探討多平臺與社群經營關係之研究

科技與技術日益積累下，經營社群媒體已是多數品牌企業關注的一大重點，社群臺種類多元其特性、應用、客群描述與用戶使用目的皆有所不同，社群用戶擁有多個平臺帳戶之使用行為，也使得數位行銷之經營產生變化。本研究主要目的探討多平臺與社群經營關係之研究，透過個案研究法，經由深入訪談與檔案紀錄，探討《雲霧間的百合山城》之FB粉專、IG粉專、官方網站與痞客邦等，多平臺間之經營關係與内容行銷手法的操作，嘗試導出多平臺之經營策略，深入探索協助企業或行銷實務者了解如何進行多平臺操作。研究結果顯示，多平臺經營對於現代社群經營儼然已相當重要，平臺間相互具有導流量之關聯，其中可以運用不同内容行銷手法去面對各自平臺之特性，為數位行銷産生較大之效益。

關鍵字

多平臺；社群平臺；內容行銷；整合行銷；質性研究

並列摘要

As technology and techniques continue to accumulate, managing social media has become a major focus for most brands and businesses. The types of social media platforms are diverse, with different characteristics, applications, customer descriptions, and user purposes. The behavior of social media users with multiple platform accounts has also changed the way digital marketing is managed. The main purpose of this study is to explore the relationship between multi-platform and social media management. Through case study methods, in-depth interviews and document records, this study explores the management relationship and content marketing methods between multiple platforms such as FB fan page, IG fan page, official website Pixnet, etc. of “wutai mountaincity in the Clouds”. It attempts to derive multi-platform management strategies and explore in depth to help businesses or marketing practitioners understand how to operate on multiple platforms. The research results show that multi-platform management is quite important for modern social media management. There is a correlation between platforms that can drive traffic to each other. Different content marketing methods can be used to face the characteristics of different platforms to generate greater benefits for digital marketing.