微博是Web2.0时代一种独具特色的新兴媒体,由此产生了微博营销这一领域,而图书馆也参与到了其中。基于自身的特色,图书馆微博营销有着两方面的优势,一是作为新媒体的微博为图书馆提供了有效便捷的营销途径,另一方面则是图书馆作为传统的知识散播角色,其在微博的内容、形式等多个方面也具有独特的优势。但图书馆的微博营销还存在着诸多不足之处,要取得营销的成功,就要从双向优势出发,形成包括体系、管理和手段的多层次营销策略。最后,作为新旧交融的特殊领域,图书馆的微博营销有着广阔的研究与应用前景。 Microblogging is a unique emerging media in the Web2.0 era, resulting in the field of microblogging marketing, and the library is also involved. Based on its own characteristics, the marketing of microblogging in the library has two advantages. One is that microblogging as a new media provides an effective and convenient marketing channel for the library, on the other hand, the library serves as a traditional dissemination of knowledge. In the Weibo content, form and other aspects also have unique advantages. However, there are still many shortcomings in the microblogging marketing of the library. To achieve the success of marketing, we must proceed from the two-way advantage to form a multi-level marketing strategy that includes system, management and means. Finally, as a special field of old and new blending, the library’s microblogging marketing has broad research and application prospects.