宣傳為先？互動為主？現代劇團經營Facebook粉絲專頁之公關溝通策略分析

For Promotion or for Interaction? The Analysis of Public Relations Communication Strategies Applied to Taiwanese Modern Theatrical Organizations’ Facebook Pages

10.3966/101562402016010030004

林質安(Chih-An Lin)；劉蕙苓(Huei-Ling Liu)

Facebook ； 粉絲專頁 ； 公關策略 ； 對話溝通 ； Facebook ； Facebook Pages ； PR communication strategy ； dialogic communication

藝術評論

30期（2016 / 01 / 01）

103 - 148

繁體中文

本研究旨在分析臺灣現代戲劇團隊經營Facebook粉絲專頁時所運用的公關策略，以及各策略所獲得的回應情形，並進一步探討劇團在粉絲專頁上運用公關策略的限制，以了解臺灣現代劇團Facebook粉絲專頁的公關策略的應用情形。本研究修改KentTaylor的「對話式溝通」（dialogic communication）架構，分析不同規模戲劇團隊粉絲專頁的頁面內容之公關策略應用與實際對話情形。結果顯示，全數劇團於資訊實用性策略上表現極佳，鼓勵參與次之，留住訪客較低，顯示劇團使用互動溝通仍顯不足；大型劇團重視資訊管理與宣傳；相較之下，中、小型劇團重視互動。研究顯示，要達到雙向平等對話溝通的理想，粉絲人數與公關資源必須調節至「最佳雙向互動規模」，方才可行。

Social media have become a popular tool nowadays. This study examines the efficiency of using Facebook for public relations by employing the dialogic communication theory proposed by Kent and Taylor. The content of 32 Taiwanese modern theatrical organizations’ Facebook Pages were analyzed according to their public relations strategies, the actual dialogic circumstances, and the relationship between these strategies and dialogic responses. This research finds that: (1) usefulness of information and encouragement of participation are the most familiar dialogic communication strategies, and the conservation of visitors is less emphasized; (2) despite better dialogic engagement of fans, modern theater organizations have less participation. Furthermore, this study also finds that large theatrical organizations focus mainly on information management and dissemination, while medium and small organizations place more importance on interaction with fans.

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