運用社會網絡分析社群媒體Hashtag使用

社群媒體是人們日常生活中不可或缺的一部分，Twitter、Facebook及Instagram等社群媒體是現今重要的自我表達、交流意見的互動管道。分析社群媒體使用互動過程中所發布的圖文內容，有助於了解和預測個體用戶或潛在消費者行為，從而達成行銷效益、個性化推薦及品牌形象之管理。在社群媒體中，主題標籤（Hashtag）的使用通常用於表示貼文的類別標籤或重點標示，作為一個直觀且靈活的標籤工具，通過符號「#」的書寫標籤在社交媒體平臺上用於索引關鍵詞或主題分類，使社群媒體用戶增加連結緊密度與強連結。本研究旨在以社會網絡分析方法及運用資料探勘工具將Facebook貼文中的主題標籤（Hashtag）與貼文互動次數進行數據分析，進而剖析Facebook粉絲專頁互動性高低、與品牌行銷活動推廣之探討。研究結果顯示，以社會網絡分析研究社群媒體運用主題標籤（Hashtag）具有實質性及可視覺化主題標籤（Hashtag）分群狀態，本次個案4大類別分別為線下轉線上導購類、Facebook粉絲專頁行銷活動類、節日活動行銷類、聯名合作類。針對各月貼文分別描繪出高按讚數貼文、高留言數貼文、高分享數貼文所使用2-Mode Networks社會網絡分析圖，發現網絡連結性越高可創造高按讚、高回應的綜效。品牌代言人、品牌吉祥物具有高中介中心性，意味著在網絡中具有「橋梁」角色，並且在活動之間進行連結，能有效創造社群話題帶動相關點閱及回應。而社群媒體經營者亦應重視內容行銷，提供目標群眾喜愛及需要的內容，才能延續網站行銷效果及推廣目的。另外，本研究發現，擁有最多高分享、高按讚、高留言的貼文發布時段為中午12時。關鍵字：社群媒體、主題標籤、社會網絡分析、知識地圖、知識圖譜。

關鍵字

社群媒體；主題標籤；社會網絡分析；知識地圖；知識圖譜

並列摘要

Social media is an indispensable part of people's daily lives, and social media such as Twitter、Facebook and Instagram are important interactive channels for self-expression and exchange of opinions today. Analyzing the graphic and textual content posted during the interaction process of social media usage can help understand and predict the behavior of individual users or potential consumers, thereby achieving marketing efficiency, personalized recommendations, and brand image management. In social media, the use of hashtags is usually used to represent the category labels or key labels of posts. As an intuitive and flexible labeling tool, the written tags with the symbol "#" are used on social media platforms to index keywords or topic categories, enabling social media users to increase connection density and strong connections. The purpose of this study is to use social network analysis methods and data mining tools to analyze the topic tags (Hashtags) in Facebook posts and the number of interactions between posts, and further explore the level of interactivity of Facebook fan pages and their relationship with brand marketing promotion. The research results show that the use of topic tags (Hashtags) in social media through social network analysis has substantive and visual clustering status. For this case, the four main categories are offline to online shopping guides, Facebook fan page marketing activities, holiday activity marketing, and cooperation. Based on the social network analysis of the 2-Mode used in monthly posts with high likes, high comments, and high shares, it was found that higher network connectivity can create a comprehensive effect of high likes and high responses. In this case, it was found that brand spokespersons and brand mascots have high centrality, which means they have a "bridge" role in the network and connect between activities, can effectively create community topics to drive relevant reviews and responses. Social media operators should also attach importance to content marketing and provide content that the target audience likes and needs in order to continue the effectiveness of website marketing and promotion purposes. In addition, this study found that the post with the most shares, likes, and comments was published at p.m. 12:00 . Keyword: Social Media、Hashtags、Social Network Analysis、Knowledge Map、 Knowledge Graph