粉絲專頁經營方式之探討 —以歌手、政治人物、通路為例

Abstract

粉絲專頁有助於企業在Facebook上經營自身品牌、產品或服務，對公眾人物管理粉絲也有所助益，因此各個品牌、通路、明星、政治人物都開始使用粉絲專頁，嘗試將Facebook作為新的行銷媒介。然而國內鮮少人探討以人物與通路為主的粉絲專頁，因此本研究以人物與通路為主的粉絲專頁作為研究樣本，深入了解歌手、政治人物、通路商粉絲專頁分別如何經營粉絲專頁，而國內外的粉絲專頁又有何異同。 本研究透過個案分析法與Williams & Cothrel (2000)的三大虛擬社群經營之關鍵活動作為架構，探討前述問題。經研究後了解多數粉絲專頁都遵循著會員發展、社群關係、資產管理三部分經營粉絲專頁。而各類別在每一部分的運用有顯著的不同，而在各類別中國內外的經營方式亦有不同之處。 在會員發展的部分，多數粉絲專頁都懂得使用與滿足理論的應用，了解消費者選擇閱讀不同類別粉絲專頁的動機，因而根據類別採取流量產生的方式。 在社群關係中，歌手會透過創造親切感、製造同一陣線氛圍，進而強化雙方關係。政治人物粉絲專頁則常常透過政見的交流與討論，強化彼此間的關係。通路粉絲專頁則會透過應用程式、提問式發文、實體活動搭配、分享影片、圖片與文章等方式增加粉絲與粉絲專頁互動的機會，並透過互動讓兩者間的關係更好。 在資產管理的部份，不同粉絲專頁會了解粉絲對於他們的偏好，並在粉絲專頁上表露出來。政治人物則會根據粉絲們對政見的建議與意見做調整、回應。通路粉絲專頁則是透過先前提到的不同互動方式了解粉絲對商品的喜好與對活動的看法，進而將這些作為未來決策的依據。

Fan page helps companies operate their own brand, product service, and even public celebrities on Facebook. Thus, more and more brands, channels, stars, politicians begin to use the fan page as a new Facebook marketing tool. In Taiwan, only few people explore the celebrities’ and channels’ fan pages, so this research uses celebrities’ and channels’ fan pages as the research samples to understand how singers, politicians, distributors run their fan pages respectively, and what are the difference and similarities between different categories of these three and between foreign and domestic fan pages in these three categories. This research uses case study analysis and three keys to creating and sustaining online communities, which made by Williams & Cothrel (2000), as a framework to solve the questions mentioned before. The majority of fan pages follow the three processes: Member Development, Community Relations, Asset Management. Each category uses significantly different way to manage Facebook fan page in each section of these three process. Also there are significant differences between foreign and domestic fan page in the three categories. In Member Development, the majority of fan pages understand the application of uses and gratifications theory. They understand the reasons and motivations that consumers choose to read fan page in different categories, and based on these motivations, they attract these consumers to read their fan pages. In Community Relations, the singers create intimacy, makes the same side atmosphere, and then strengthens bilateral relations. Politicians’ fan pages provide political exchanges, intense debates of fans and strengthen their relationship. Channels’ fan page use Facebook applications, question-issued post, physical activity, videos, pictures, articles, etc. to increase the opportunity that fans interact with admin of fan page, allowing a better relationship between the two. In Asset Management, different fan page will understand their fans’ preferences and adjust the management of fan page. Politicians make adjustments to respond fans’ recommendations and opinions on the political views. Channels’ fan pages use different interaction ways to realize fans’ preference for commodities and the views of the activity and regard these as a basis for future decisions.