Abstract
Currently, new media has become the popular platform for brand marketing and services promoting of public libraries. Using the method of online survey, literature analysis and comparative analysis, this paper chooses 4 foreign public libraries and 4 domestic public libraries as the research samples and compares the differences in new media marketing between them from new media marketing tools, marketing content and marketing strategies, then makes some proposals and measures to perfect domestic public libraries’ new media marketing, so as to provide references to improve the libraries’ social awareness and benefits.
Highlights
With the rapid development of Internet technology, new media, such as smart phones, tablet PCs, social networks, digital TV and so on, has become the main platform for users to obtain and share information
Foreign scholars E.Vassila analyzes the role of Twitter as a new social media, in promoting library service marketing and improving the user's attention [2]
Facebook, Twitter and Google+ belong to social media, their huge user group, interactivity and immediacy, become the mainstream channels of library marketing; Pinterest, Flickr for image share of new media, the library can show the style, activity or celebrity pictures through such platforms; Youtube, Viemo is a video sharing site playing videos, activities or lecture video provides the best way to public library; SoundCloud and Podcasts in the form of digital radio podcast website provides new channel for reports, news stories push library
Summary
With the rapid development of Internet technology, new media, such as smart phones, tablet PCs, social networks, digital TV and so on, has become the main platform for users to obtain and share information. The new media marketing related research has become the focus of attention of scholars at home and abroad. The domestic scholar Zhang Ling takes 13 libraries as an example, analyzes the problems existing in the promotion of resources and services, and puts forward the strategy of promoting the application of the library with the new media technology [4]. This paper selects several public libraries at home and abroad as an example, from the new media marketing tool type, the main contents and strategies to compare the differences between them, so as to provide reference for the development of China's library
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