運動組織於賽季及非賽季之社群媒體應用分析：以中華職棒大聯盟隊伍為例

An Analysis of Social Media during Off-Season and On-Season in the Chinese Professional Baseball League

張宜景(I-Ching Chang) ； 林怡秀(Yi-Hsiu Lin)

《臺灣體育運動管理學報》 21卷2期 (2021/12) Pp. 119-146

https://doi.org/10.6547/tassm.202112_21(2).0001

摘要

隨著網際網路的發展以及網路社群的廣泛使用，職業運動組織利用社群媒體傳遞品牌資訊並與運動迷交流，而臉書（Facebook）是目前臺灣使用率最高的社群平臺，其協助品牌建立的粉絲專頁可作為運動組織建立網路口碑、維持互動性的工具。目的：本研究透過分析中華職業棒球大聯盟的球隊粉絲專頁貼文，探討賽季及非賽季期間粉絲專頁的9種貼文形式及資訊（按讚數、留言數及分享數）。希望藉此對運動組織社群媒體貼文策略有進一步了解，並提供實質建議以提升社群行銷效果。方法：以統一7-ELEVEn獅、中信兄弟、富邦悍將及Rakuten Monkeys的粉絲專頁作為研究對象，利用資料探勘軟體ScrapStorm進行粉絲專頁貼文資訊的蒐集，再使用內容分析法進行貼文形式分類，取樣日期為2019年賽季及2019年賽季至2020賽季的非賽季期間（2019年3月23日至2020年4月11日），共計3,190則貼文，而貼文形式有9種（圖片、圖文、影片直播、相簿、連結、活動、分享、投票）。結果：賽季期間的發文頻率高於非賽季期間，平均每日1～3篇；非賽季期間的貼文互動程度較高；各隊貼文皆以圖文形式為主，動態影像（影片及直播）的貼文具有較高留言數及分享數；具有鼓勵互動內容及回饋的貼文能獲得較高留言及分享數。結論：依研究結果，各隊粉絲專頁應多張貼影片及進行直播，並減少使用分享及連結形式的貼文；貼文含有鼓勵互動訊息於貼文，有助於提升留言及分享數，強化雙向溝通管道及提升媒體傳遞資訊效果。

關鍵字

社群媒體 ； 內容分析 ； 貼文形式 ； 運動組織 ； 中華職棒

並列摘要

Because of the widespread popularity of online communities, professional sports organizations have started using social media to convey brand information and communicate with sports fans. Facebook is currently the most commonly used social platform in Taiwan, and Facebook's fan page function enables professional sports organizations to cultivate their online reputation and maintain interactivity with their fans. This study analyzes on-season and off-season posts made on Chinese Professional Baseball League fan pages to evaluate these pages' social media post strategies and provide practical suggestions to improve the results of social media marketing. Purposes: This study analyzes the interaction data (likes, comments, and shares) of nine types of post on Chinese Professional Baseball League teams' Facebook pages and compares the posts made during the on-season and off-season to explore the pages' social media strategies and provide practical advice. Methods: The fan pages of the Unilions, Brothers, Fubon Guardians, and Rakuten Monkeys are analyzed using the data-mining software ScrapeStorm to collect post information, and content analysis is employed to classify the post types. The sampling periods are the 2019 baseball season and the off-season from 2019 to 2020 (March 23, 2019, to April 11, 2020). A total of 3,190 posts of nine types (photographs, photographs with captions, live streams, videos, photograph albums, links, events, shared posts, and polls) are analyzed. Results: The frequency of posting is higher during the on-season (1–3 posts per day) than during the off-season. Fans' interaction with posts is stronger during the off-season than during the on-season. Although most posts on the fan pages are photographs with captions, motion pictures (i.e., videos and live streams) receive more comments and shares than other post types. Posts that encourage interaction and feedback also receive more comments and shares than do noninteractive posts. Conclusions: To encourage interaction, teams should post videos and live streams more frequently and post noninteractive content, such as shared posts and links, less frequently. Encouraging interaction with content stimulates fans' commenting and sharing behavior, which enhances two-way communication and dissemination of information through fans.

並列關鍵字

social media ； content analysis ； post type ； sport organization ； Chinese Professional Baseball League

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