Social Media Marketing in the Public Sector ─ Evidence from NPA4U Fanpage.

• Main Authors: Yi-Sheng Chung, 鍾易昇
• Other Authors: 邱明斌
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/73rt68

碩士 === 國立中興大學 === 國家政策與公共事務研究所 === 106 === Social media marketing, which make use of social networking service as a route, achieve the purpose of marketing by the connection and sharing between users. Sinse social networking service was popular in Taiwan, public sectors also use the social networking service as a conduit for communication with the public, and the fanpage of Facebook is the most of all. NPA4U fanpage is operated by lieutenant working in the National Police Agency. The original meaning of NPA4U is the opinion platform between the Director-general and police officers, but it is surprising to become a communication channel of policemen and people. Now, NPA4U is a popular fanpage for policy propaganda. The reason of choosing NPA4U being the case is based on the government''s own operation, fan page as the policy orientation, and a large number of fans. In the light of this, in order to realize the communication situation between public sectors and people on the fanpage, this research takes NPA4U as the case, find posts written from April 3rd 2015 to September 19th 2017 as the range of research, and using content analysis method as the way of research. The research takes marketing type, public consultation, modes of presenting, length of posts, and time of written as independent variables, and takes fan’s reply, fan’s suggestion, standing by National Police Agency, and consenting contentof posts as dependent variables. The research also compares NPA4U management with the fan page management skills. This research found that the advice of the fan page can’t be applied to NPA4U, because NPA4U is not the same as for-profit fan pages. NPA4U serves as a conduit for policy propaganda and exchanges of opinions among policemen, and the messages appearing on the fan page are more rigid, political and hard. At last, this research makes 4 suggestions: (1) Using videos can help the post spread. (2) Share posts from popular fanpages. (3) Making public consultation in the posts can get more advice. (4) Using popular character in the post can get a good response.