Abstract: [Purpose/Significance] This paper mainly discusses the operational logic and value embodiment of the new media ecological and innovative service by public libraries from five aspects of audio-visual, intelligent, virtual IP, value guidance and integration, and promotes the new media service by public libraries through paying attention to the trend of industry rules, rationally allocating resources, and advocating cooperation and sustainable development. Finally, we will build a new media service with high sharing and high effectiveness, matching with social benefits, realizing intelligent knowledge management and sharing, forming a knowledge grid for intelligent exploration, discovery, storage, sharing, transmission and connection of information resources, and constructing a new media service with certain competitiveness that can provide high-level think tank services. [Method/Process] Based on the research methods of literature survey, online survey and participatory observation, this paper took the main new media accounts of 150 public libraries above the county level in Guangdong Province as the survey objects, relying on the business data platform of Guangdong Provincial Library, and from the users’ publishing and reading of new media such as WeChat, Weibo, Tik Tok and WeChat Video. We investigated the current situation of new media services of public libraries in the whole province, explored the key contents of new media ecological innovation and development of public libraries, and put forward innovative development strategies accordingly. [Results/Conclusions] The development of new media ecological innovation in public libraries mainly includes five key points: audio-visual, intelligent, virtual IP, value guidance and integration, which have great room for utilization and improvement in practice. Based on the analysis of the above five key services, through the introduction and analysis of a number of digital professional data reports, combined with the development trend of the new media industry, market demand and the application of new technologies, as well as the application practice of new media in public libraries, five innovative development strategies have been put forward. First, public libraries are suggested to develop audio-visual marketing, deep cultivation of popular knowledge and value-led short videos and to launch audio services adapted to the "ear economy" and expand more learning audio-visual platforms. Second, public libraries pay attention to digital intelligence empowerment, actively explore intelligent scenarios, create a multi-dimensional new media memory storage service warehouse, and explore panoramic interaction and think tank services. Third, the combination of virtual and real service in public libraries tries to integrate with the depth of new technology, and form a long-term IP ecological operation. Fourth, an emphasis should be put on value guidance, cultural mission, dissemination of red culture, and positive energy guidance. Fifth, a high degree of integration is built on a cross-border synergy matrix, and promote the integration of traditional media and new media.

Key words: new media ecology, innovation and development, key content, public library, short video