社群參與之活化

The Activation of the Social Media Participation

為了更貼近消費者，企業紛紛投入人力物力經營社群，社群行銷因而成為近年的顯學。固然有不少企業獲得良好成效，卻有更多企業的網路社群形同虛設，幾乎無消費者參與，或縱有粉絲，卻是微弱的發聲和互動。面對空屋般的社群，如何予以活化乃成為重要的經營課題。雖然已有研究從不同構面提出相關建議，卻少有從實務角度進行整合探討。本研究從提高有效的社群參與頻次和加強社群參與層次的角度，探索活化社群參與所涵蓋的構面、步驟及關鍵要素？透過文獻探討及深度訪談不同產業的領導品牌、國際性媒體代理商和數位行銷專家，本研究建構出「TRACE社群行銷策略模型」，其中包含：Target目標設定、Relevance受眾關聯、Approach貼近接觸、Complement整合互補、Engagement參與互動五大構面、十四項關鍵要素，將有助於建立社群行銷的正確思維，指引明確做法，並有利於社群參與之活化。

Although businesses are investing a tremendous amount of resources in social media marketing, but the effects are limited. Solutions and strategies are urgently required to deal with users becoming more rigid. Therefore, activating the user's participation has become an important issue. Despite various suggestions offered by related studies in the past from different perspectives, systematic integration from a practical standpoint remains lacking. Therefore, this study is designed to explore the dimensions that marketing strategies should cover in order to engage user participation from a practical approach and identify the key elements and steps to be taken. Through reviews of relevant literature and qualitative analysis of in-depth interviews with experts and representatives of leading brand names, international media agents and digital marketers, the author has constructed a “TRACE social media marketing strategic model”, which comprises components including “Target”, “Relevance”, “Approach”, “Complement” and “Engagement” in addition to 14 key factors that will assist businesses to foster the right concepts to energize social media users from the perspective of increasing their effective participation frequency and depth while formulating a suitable blueprint for their own social media marketing strategies to achieve optimal results.