政治人物經營粉絲專頁成功關鍵策略之研究

因為網路社交媒體的快速發展，Facebook已經成為企業或個人使用以達成行銷之良好媒介。然而對於政治人物而言，粉絲專頁是個很好自我行銷的工具，不僅可以和民眾親切互動，也能建立自我組織社群。本研究的研究目的在於探討政治人物是否可以透過經營粉絲專頁及相關Po內容，讓自己與民眾有更近的距離，並藉此分享自己的理念與想法。本研究透過個案研究深入剖析(1)粉絲專頁Po網主題不同，民眾所感受的正反二面的反應，是否有顯著差異?(2)粉絲專頁傳播媒介的不同，民眾所感受的社群行銷效果，是否有顯著差異?(3)粉絲專頁經營過程的關注事項，是否會干擾粉絲專頁成功關鍵?在研究方法上以個案研究法為基礎，並透過觀察、訪談來瞭解政治人物如何經營粉絲專頁，進而提升自己和團隊形象。本研究之主要結論如下：1.要使訊息無遠弗屆的傳遞出去並和粉絲拉近距離，讓粉絲能在最快最短的時間內得知政策及相關新聞訊息，且了解經營者想表達的政治理念。2.粉絲專頁是一個自我行銷的管道，是經營組織的一種，感覺有照片有圖就有真相，像是會勘及活動的照片都能得到較正面的肯定。3.在網路上的力量，是一雙看不見的手可發揮無遠弗屆的力量，提升個人知名度與團隊的形象是必然的結果。4.在經營上務必要擷取對於粉絲所關心的事項，才能凝聚粉絲的注意並表達透過粉絲專頁來了解政治人物如何利用這個平台來經營不同的社群組織，同時塑造自己的政治形象。

關鍵字

成功關鍵因素；粉絲專頁；社群行銷

並列摘要

Because of the rapid development of social media networks, Facebook has become a good way for business or individuals to achieve good marketing medium. However, for the politicians, the fan page is a good self-marketing tool. Not only can they interact with people friendly but also can they build self-organizing communities. Purpose of this study is to investigate whether politicians can make themselves closer to the crowd through the operation of fan pages and relevant content to share their ideas and thoughts. In this study, through case studies with depth analysis: (1) Is there any significant difference between people’s positive and negative reactions when there are different themes on the fan pages? (2) Is there any significant difference in people’s feeling about the effects of social marketing when the media is different? (3) There are some concerns when holding a fan page. Would it be a obstacle for fan page to success? The research method is based on the case study and through observations, interviews to understand how politicians operate their fan pages and then to enhance their own and team images. The main conclusions of this study are as follows: (1) To make the message pass out widely and far and get closer with fans so that fans can receive messages and news in the shortest time and understand what political ideas the operator would like to express. (2) Fan page is a self-marketing way and a kind of a business organization. It makes people to see the truth by the picture. The photos of events and activities can get more positive affirmation. (3) The strength of Internet is a pair of invisible hands that have a far-reaching power. Enhancing personal visibility and image of the team is the inevitable result. (4) Be sure to capture the concern for the fans in operation so that it can unite the attention of fans and express their views. Through the fan page, we can understand how politicians use this platform to operate different community organizations and make their own political images.

並列關鍵字

the key to success ； social marketing ； Fan page

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國際替代計量

政治人物經營粉絲專頁成功關鍵策略之研究

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