| Summary: | 碩士 === 國防大學政治作戰學院 === 新聞碩士班 === 101 === The rise of social media in recent years presents opportunity as well as challenge to enterprises and government. In other word, they have to change the way they are doing business. Ministry of National Defense (M.N.D) set up a fan page in Facebook titled “The Military Spokesman” Facebook fan page to publicize military-related public affairs. This study is focus on how M.N.D manages to communicate with the general public, responds to negative messages and improves the fan page platform in order to construct an operational mode of public relation strategy for the social media.
This research adopted the concept of two-way communication in “excellent public relations theory” to conduct a case study on “The Military Spokesman Facebook fan page” and used in-depth interview approach to analyze the ways how the companies social media work through literature analysis.
The results showed the official Facebook fan page of the M.N.D. is only a one way communication channel and needs to work on more aspects of social networks.
The study suggests that the management of Ministry of National Defense’s official Facebook fan page should toward standard, systematic and strategic; information-posting strategy should be well-organized and focusing on timeliness; besides, M.N.D should establish more diversity channels on Facebook to attract public’s interest, and consider the possibility of applying social media in natural disaster rescuing mission purposes to initiate new dimension of social media.
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