博物館社群媒體之經營及科學傳播成效評估－以國立自然科學博物館為例

網路媒介的技術不斷地推陳出新，以及行動裝置的普及，改變了社會大眾接收資訊的方式。博物館在這股潮流下，也必須順應時勢，在網路世界中找到新的定位。2017年12月國立自然科學博物館設立「科普傳播中心」，強化運用臉書粉絲專頁的特色與力量，傳播博物館的科學知識，除了自製各種包含科學知識的貼文，並且開啟由專職小編經營粉絲專頁的模式。本文比較不同類型貼文的觸及人數，以及影片的觀賞次數，嘗試理解網路觀眾喜好的貼文類型及內容，研究結果發現由專職人員擔任小編後，粉絲專頁的粉絲與觸及人數都明顯增加，觀眾最喜歡的貼文類型為博物館幕後工作及門票優惠資訊，影片則偏好觀看短片、內容輕鬆、知識量較少或博物館幕後工作等。在社群媒體平臺，轉換科學知識的內容創造者與熟悉社群媒體的行銷宣傳者，扮演相輔相成的角色，是博物館經營社群媒體時須持續同步精進的兩個面向。

關鍵字

博物館；社群媒體；臉書粉絲專頁；科學傳播

並列摘要

Continuous innovations in Internet media technologies and popularization of mobile devices have changed the way people receive information. In view of these trends, museums must position themselves in an online world. In December 2017, the Science Communication Center of the National Museum of Natural Science was established to strengthen the use of social media features and to tap into its power to communicate scientific knowledge. The Science Communication Center produces posts based on scientific knowledge and has a fulltime social media manager. The aim of this study was to compare the reach of different types of posts and videos to understand the preferences of online audiences. Based on the results, after hiring a full-time social media manager, engagement significantly increased. The most popular posts were those related to the museum's behind-the-scenes work and ticket discount information. In addition, there was a preference for short videos with easy-to-understand content or that were related to behind-the-scenes work. Content creators who transformed scientific knowledge and promoters who were familiar with social media played complementary roles. Suggestions regarding the aspects that museums need to continuously improve on in terms of their social media operations are provided.