| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 103 === Nowadays the flourishing development of social media sites has aroused topics of discussion on the management and marketing strategies of the sites. However, there is no such an adequately complete evaluation model to review the management of “fan pages” or to provide guidelines for fan pages considered poorly-managed to improve. This study, therefore, intends to have a deeper investigation into the performance of fan page management, and accordingly indicates the reasons for low performance and provides directions for improvement.
This study is based on 488 fan pages created for a certain person, which were selected from 2,017 data in the Taiwan Institute for Information Industry corpus, and serve as my research samples. 14 input and output variables are categorized from relevant literature. Various models of Data Envelopment Analysis (DEA) are applied to calculate the efficiency value of each fan page and the value difference across different period and the research outcomes are further reviewed using different analysis approaches: efficiency analysis, reference set analysis, slack variable analysis, and sensitivity analysis. Several benchmarks are then provided for the efficient to establish goals for their own improvement.
The research results indicate that the general efficiency value of management of the 488 fan pages is low, mostly due to low technical efficiency as well as a proportional imbalance between the number of input posts and that of output interaction activities. By means of DEA, 7 fan pages’ general efficiency value is calculated to be one, which means their management is considered efficient and is able to be regarded as norms of future development priorities for other fan pages, offering advice about strategy formulation to Facebook fan page managers.
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