台灣地區上網人口逐年增加,網路已深入到現代人的日常生活中。然而近年來虛擬社群的使用人數大幅增加,其中台灣以Facebook之虛擬社群,為最多人使用。至2013年5月止,Facebook註冊人數已超過一千三百萬人,粉絲專頁是該社群中獨有的平台,然而目前粉絲專頁已成為企業進軍網路的必備平台之一。故如何有效經營Facebook粉絲專頁,進一步達到企業獲利之目的,為本研究之研究方向。 本研究以文獻探討整理出Facebook的經營模式和研究架構,使用專家訪談收集相關資料,最後使用內容分析法分析資料,進行質化研究。由研究結論可得知,經營粉絲專頁前,必需決定出直覺的粉絲專頁名稱,且時常更新豐富的內容,適時舉辦活動與粉絲互動,在粉絲專頁經營成長到一定程度時,才能在推出產品廣告時,在粉絲專頁上成功達到獲利之目的。
With the expansion of Taiwan’s internet population, there has been a concordant significant increase in the number of virtual communities. The most popular of these communities is Facebook. In May 2013, Facebook registered thirteen million users in Taiwan alone. As a significant population of Taiwan utilizes Facebook daily, Facebook offers companies multiple opportunities to effectively reach their target advertising audience. One such opportunity are the Facebook fans page. This study will show companies how to successfully manipulate fans Page to generate profit. The initial step of the study will include a literature search of previous studies on fans page advertisement. In addition, interviews with advertising experts will be conducted. Based on these comparison between the literature searches and the interviews, a contemporary set of guidelines will be drawn up that will help companies effectively utilize the power of Facebook fans page to reach the desired target audience, how often to update content to keep fans interested, and how to utilize interactive events with the fans to generate product feedback.