| Summary: | 碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 102 === Facebook is probably the most influential social medium in Taiwan. Of its 2.3 million users, 1.5 million users are active users, and 1.1 million users use it on a daily basis. The development of various social media has offered a new approach to communication of health information. The health authority (Health Promotion Administration) can make use of social media to make up what traditional media cannot offer (including music, videos, and discussion forums) to reduce the medical cost and social burden through effective “prevention” of diseases.
In this era of “visual communication”, despite the power of copywriting, a single picture may say more than a thousand words. Hence, this study investigated the posts on Health Promotion Administration’s fan page based on the concept of “information richness” and discussed how “issue attitude” and “tie strength” are related to sharing of health information on Facebook. The current status of this fan page and Facebook users’ perspective and needs for health information sharing were also analyzed using “content analysis” and “focus-group interview” methods.
Results showed that Health Promotion Administration had a slightly poor performance on the frequency of posting and the frequency of interacting with fans on Facebook. Facebook is a social medium where interactivity and instantaneity are highly emphasized. Hence, Health Promotion Administration is advised to drop its one-way communication model and avoid using Facebook as its official site. It should increase its understanding of citizens and citizens' understanding of the Administration through more interactions in a two-way communication model. From the viewpoint of “fans”, a number of factors would be considered in their sharing of health information. In addition to “information richness” and “issue attitude”, they also considered the “tie strength” of their relationships with Facebook friends, self presentation, and privacy.
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