Groups Interaction and Information Diffusion on Facebook Fan Page-A Case Study of FJU 2013 Ad Camp

群體之形成與資訊傳散－以2013年輔大廣告營臉書粉絲團為例

10.6627/CIEBM.2015.10.10

吳坤山(Kun-Shan Wu)；張佩娟(Pei-Chuan Chang)

Social Network ； Social Network Analysis ； NodeXL ； Betweenness Centrality ； Out-degree ； Enrollment Strategy

提升競爭力與經營管理學術研討會

10屆（2015 / 05 / 01）

161 - 190

英文

Decreasing birth rate has severe impact on school enrollment rate in Taiwan. Understand social network usage habit of young Internet generation is a first step in initiating an effective communication campaign. The SNA software NodeXL was used in this case study to (1) illustrate socio-grams of the ＂FJU AD Camp 2013＂ Facebook fan page; (2) outline components and linkage between nodes; and (3) calculate node-specific metrics to reveal the ＂hub＂ in information diffusion, in terms of breadth and width. SNA diagrams reveal: (1) weak tie help spread information out to other subgroups; (2) high betweenness centrality nodes were ＂bridge＂ for information diffusion; (3) high out-degree nodes help increase intensity of communication in the social network.