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Microblog Marketing Model Construction and the Practice in University Libraries: Taking Minnan Normal University Library as an Example
Received date: 2014-10-08
Revised date: 2014-11-20
Online published: 2014-12-05
This paper analyzes the insufficient of traditional library marketing mode in microblog marketing. Then based on the theory of management by objectives in the management science, it constructs university library's microblog marketing model from the perspective of social network community development characteristic, which order in top-down is: strategic goal layer, marketing goal layer, project goal layer, group goal layer and individual goal layer. According to the propagation characteristics of microblog, the paper decomposes the group goal layer into four measurable subgoals such as group member perception, influence, interaction and action transformation. At the end, this paper takes Minnan Normal University Library as an example, and analyzes how these goals are set and implemented as well as their effects in its microblog marketing on awareness month.
Wu Jinhui . Microblog Marketing Model Construction and the Practice in University Libraries: Taking Minnan Normal University Library as an Example[J]. Library and Information Service, 2014 , 58(23) : 110 -116 . DOI: 10.13266/j.issn.0252-3116.2014.23.016
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