政治人物經營臉書策略之研究

A Study of Facebook Management Strategy for Politicians

邱奕勝(Yi-Sheng Chiu)

指導教授 ： 吳肇銘

中原大學/商學院/資訊管理研究所/碩士(2013年)

https://doi.org/10.6840/CYCU.2013.00055

摘要

隨著網路媒體的快速發展，臉書已經成為企業或組織積極運用以達成行銷目的之良好工具。對於政治人物而言，臉書也是個非常不錯的政治行銷工具，不僅可以和選民達成充分的互動，同時也能建立自我的支持社群。本研究的研究目的在於探討政治人物是否可以透過臉書經營以及相關活動，達到政治行銷的效果。其中包括下列研究問題：(1)政治人物在臉書上可以採取哪些臉書經營方法，以提高粉絲的支持?(2)政治人物在臉書上可以進行哪些政治行銷活動，以吸引選民加入粉絲成員?(3)政治人物在臉書經營過程中，有哪些應該注意的問題?(4)政治人物利用臉書來進行政治行銷，是否會強化選民對於政治人物的支持度？在研究方法上，本研究係以個案研究為基礎，透過線上觀察、訪談等方法來瞭解政治人物如何利用臉書平台來經營自己的社群同伴，同時形塑自己的政治形象。研究結果發現：(1)政治人物使用臉書不僅可以和民眾拉近距離，同時也可以達到資訊透明化的好處，對於各項政策與活動資訊，以及各種選民服務記錄，都能清楚讓民眾瞭解。(2)政治人物的臉書經營大多採取親自經營，在作法上，常常會利用照片或是對話式的問候來向民眾表達關心，同時也會有比較軟性的語言來傳達政策與政績。(3)政治人物常常可以藉由舉辦活動的方式，來凝聚支持民眾的向心力。這些活動可以瞭解哪些民眾是屬於臉書活躍族群，而且透過這些公益活動，也有助於營造政治人物的正面形象。(4)政治人物經營臉書可以讓個人知名度及團隊形象有向上提升的效果，也會讓民眾有好的印象，特別是透過資訊的傳遞、服務案件處理的狀況分享，及參與選區的各種活動等照片及PO文，可在此呈現自己的執行力。需要注意的是切勿以高高在上的姿態，否則會有反效果產生，要如何展現政治人物親民，就要學習網友們的臉書用語，一定可以引起共鳴，並拉近和粉絲的距離。

關鍵字

臉書 ； 經營策略 ； 政治行銷

並列摘要

With the rapid development of online media, the facebook has become a good platform for business or organization to achieve a marketing purpose. For politicians, the facebook is a good political marketing tool, not only to achieve adequate interaction with voters, but also to establish self-supporting community. This study aims to investigate whether politicians can apply facebook to achieve the effect of political marketing. The research questions as follow: (1) what facebook management approach can be took to improve the support of fans? (2) what political marketing activities can be performed on the facebook to attract voters to join in fans member? (3) what issues should pay attention in the facebook management process? (4) what facebook management benefits would come? In this paper, the research method is case study. We use online observation and interviews to understand politicians how to manage facebook platform to bring up their own community, while shaping their own political image. The research findings indicated that: (1) the politicians use facebook that can not only shorten the distance with the public, but also can achieve the benefits of information transparency, so that people can have a clear understanding of these politicians’ performance; (2) the politicians mostly manage own facebook in person, and often use photos or conversational greetings to express concern to the public, and use a relatively soft language to communicate with their fans; (3) the politicians through various facebook activities to create their positive image; (4) the politicians make use of facebook platform can enhance the cohesion of the public, and make a good impression on the public, especially through information delivery, processing status of service case, and participating in various, this can present their own execution. It is noteworthy that not to use superior attitude, or there will produce the opposite effect. How to show the politicians close to the people? They must learn fans’ facebook language, and make good communication on the facebook, and that will be able to achieve good political marketing results.

並列關鍵字

Management Strategy ； Political Marketing ； Facebook

參考文獻

1. Banaji, S., & Buckingham, D. (2010). Young people, the Internet, and civic participation: An overview of key findings from the CivicWeb Project. International Journal of Learning and Media, 2(1), 15-24.

3. Dindia, K. & Allen, M. (1992) Sex differences in self-disclosure: a meta-analysis. Psychological Bulletin, 112, 371-380.

4. Dominick, J. R. (1999) Who do you think you are? Personal home page and self-presentation on the World Wide Web. Journalism & Mass Communication Quarterly, 76(4), 646-658.

5. Grunig, J. E. (1982). The message-attitude-behavior relationship. Communication Research, 9, 163-200.

6. Lock, A., & Harris, P. (1996). Political marketing ¬¬ vive la difference! European Journal of Marketing, Vol. 30 No. 10/11, 21-31.