目標、公眾與策略：公共圖書館應用社群媒體行銷的幾點思考

Goal, target audience and strategies: Some thoughts on social media marketing in public libraries

黃昭謀(Chao-Mou Huang)

《臺北市立圖書館館訊》 36卷2期 (2021/12) Pp. 1-20

摘要

晚近公共圖書館經營社群媒體已成常態，利用線上人際連結能快速傳散訊息，也是推廣服務的重要途徑，可是這對Z世代使用者吸引力卻相對有限。本文除分析圖書館目前應用概況，並藉由社群媒體行銷策略模型，提議行銷計劃目標應以擴大參與為前提，對於公眾則從使用行為和動機了解服務需求，以及搭配不同平臺特色調整發文策略，如此可為圖書館與各世代使用者之間創造積極溝通情境和帶來良性互動。

關鍵字

社群媒體 ； 社群媒體行銷策略模型 ； 參與

並列摘要

Recently, it has become the norm for public libraries to run community media. The use of online interpersonal links to quickly spread messages is also an important way to promote services, but this is relatively limited in appeal to Generation Z users. In addition to analyzing the library's current application profile, this paper also uses the social media marketing strategies (SMMS) model, proposes that the goal of the marketing plan should be based on increased participation, and that the target audience should learn about service needs from the user behavior and motivation of social media, and adjust the communication strategy with different platform features. This can create positive communication situations and bring about benign interaction between libraries and users of all generations.

並列關鍵字

social media ； social media marketing strategies ； participation/engagement

參考文獻

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