Research On Microblog Operation And Communication Strategy In University Library

University libraries are dense in information resources and are an important part of information dissemination in colleges and universities.With the development of new media social platform,it has become an inevitable trend for college libraries to disseminate information through new media.Among many new media social platforms,Weibo is a social platform with a wide audience and a large number of university teachers and students,while the main service objects of university libraries are university teachers and students.Therefore,it is necessary for university libraries to disseminate information resources through microblogs.In order to better serve university teachers and students,it is more necessary to study microblogs to understand the usage habits of university teachers and students,so as to promote its development.At present,the development of microblogs of university libraries is not satisfactory.Although some university libraries have opened microblog accounts and have a large number of followers,there are problems such as low number of likes,retweets and comments of single microblogs.In order to solve the shortcomings in the operation and dissemination of university library microblogs,this paper will select the representative libraries of the universities of "double first-class" construction and "211project" institutions to study their microblogs.Through social network analysis and related analysis,we will find the rules and shortcomings in the operation and dissemination of university library microblogs and propose improvement strategies.Firstly,based on whether college library microblogs follow each other or not,the social network of college library microblogs is constructed by using Ucinet software,and the overall social network density and sub-regional network density are calculated;the centrality of different colleges and universities is analyzed,including point degree centrality,close centrality and intermediate centrality,and the representative college library microblogs are searched.Secondly,we use Python language programming to crawl and organize the data of the selected university library microblogs in the past three years,including the number of fans,posts,posting time,likes,retweets and comments,organize the retweets,comments and likes,analyze their basic situation and operation,and study the relationship between the number of fans,posts and retweets,comments and likes.Finally,we analyze the relationship between microblog posting time period and posting topic,respectively,and microblog communication index.The topics were classified into service announcement,activity announcement,data resource introduction and use,knowledge and popularization,user interaction,resource recommendation,and school information according to the results of word classification.The communication indexes of different time periods and themes are measured separately to find the shortcomings and patterns.Through summarizing and sorting out the shortcomings and relevant laws in the operation of college library microblogs,it is found that the operation of college library microblogs is unevenly developed,the communication effect in different time periods is closely related to the routine of college students,and interactive microblogs have better communication effect.Therefore,this paper provides opinions on the operation and communication of college library microblogs based on the 4I theory,which are developed from four perspectives of fun,personalization,interaction and interest to help the development operation and communication of college library microblogs.