| Summary: | 碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 100 === The purpose of this study was to investigate how companies use the Facebook fan pages to promote internet public relations(PR) activities, and to further review the operational strategies, implementation and effect evaluation. This study used case study method and semi-structured in-depth interviews, for example the “Try It” free of charge trial fans group, to clarify how business planning personnel do the internet PR, as well as the experience of participating group members. The results showed: (1) three characteristics of Facebook are the biggest advantage of implementing network public relations; (2) using the Facebook social community mechanism to integrate information could be a strategic focus; (3) focusing effect and the application of marketing strategy would be helpful to the growth of reputation; (4) assessment of the benefits is based on the observation of the number of fans, the number of fans increased and the network current capacity; (5) making good use of the social community activity mechanism contributes to exposure efficacy; (6) facilitating social community mechanism must have standard operating procedures. Finally, this study aims to provide more effective guidance and suggestions by operations of enterprise Facebook fan page.
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