Taking the publishing industry of Macao as an example， we explain the new mechanisms and trends brought by social networks to the digital operation of the publishing industry.On this basis， guided by the information ecological chain theory， we further explore the components of the information chain from the three levels of content ecology， user ecology and environment ecology， and construct a model of the information ecological chain structure of the digital operation of the publishing industry under the application of social networks. In order to enhance the digital

operation capability， the publishing industry needs to pay attention to the continuous information flow and energy interaction， further strengthen the top-level design， reshape the cultural production factors， realize the value co-creation of multiple subjects， and promote the coordinated and orderly construction， healthy and balanced development of the publishing industry.

Social networks ,  Publishing ,  Digital operations ,  Digital economy Industry upgrade