動物認養社群媒體的經營策略與訊息傳達探究

社群媒體在現代行銷中扮演著重要角色，為推動動物認養，社群媒體成為最廣泛使用的管道之一。隨著社群媒體的迅速發展，動物認養相關社群媒體不斷涌現，提供新的認養機會，同時透過多種策略提升曝光度。動物組織善用社群媒體的傳播力，成功提高動物認養的能見度，多元管道的提供也有助於提高認養率。本研究以四個動物認養單位為樣本，深入研究其在社群媒體上的表現。研究方法包括田野調查，動物認養組織實地調查，以初步瞭解營運現況。隨後進行文本分析，評估這些單位在Facebook上的「認養故事」社群訊息，深入觀察社群文案和圖片視覺呈現方式。基於觀察結果，進一步分析「社群內容力」，探討其一致性、專業性、實用性、趣味性、貼近消費者生活、簡單化和視覺化，深入探討執行要素。最後，運用「社群策略的五個思考層次」進行深度分析，比較經營要素與現況，總結成功要素，提供相應的策略和執行計劃，以有效經營動物認養社群媒體。研究結果顯示，經營動物認養社群需要綜合考慮多個要素，包括統一品牌形象、多樣內容和情感共鳴。建議增加發文頻率，改進標題撰寫，透過感性文案深化觀眾對動物的情感聯繫。社群目前在情感連結和專業資訊方面表現良好，但也存在低發文頻率以及未妥善利用標題和主題標籤的問題。提出加強發文頻率、強調標題和主題標籤使用的重要性，以提高內容吸引力和易讀性的建議。研究提出相應策略，包括確立穩定品牌形象、注重情感共鳴和互動、定期更新內容，以及透過廣告和贊助拓展曝光。建議與動物保護組織和當地機構合作，提高社會對認養的認識和關注，以增進社群曝光度，鼓勵更多人參與動物認養活動，實現社群的長期可持續發展。

Keywords

社群媒體經營；社群策略；社群內容力；訊息傳達；動物認養社群

Parallel abstracts

Playing a crucial role in contemporary marketing, social media have become a popular means for promoting animal adoption. Rapid development of relevant technology has facilitated the continual emergence of such social media platforms, offering new opportunities for adoption through various strategies for increasing visibility. Animal organizations leverage the communicative power of social media to increase the visibility of animal adoption issues and provide diverse channels for improving adoption rates. This study examined the social media performance of four animal adoption organizations through a preliminary field investigation on their operational statuses. Textual analysis was then conducted on the adoption stories posted by these organizations on their Facebook fan pages, focusing on the narrative styles and visual presentation of these social media contents. According to the investigation results, the social content quality of these stories was then further analyzed in the aspects of consistency, professionalism, practicality, entertainment, relevance to consumer life, simplicity, and visualization, thereby gaining a profound understanding of their formulation. Finally, the five levels of thinking in social strategy were employed to examine the management aspects and current statuses of the organizations. Key factors for the success of these organizations were summarized, and strategies and implementation plans were formulated for effective management of social media platforms for promoting animal adoption. The results indicate that management of social media for promoting animal adoption required the comprehensive consideration of multiple factors, including brand image consistency, content diversity, and emotional resonance. We recommend that posting frequency be increased and headline writing be improved to deepen the emotional conntection with the audience and animals through contents that elicit emotions. In the context of promoting animal adoption, social media excel in establishing emotional connection and presenting professional information but are undermined by a low posting frequency and the ineffective utilization of post titles and hashtags. Accordingly, we suggest that relevant organizations should enhance their posting frequency and emphasize the effective use of post titles and hashtags to enhance content attractiveness and readability. Other strategies include establishing a consistent brand image, focusing on triggering emotional resonance and interaction with the audience, updating content regularly, and increasing exposure through advertisements and sponsorships. Animal adoption organizations may also collaborate with animal protection organizations or local institutions to raise public awareness and attention toward animal adoption, thereby enhancing the exposure of animal adoption communities, encouraging animal adoption, and achieving long-term sustainable development of social media.