檔案館臉書與使用者互動之內容分析

A Content Analysis of the Communication Between Archives and Users with Facebook

隨著網路資訊深入社會大眾生活中，檔案館運用社群媒體傳播館藏資訊與服務日益普及，社群網站可促進檔案館與使用者溝通，塑造親和形象。目前檔案館多倚重臉書（Facebook）網站，經營與使用者之間的資訊交流，臉書載文內容形式與互動策略，將影響使用者對於檔案館之觀感。故本研究以美國、英國、澳洲國家檔案館以及我國之檔案管理局、國史館與國立故宮博物院之臉書粉絲專頁為分析對象，針對臉書專頁呈現之資訊與使用者互動情形進行網頁內容分析，觀察記錄各館2015年10月至12月間所有貼文之回饋速度、動態更新頻率、發布內容主題、留言形式與分享程度等特性，探討檔案館經營臉書與使用者互動衍生之優劣問題，最終歸納結論與建議，提供檔案館經營臉書粉絲專頁之參考。

With the public life deeply immersed in the Internet, it is more popular to take advantage of social media to disseminate collection information in archives. Social media can facilitate communication between archives and users and shape the friendly image of archives. Currently, most of the archives have used Facebook to disseminate information with users. The content format and the interactive strategies of Facebook utilizaion will affect users' perception of archives. This paper focused on content analysis of information presentation and user interaction on pages, and the US National Archives, The National Archives of UK, National Archives of Australia, and National Archives Administration, Academia Historica, and National Palace Museum in Taiwan were taken as samples to make comparisions. The immediacy of feedback, update frequency, usefulness of information, comment form and sharing features of these archives from October to December, 2015 were analyzed for discussing the pros and cons of operating Facebook in archives. Finally, the conclusions and suggestions will be proposed for archives reference.