非營利組織社群媒體的健康資訊傳播：以某醫學大學醫療體系健康公益粉絲團經營為例

Health Information Communication Through Social Media for Nonprofit Organizations: Facebook Fan Pages Management in a Healthcare System

楊雅婷(Ya-Ting Yang) ； 唐功培(Kung-Pei Tang) ； 李啟仁(Chi-Jen Li) ； 吳潔人(Chieh-Jen Wu) ； 蘇維文(Wei-Wen Su) ； 許怡欣(Yi-Hsin Hsu)

《醫務管理期刊》 19卷3期 (2018/09) Pp. 175-191

https://doi.org/10.6174/JHM.201809_19(3).175

摘要

目的：本研究以北部某醫療體系經營公益健康粉絲團為例，探討網路使用者對健康資訊的獲取、交流與傳播行為，提供作為衛教醫療保健相關社群媒體平臺經營之參考。方法：以三臉書粉絲團為研究對象，分析其使用者、互動參與及貼文內容，探討其健康資訊傳播成效及粉絲團對於公益健康資訊傳播的作用。工具採FB分析工具、社群分析軟體比客Peekur、語意分析、關鍵字分析及文字雲。結果：粉絲團各有其明確持續經營主軸，三個粉絲團使用者性別與按讚年齡層分布，呈現分眾傳播特性，所在地域亦擴及東亞與東南亞。互動參與結合時事議題與名人代言時更易發揮群聚效應。貼文數量由一日數篇到近期減為一日一篇，講求貼文質量，除因FB演算法改變外，亦因粉絲使用社群習慣有所變化。結論：非營利組織利用社群網站進行健康知識傳播，善用社群網站低成本、即時互動的特性，透過不同議題有效聚集群眾，並針對粉絲團使用者的需要提供正確的健康資訊。

關鍵字

社群媒體 ； 社群經營 ； 社群維護 ； 粉絲專頁 ； 健康資訊傳播

並列摘要

Objectives: One healthcare system in Taiwan has built fan pages on Facebook for their hospitals since 2012 including ＂Walking for Health with ten thousand people,＂ ＂Prostate Protection＂ and ＂Breast cancer prevention＂ to improve the public's health-related knowledge and promote public's healthy behaviors by providing accurate health care information. This study investigated the characteristics of fans of three fan pages, the interactive patterns and contents of post in the three fan pages. Methods: Three Facebook fan pages were selected for qualitative analysis. We used Facebook's built-in analytics tools and social network analysis tool Peekur for analyzing contents, and examining differences among years with word cloud method. Results: The gender and age distribution were indicative of certain characteristics displayed by the fans of the three Facebook fan pages. Combining current issues and celebrity endorsements with topics such as sexual behavior and mental health was more likely to increase interactive participation among the fans. During 2012 to 2017, fan pages have adopted different strategies to accommodate the habits of fans and changes in Facebook's algorithm, such as reducing number of posts to one post a day. Conclusions: The results of this study show that non-profit organizations can employ social networking websites to promote health knowledge. Non-profit organizations can utilize the low-cost and interactive features of social networking websites, effectively engage the public on different topics, and provide accurate health information to the public.

並列關鍵字

Social Media ； Fan Page Management ； Fan Page Maintain ； Fan Page ； Health Information Communication

參考文獻

邱銘心、莊曼君（2013）。兒童身心障礙之FACEBOOK社群內容分析研究。教育資料與圖書館學，50(3)，355-392。doi: 10.6731/TPCC_proceedings.003a-001-R10-00003436

Alber, J. M., Bernhardt, J. M., Stellefson, M., Weiler, R. M., Anderson-Lewis, C., Miller, M. D. & MacInnes, J. (2015). Designing and Testing an Inventory for Measuring Social Media Competency of Certified Health Education Specialists. Journal of medical internet research. 17(9), e221. doi: 10.2196/jmir.4943.

Cole-Lewis, H., Perotte, A., Galica, K., Dreyer, L., Griffi th, C., Schwarz, M., ...Augustson, E. (2016). Social Network Behavior and Engagement Within a Smoking Cessation Facebook Page. Journal of medical internet research. 18(8), e205. doi: 10.2196/jmir.5574

Johnson, K. J., Mueller, N. L., Williams, K. & Gutmann, D. H. (2014). Evaluation of participant recruitment methods to a rare disease online registry. American journal of medical genetics part A, 164(7), 1686-1694. doi: 10.1002/ajmg.a.36530

戚栩僊、葉乃靜（2017）。社交網聯情境下的健康體適能學習與知識建構：臉書社群媒體介入研究。資訊社會研究，32，151-194。