公共图书馆是向用户传递知识和文化服务的重要机构，新媒体平台上的用户参与行为则是了解用户特征、改进推广策略的重要依据。本文主要围绕我国31所省级公共图书馆在微信公众号、微博、抖音这三个新媒体平台上的推广内容和用户在线参与行为展开，探索在这三个不同的新媒体平台上用户参与行为的差异，以及面向通知公告、活动资讯、资源推荐、在线互动这四种类型的推广内容下用户参与行为的差异，最后基于拉斯韦尔5W模式，从培养专业团队定期推广内容、坚持原创结合时政、拓宽渠道“因地制宜”、以用户为中心、注重用户反馈这五个方面，为公共图书馆新媒体推广更好地改进用户参与提出了策略建议。

Public libraries are important institutions for delivering knowledge and cultural services to users, and user participation on new media platforms is an important basis for understanding user characteristics and improving promotion strategies. This paper mainly focuses on the promotion content and online participation behavior of users on the three new media platforms of WeChat official account, Weibo and Douyin in 31 provincial public libraries in China, and explores the differences in user participation behavior under these three different new media platforms, as well as the differences in user participation behavior under the four types of promotion content for notification announcement, activity information, resource recommendation and online interaction. Adapting measures to local conditions", focusing on users, and paying attention to user feedback, put forward strategic suggestions for the promotion of new media in public libraries to better improve user participation.