在台灣，社群網站的到達率已高達97%，使用者人數為1154萬，顯示社群網站已作為大眾重要的資訊來源管道之一。社群網站獨有的互動性及對話性，使其成為企業和非營利組織公關人員與公眾溝通有效溝通平台。 　　本研究針對國內非營利組織的在Facebook社群網站運用進行探討，透過質量化並行的方式，探究國內非營利組織如何運用Facebook粉絲專頁與公眾溝通的現況。透過回顧關係經營策略，建立分析項目，利用量化的內容分析，理解非營利組織如何透過社群網站發布訊息，以及組織的區域性、服務類型及規模要素之不同，是否影響其策略運用程度的差異性。關係經營策略主要包含七個取向為：可接近性、正面性、開放性、保證、關係連結、任務共享、職責展現。另外，透過質化深度訪談八家非營利組織，進一步理解非營利組織在關係策略選用背後考量和可能造就策略選用差異的原因，和現下經營操作模式。期許透過描繪台灣非營利組織運用社群網站進行公眾關係經營的現況，供非營利組織公關人員在擬定社群網站溝通策略時，能有參考的藍圖、思考未來可繼續發展的關係溝通策略。 　　本研究以《非營利組織名錄》為樣本清單，篩選出符合研究非營利組織定義之單位，最後選定1423家組織抽樣出710家。發現710家中有六成組織設立粉絲專頁，而設有粉絲專頁中的組織則有七成能持續穩定經營。研究結果發現，在關係策略中以開放性、可接近性及關係連結的運用程度最高；非營利組織之服務類型不同在關係策略運用上無顯著差異，而組織區域性、員工人數及年度經費規模，則對於部分關係策略程度有顯著差異。在關係策略當中與公眾回饋行為相關性最高前三項則為任務共享、保證及正面性。本研究認為，非營利組織雖已形成一套粉絲專頁經營模式，然而如何進一步運用較能引發公眾回饋的關係策略，實為一重要的課題。

網路技術的快速發展，使人與社會的接觸從實體走入虛擬，人與人之間的交流互動，可以透過社群媒體與網站進行意見的交流與資訊，政府單位、典藏機構與公眾人物等具有群眾號召力之訊息發布者，莫不透過網路社群的功能，達成資訊的成功傳遞。典藏機構是一般大眾最為信賴的知識傳播者，隨著社群網站成為主流的資訊中介站，檔案館也開始在2008年設立Facebook粉絲專頁。有鑑於Facebook具有資訊傳播效益，能提升檔案館與使用者意見的直接溝通。本研究旨在瞭解國內外檔案館Facebook粉絲專頁的互動經營模式，透過內容分析、深度訪談與問卷調查法，以不同的角色探討檔案館Facebook的經營策略與網路使用者的互動需求。 本研究以媒介豐富度的指標為基礎架構，透過內容分析法，觀察國內外6所檔案館Facebook粉絲專頁2015年10月至12月間579則貼文的發布頻率、主題內容與互動率，另輔以深度訪談法，探討檔案館Facebook經營者的貼文回饋速度、多元化內容提示與語言多樣性，瞭解國內檔案館Facebook粉絲專頁的經營維護政策。最後採問卷調查法，分析123份有加入檔案館Facebook之使用者對於該社群網站經營狀況的看法，及其認為檔案館最需要改進的地方。 研究結果發現，雖然檔案館的Facebook發文頻率偏高，但卻無法引發使用者共鳴，同時，使用者也認為檔案館之留言回饋率過低，不符需求。由內容分析與深度訪談結果得知，檔案館Facebook粉絲專頁經營者希望借助該社群網站的易用性與即時性，進行該館活動的推廣，而從Facebook頁面中，則可以發現互動率最高的媒體類型分別為相片、影片與連結。問卷調查部分，檔案館的Facebook使用者較能接受口語化的撰寫方式，且其亦會依據貼文主題的不同，給予不同程度的互動。本研究建議檔案館Facebook可提供豐富的多媒體貼文內容，透過符合使用者需求的內容包裝方式，讓兩者的互動更為積極。 / With the advent of the Internet, social networks afford an opportunity to make information much more broadly available and make direct contact between administrators such as governments, libraries, archives, museums and internet users. Library, archives and museums are the most trusted information suppliers. With the concept of becoming a communication intermediate, archives around the world started to create Facebook Pages since 2008 for extending communication channel with users of archives. The purpose of this research is to investigate the public communication and operating status of archives on Facebook. This research collected data from analyzing the media richness on the Facebook posts from US National Archives (U.S.), The National Archives (U.K.), National Archives of Australia and 3 public archives in Taiwan during October 1 to December 31, 2015. Besides, also used in-depth interview with archivists who managed the Facebook Pages to understand the operating policies of archives. Furthermore, questionnaire survey was conducted to capture users’ access behavior and analyzed the users’ barriers. According to the results, most of the users stated that, although archives have tried very hard to keep up with the trend, failure on reaching consensus between users’ need and administrative costs and effectiveness were a big problem. Facebook followers considered insufficient communicating cannels and lacked of immediate feedback reduced the satisfaction on the presentation of Archives’ Facebook. With content analysis, this study found that the media which could cause highly interaction were photos, videos and links, even the spoken text markup language were more acceptable by Internet users. This study suggests that archives should deliberate to provide more posts with multiple types of clues. Through the process of modifying original transactional messages, the communication between archives and users will be more effective.

Web 2.0的時代來臨，「人」成為網路世界的主角，網際網路世界的雙向人際互動受到重視，近年來，越來越多社群網站出現在我們的生活當中，成為現代人溝通連絡的主要管道之一，其中又以2004年創立的Facebook使用率最高，目前已累積約8億的使用者，成為會員數成長最快的社群網站。由於大量的用戶及快速的消息傳播速度，企業開始透過在Facebook設立粉絲專頁來行銷宣傳，與顧客建立關係，而博物館雖屬非營利組織，但為了與日漸多樣化的休閒機構競爭，行銷成為經營重點，因此亦紛紛跟隨潮流架設起專屬的Facebook粉絲專頁，希望能藉此進行網路社群媒體行銷。 本研究藉由個案研究法，線上觀察世界四大博物館─紐約大都會藝術博物館、羅浮宮博物館、大英博物館、國立故宮博物院的Facebook粉絲專頁經營模式，分析比較各個博物館的粉絲專頁內容，評估其是否符合過去文獻所整理的Facebook成功經營要素，並採用粉絲數及談論率做為衡量指標評估營運績效。研究結果發現各博物館發文內容多與博物館展覽和館藏文物相關，且喜歡採用文字搭配圖片方式發文；以營運績效而言，紐約大都會藝術博物館Facebook粉絲數量最多，但國立故宮博物院粉絲專頁的討論率最高，與粉絲互動較佳；同時，本研究亦發現四大博物館目前Facebook粉絲專頁的粉絲雖持續增加中，不過談論率相當低，顯示在經營績效並不佳，仍有許多改善空間，因此提出實務建議以供未來博物館營運Facebook粉絲專頁時參考。 / In the era of Web 2.0, the interaction among people in the Internet world becomes important. In recent years, there are more social network websites emerging in our life. This trend gradually changes our ways of communication. Among these social network sites, Facebook, with approximately 800 billion users now, grows the fast and is the most popular websites. Because of the large number of Facebook’s users and its quick speed of spreading information, many corporations have set up their own fan pages to do marketing and build relationship with customers. Non-profit organizations are no exception. Museums, in order to compete with the other recreational facilities, also establish fan pages on Facebook to promote themselves. This study chooses four world famous museums--Metropolitan Museum of Art in New York, British Museum, Musée du Louvre, and National Palace Museum to do case study. By observing and analyzing the contents of each museum’s fan page, and evaluating its performance through the number of fans and the ratio of “people talking about this,” the study assesses whether these four museums’ operation of Facebook is successful or not. The result shows the main contents of these museums’ Facebook fan pages are about exhibitions and most of information is released with words and pictures. As for the operation performance, Metropolitan Museum of Art in New York has the most fans, but National Palace Museum has the highest ratio of people talking about this, which means it has better interaction with fans. However, according to the result, the performance of Facebook of every museum is not satisfactory and there are lots of spaces to improve. Therefore, researcher gives some practical advice in the end of the study as future operational reference.

平台的興起改變了傳統消費模式，因此無論是在學術界或是實務界，強調互動的社群商務在近年來都漸漸受到重視。然而，從社群中內容經營者的角度出發探討社群商務經營狀況的相關研究不多；此外，社群商務與網路外部性的連結也相對缺乏，故本研究欲以台灣影響力最大之社群平台Facebook的粉絲專頁為例，探討社群商務「使粉絲變成消費者」的流量變現過程，供未來社群商務經營者參考。 本研究以學者Hagel & Armstrong（1998）提出的會員發展四階段作為研究架構，採個案研究法，選擇「傑利帶路 玩世界」與「I’m 布布媽咪／Chic KimBlake」為個案，透過深度訪談探討選擇個案從內容社群至社群商務的經營過程中，每一階段形成正向網路外部性的關鍵成功因素以及做法，並同時分析不同的訴求類型於粉絲專頁上的影響與效果。 研究結果顯示，在社群商務的整體經營中，人格力、社群力以及產品力為三大關鍵成功因素，並且依序在吸引會員（製造流量）、增加參與（集中流量）、建立忠貞（鎖住流量）三階段扮演關鍵角色，最終實現價值獲取（流量變現）的目的；除此之外，感性的訴求在社群商務前期扮演相對重要的角色，而訴求的有效性與社群商務提供的產品與服務類型並無直接相關。 / The new economics of platform changes traditional purchase process and reconstructs value chain, giving the market new business rules. Thus, social commerce which emphasize interaction between customers and operators has been widely discussed in recent years. Numerous studies focused on customer behavior in social commerce but barely discussed business operation of social commerce from platform operators’ perspectives. As a result, this study is aim at exploring the traffic monetizing process in social commerce operating. This study applies case study method, analytic frame is adopted from the Four Phases to Developing Sustainable Virtual Community of Prof. Hagel and Armstrong published in 1998. “JerryWalker” and “Chic KimBlake” on Facebook fanpage are chosen as the research targets. Start by in-person interview with each targeted cases and supplemented by second-hand sources, inspecting the process from solely content operating to social commerce operating, also analyze key successful factors in each phase; moreover, this study will also discuss different types of appeals’ influence in social commerce. The results of this study shows that “personality”, “community operation” and “product and service” are the three main key factors while building up a successful social commerce. Besides, these three factor correspond to Phase I-generate traffic, Phase- II concentrate traffic, and Phase-III lock in the traffic in order, through this process can monetize community traffic and reach positive network effect. Furthermore, emotional appeals show better effect in social commerce regardless of different kinds of provided product and service.