政府部門運用社群媒體處理農產品危機事件的溝通策略研究─以農業部專案進口雞蛋為例

Abstract

社群媒體如今已經發展成熟，並在現代人的生活中佔有相當重要的地位，尤其是在獲取訊息方面。根據研究，臺灣有超過50%的上網人口是通過社群媒體來接收新聞訊息的。近十年來，政府各部門在經營社群媒體方面各有亮點，並利用社群媒體進行政策溝通與宣導。行政院農業委員會於2023年8月1日升格為農業部，自2016年7月26日開設臉書粉絲專頁以來，截至2023年底累積了36萬追蹤者，在政府部門的社群媒體中名列前茅，主要受眾為農民及關心農業的民眾。 本研究以農業部在2023年利用社群媒體進行「專案進口雞蛋」事件的政策溝通貼文策略為研究對象，篩選出2023年8月25日至2023年9月30日期間關於「專案進口雞蛋」的59則貼文進行文本分析。通過洞察報告中的觸及數、曝光數與互動數了解貼文擴散的狀況與影響力，進一步利用貼文的心情數與留言內容進行文本情緒分析，解析網友對貼文內容的情緒態度。此外，將農業部「專案進口雞蛋」的59則貼文與關鍵意見領袖關於「專案進口雞蛋」的47則貼文內容及網路輿情聲量進行對照，以了解事件發展脈絡及溝通成效。 研究結果顯示，農業部粉絲專頁、關鍵意見領袖粉絲專頁與網路輿情之間存在交互影響，關鍵意見領袖的貼文顯著影響輿情與網友討論方向。政府部門在利用社群媒體處理危機事件溝通時，除了應善用社群媒體的即時快速的特性，掌握時效性做應對之外，還須引入議題管理概念，在危機事件爆發前預先準備後續應對策略。對於相關證據的掌握及貼文論述的完整性都直接影響到危機處理或災難應變的成效。綜合研究成果可作為政府部門在政策溝通上的參考，同時也提出研究限制，為未來相關研究提供參考。

Social media has now matured and holds a significant place in modern life, especially in information acquisition. According to research, over 50% of internet users in Taiwan receive news through social media. Over the past decade, various government departments have made notable achievements in managing social media and have used these platforms for policy communication and promotion. The Council of Agriculture was upgraded to the Ministry of Agriculture on August 1, 2023. Since launching its Facebook page on July 26, 2016, it has accumulated 360,000 followers by the end of 2023, ranking among the top government social media accounts. The primary audience comprises farmers and individuals concerned with agriculture. This study focuses on the Ministry of Agriculture’s social media strategy for policy communication during the “Egg Import Project” in 2023. It analyzes 59 posts related to the "Egg Import Project" from August 25, 2023, to September 30, 2023. By examining metrics such as reach, exposure, and interaction numbers from insight reports, the study assesses the posts' dissemination and impact. Further, a sentiment analysis of the posts' reactions and comments was conducted to understand the public's emotional responses. Additionally, the 59 posts from the Ministry of Agriculture were compared with 47 posts from key opinion leaders (KOLs) on the same topic, as well as online public opinion, to understand the event's development and communication effectiveness. The research findings indicate an interaction between the Ministry's Facebook page, KOLs’ pages, and online public opinion. KOLs’ posts significantly influenced the direction of public discourse. When using social media for crisis communication, government departments need to manage timing effectively and incorporate issue management concepts, preparing response strategies before a crisis occurs. The completeness of the evidence and the thoroughness of the posts' arguments are crucial for successful crisis management and disaster response. These research findings provide valuable references for government departments in policy communication and identify limitations to guide future studies.