in China,has naturally become the main battlefield for public libraries to open accounts.However,due to factors such as lack of experience and scientific management methods,the operation of Douyin accounts in some public libraries has not achieved ideal results.This paper first clarifies the background and significance of the topic selection,studies and learns the relevant research results of domestic and foreign scholars through the literature research method,and describe the concepts and development process of short video social media,portraits and other related concepts.Secondly,the relationship between the main features of Douyin accounts in public libraries is studied through Spearman correlation analysis,and the indicators for clustering analysis of Douyin accounts in public libraries are determined according to the results of the correlation analysis.After that,use K-Means to perform clustering analysis on Douyin accounts of public libraries.Thirdly,based on the DCI index of the Douyin accounts of the public libraries and the basic information of the public libraries,this paper selects the Douyin account of the Zhejiang Provincial Library and the Douyin Account of the Chongqing Municipal Library as cases,and uses python to edit the relevant code to collect information on all followers of the target public libraries Douyin accounts,including user name,signature,number of works,number of followers,number of fans,number of likes,number of being liked,city,date of birth,gender and other characteristics,filling in missing values and complete data preprocessing by random forest and other methods.And then combined with the dynamic characteristics of video viewers of Douyin accounts in public libraries obtained on the third-party Douchacha platform,based on the perspective of fan portraits,and the cases were studied and analyzed.After that,this paper combines the results of the portraits of the Douyin accounts in the public libraries and the portraits of their fans,and finds that the current public libraries Douyin accounts has the following problems:(1)The public library lacks enthusiasm for operating the Douyin accounts;(2)Public libraries tend to be conservative when running Douyin;(3)Their works are not popular with young people;(4)Douyin accounts of some public libraries have a narrow audience;(5)Some public libraries operate Douyin without clear goals.Finally,in response to the above problems,this paper summarizes the following strategy suggestions from three perspectives,based on the perspective of the portraits of public libraries Douyin accounts:(1)There is a significant positive correlation between the radiation population of public libraries and the number of fans and likes of their Douyin accounts.Therefore,public libraries with high levels and large radiation populations should be more active in opening and using Douyin accounts;The Douyin accounts of the public libraries should publish reading promotion works in a more novel form.At present,the display form of such works does not take advantage of the Douyin platform;The Douyin accounts of the public libraries should increase the proportion of library-related works.Some public library Douyin accounts not only publish too many works that are not related to the library,but also gets likes are concentrated on works that have nothing to do with the library(such as the Douyin account of Linyi City Library),which to a certain extent violates the original intention of the public libraries to operate the Douyin accounts.(2)The Douyin accounts of the public libraries should publish works that meet the needs of fans in a targeted manner,so as to better activate and serve its own fans.For example,among the fans of the Douyin account of the Chongqing Library,local users who are in the rising stage of their careers account for a large proportion.The library Douyin account can meet the needs of fans by publishing lecture notices,venue information and other types of works;In terms of fan quality,public libraries should standardize the channels for attracting high-quality fans.During the analysis,it was found that the main component of fans of some public library Douyin accounts were low-active users(for example,the Douyin account of Daxing District Library).(3)The Douyin accounts of the public libraries should diversify its own works and attract the attention of more diverse users.For example,the proportion of men in the Douyin account of the Zhejiang Provincial Library is too high,and it can consider publishing works that are more attractive to female users;On the other hand,when operating Douyin accounts,public libraries should take the initiative to give their works fashionable elements and younger labels to attract the attention of young people.At present,the form and content of Douyin works in public libraries are relatively conservative and lack appeal to groups aged 24 and below.