Web 2.0 概念的開放、即時、互動、同步、多元的資訊傳遞方式創造出更多的群體價值。社群網站讓組織與使用者的互動更加密切，公眾接觸的概念興起，本研究政府部門的臺北市立動物園與社會企業網路媒體社企流個案，均為良好的公眾接觸個案。越來越多組織應用社群網站的程度，依據在於長期來看，社群網站創造多少效果。因此本研究從資訊系統層面、使用者層面與組織管理層面的文獻檢閱，探討社群網站對於各部門組織的重要性、目標與效果。加入Web 2.0的特性所建立效能衡量架構，檢視社群網站對兩研究個案所帶來的效果與經營策略。 研究設計兼具量化與質化的混合方法，透過量化網路問卷蒐集使用者態度，從資訊系統層面的系統品質、資訊品質、服務品質，以及使用者層面的公眾接觸、社會影響等構面，以多元迴歸模型，探討資訊系統滿意度、使用者忠誠度與顧客關係目標等使用者態度。並以質化深度訪談組織內部，從交易成本與組織創新等理論，探討組織如何導入社群網站、管理的過程、分工、評估與策略等。 研究發現，資訊系統層面顯著提升資訊系統滿意度，但對於使用者忠誠度與顧客關係目標無顯著關係；資訊品質對使用者態度沒有顯著關係。在第三部門意指使用者認同其理念，社群網站的介面和管理相對不重要。在政府機關，系統品質對於資訊系統滿意度以及使用者忠誠度皆有顯著影響，顯示政府在Web 2.0時代，社群網站管理者已能掌握資訊傳播的系統品質。使用者層面的公眾接觸與社會影響均具有顯著關係，其中公眾接觸構面的涉入與共同創造為最良好的解釋變項。在社會影響構面，在描述性統計評價最低，但與使用者態度有顯著關係，其中公眾形象為良好的解釋變項。使用者態度的顧客關係目標，資訊傳播最容易達成，實際行動與深化關係相對較難。組織管理層面，發現社企流為有機式組織，可以快速應變環境變化，待改善者為組際間合作。而動物園優勢為機關長官支持與跨組室推動，待改善為上級機關仍不熟悉Web 2.0，難掌握民意溝通管道。 從研究發現可以歸納出各部門均可適用的社群網站經營核心，包括「社群」、「內容」、「管道」。實務建議包括鎖定粉絲專頁的目標族群、虛實整合、提升公眾接觸、加強人際網絡建立、深化關係等。經營策略包括精美圖片、回應使用者問題、提供穩定與精彩的資訊內容、配合時事話題、異業合作等。 / In recent years, Web 2.0 has been the buzz word for the field of e-governance due to its openness, immediacy, and interactivity, which facilitate a more collective and effective networking life of the population. In this thesis, author reviews the literature from information system design, civil engagement, and organizational management to research on the importance, objective, and effectiveness of social media usage and its impact on non-profit organizations. Author selects two cases, Taipei City Zoo (the first sector) and Social Enterprise Insights (the third sector), to investigate and compare them to answer questions concerning the objective and effectiveness of utilizing social media. In this research, a mixed-method approach is adopted to collect both quantitative and qualitative data. An on-line questionnaire was administrated to users of both Facebook Fan Pages and in-depth interviews with organizational staffs. According to literature reviews, the research framework contains two dimensions: information system (system, information and service quality) and civic engagement and social influence on users. Author uses multiple regression to analyze users’ subjective responses. Findings are as follows. First, information system dimension contributes to merely information system satisfaction and information quality is no significant. Second, users’ dimension is significant, but social influence is the worst in descriptive statistics. Third, compared to deeper engagement and take action, communication of information is easy to obtain. Forth, in the organizational management dimension, SEI is an organic organization to adapt the changing environment. Manager support and cross- unit execution cause good-use of social media in the zoo. From this research, practical advices to social media “page masters” contains three main parts. First, the keys to manage social media are community, contents, and channels of communication. Second, the managing goals are focusing on target group, integrating virtual with real world, promoting civic engagement and establishing interpersonal network. Finally, the strategies are utilizing eye-catching pictures, promptly responding to users’ questions, and stable provision of interesting contents.