非營利組織社群媒體行銷運用之研究－以Facebook為例

The Study of Social Media Marketing for the Nonprofit Organizations: A Case Study of Facebook

10.6822/CTUST.2011.00020

陳尊鈺

Facebook粉絲專頁 ； 社群媒體行銷 ； 非營利組織 ； Facebook fan pag ； social media marketing ； nonprofit organization

中臺科技大學文教事業經營研究所學位論文

2011年

碩士

蔡美輝

繁體中文

據Internet World Stats（2010）統計全球網路使用人數總量已超過19.6億人，台灣的上網人口則超過1千6百萬，網路已成為極具影響力的第四媒體。愈來愈多人運用Facebook、YouTube、Twitter、Plurk等社群媒體在網路上表達意見，集合成龐大的社交圈。其即時互動性、精準的傳播力與低成本等特性，是企業重建顧客關係、打開知名度、贏得口碑的最佳平台。本研究以當前使用者最多、上線人數最高的Facebook粉絲專頁為研究核心，挑選經營用心且深具代表性的非營利組織為個案研究對象，除深度訪談其Facebook粉絲專頁主要經營者外，同時進行線上觀察與文件資料之蒐集，彙整分析其所採行的策略及運作績效，找出成功關鍵因素，並探究運作過程所遭遇的困境與因應之道，最後綜合對國內非營利組織社群媒體行銷提出可供參考之建議。研究發現國內非營利組織對於社群媒體行銷之重要性覺知不足，未落實行銷策略管理，遭遇許多困境其主因乃行銷知能不足，運用FB粉絲專頁進行社群媒體行銷績效受肯定但評估不易，「價值」與「行動」為成功關鍵因素。

According to statistics in 2010, the number of internet users has surpassed 1.96 billion. In Taiwan, the total number of internet users is more than sixteen million such that the internet has already become the fourth most influential media in our daily life. More and more people use social media, such as Facebook, YouTube, Twitter and Plurk, to express their personal opinions and create large social circles on the network. With the advantages of real-time interaction, low cost, and precise communication, social media is becoming the best platform for companies to develop customer relationships, increase brand awareness, and spread word of mouth. This study explores the effect of the social media marketing strategies of five NPO’s Facebook fan pages. By conducting in-depth interviews with the network web managers and analyzing these five fan pages’ on-line documents resources, the key success factors and difficulties of social media marketing are further investigated. Based on the interview results and practical literature review, specific recommendations are obtained to improve the development of NPO’s social media marketing. The results show that the NPOs in Taiwan are not aware enough of the importance of social media marketing. Those organizations encounter many difficulties because they don’t have enough (profound) knowledge and abilities of marketing and yet they don’t make the marketing strategy management into practice. The significant marketing effect of using Facebook fan page is confirmed but it’s not easy to evaluate. The fans’ values and actions toward the products are the key factors of success.

1. 陳昀彤(2016)。台灣南部私立大專院校臉書粉絲專頁溝通效果之研究。義守大學管理碩博士班學位論文。2016。1-94。