- 學位論文
驗證業Facebook粉絲專頁經營方式之探討
The Study of Facebook Fan Page Management in Certification Industry
摘要
Facebook的高普及率使企業紛紛在上面成立粉絲專頁，做為與客戶、潛在客戶接觸的管道，期待從互動過程中了解粉絲喜好、深化與粉絲的關係，藉由它的功能與特性，獲得企業想要的價值。鑑於企業有經營粉絲專頁的需求，相關研究也漸漸增多，惟各行業特性不同，許多研究結果或實務經驗難以一體適用。驗證業為專業服務的一種，相關產業包含標準制定、管理系統驗證、產品測試、各種查證、公證等。目前產業中的主要競爭者都在Facebook設有粉絲專頁，但未有針對驗證業粉絲專頁經營的相關研究。因此本研究之目的，在探討驗證服務業如何經營Facebook粉絲專頁，以從經營粉絲專頁獲得價值。 本研究分為兩部分，首先分析國內外期刊、文獻、著作、網路資料蒐集，彙整出專業服務業Facebook粉絲專頁經營要點。第二部分以個案研究的方式觀察國內外驗證相關產業之企業組織的粉絲專頁，找出適用於驗證業企業粉絲專頁的經營方式。研究發現，專業服務業者經營社群是為了展現專業、與粉絲互動、培養忠誠的支持者，樹立專業可靠的問題解決者形象以吸引客戶購買解決方案。經由實際觀察驗證相關產業個案粉絲專頁，得到以下主要結論：1. 貼文內容：驗證相關產業的粉絲專頁皆以知識及新聞類資訊內容為主體來吸引粉絲。若要傳遞行銷訊息則會從粉絲感興趣的資訊切入再帶到企業理念、品牌、服務等宣傳內容，或者結合娛樂性較能獲得粉絲回應。2. 粉絲回應及互動：粉絲偏好與自己相關、熟悉或有娛樂性的貼文。但驗證相關產業的服務都不會只涉及單一議題，因此一般會發表各主題的貼文，以滿足各次群體粉絲的需求。3. 貼文形式及語言：知識類的貼文可讀性相當重要，貼文基本應做到圖文搭配。4. 粉絲需求滿足：粉絲參與驗證相關產業粉絲專頁主要滿足功能性需求，又以獲取資訊為主，輔以娛樂性需求滿足。
並列摘要
Facebook’s penetration is so high, especially in Taiwan, that more and more enterprises create their fan pages to get closer to their customers, or potential customers. Enterprises expect to deepen their relationships with fans, to know their preferences, and create values by using Facebook. Since enterprises needed fan pages management tips, there are more and more relevant research. However, many research results or practical suggestions may not apply to enterprises in different industries. Companies in certification and related industries provide professional services such as composing standards, management system certification, product testing, and verification. Main companies in certification related industries all have their fan pages on Facebook, but there is no related research for the industry. Therefore, the purpose of this study is to explore how an organization in certification industry can run a fan page on Facebook and get value from it. This study is composed of two parts. The first part gather Facebook fan page management tips for professional service providers from journals, books, and internet. The second part use the case study approach to observe several fan pages to find suitable management tips for companies and organizations in certification related industries. The following conclusions were drawn: (1) Content of posts: Fan pages in certification related industries use knowledgeable information and news as the main content to attract fans. Marketing materials are usually covered with useful information or entertaining activities. (2) Fans response and interaction: Fans prefer posts that are related to them or entertaining. However, companies in certification industry deals with various topics and issues. Most fan pages provide information in different topics to meet the needs of fans in different sub-groups. (3) Form and language of posts: Readability is important. It is better to have graphic to go with text. Use spoken language to post and reply fans’ message in a friendly and positive manner. (4) Fans demand meet: Most fans join fan pages in certification industry to get information, and sometimes be entertained.