社群網站自動化管理之研究－以臉書粉絲專頁為例

Automated Social Media Management with a Case Study of Facebook Fan Pages

董正談(Cheng-Tan Tung) ； 顏志平(Chih-Ping Yen) ； 陳羿夫(Yi-Fu Chen)

《中華管理發展評論》 7卷2期 (2018/12) Pp. 33-46

https://doi.org/10.6631/JCMD.201812_7(2).0003

摘要

隨著網路普及率的提高，在過去數年當中Web2.0與社群媒體蓬勃發展，已成為普羅大眾生活中不可或缺的一部分。而面對社群媒體的興起，各個組織也逐步將Web2.0應用導入的其網站或服務中，除了增加與民眾的互動外，也可藉此提高組織形象與曝光率進而提升組織獲利與績效。台灣眾多主流社群媒體平台當中，Facebook是最常被各公司行號廣泛應用於社群行銷的主要平台，而其因為強調互動性與即時性等特性，很適合做為企業組織與民眾之間溝通管道的平台。藉由即時提供訊息與快速且適切地回應民眾需求，使得Facebook成為各組織間導入Web2.0服務的最佳選擇之一。在面臨Web2.0的浪潮之下，各企業組織的粉絲專頁如雨後春筍般一一成立，但隨著粉絲專頁規模的擴張、組織的人力裁減等因素，以「人」來管理粉絲專頁除了顯得沒有效率外，也沒有一套明確的管理流程可依循，故本研究以粉絲專頁為例，除了提出一個標準作業流程，以改善原先較無明確依循的管理流程外，另以自動化的管理角出發，提出一個透過多種的資訊科技來協助管理的流程架構，希望能使經營者有效率的為粉絲提供有品質的服務。

關鍵字

粉絲專頁 ； Web2.0 ； 自動化管理

並列摘要

With the increase in Internet penetration, Web 2.0 and social media have flourished over the past few years and have become an integral part of the general public's life. In the face of the rise of social media, organizations have gradually introduced Web 2.0 applications into their websites or services, in addition to increasing interaction with the public, it can also enhance organizational image and exposure to enhance organizational profitability. Among the many mainstream social media platforms in Taiwan, Facebook is the most widely used platform for community marketing, and it is suitable for communication between organizations and people because of its emphasis on interactivity and immediacy. By providing instant messaging and responding quickly and appropriately to the needs of the public, Facebook is one of the best choices for importing Web 2.0 services between organizations. The platform of the pipeline. By providing instant messaging and responding quickly to popular needs, Facebook has become one of the best choices for government agencies to introduce Web 2.0. With the prevalence of Web 2.0, fan pages of various government agencies have sprung up one after another. With the expansion of fan page size and the reduction of manpower by government agencies, it seems inefficient to use ＂manpower＂ to manage fan pages. In this study, the police agency fan page is used as an example. In order to improve the management process that originally had no clear criteria, a standard operating procedure was proposed. Another point is to start with an automated management perspective and propose a process that uses multiple information technologies to assist in management. It is hoped that this will enable operators to truly focus on the fans who really need services.

並列關鍵字

Social media ； Fan Pages ； Automated Management