FB粉絲專頁流量分析──以食藥署「食用玩家-食藥署」為例   全文下載

The Analysis of Facebook Fanpage Traffic--A Case Study of TFDA Fanpage

Facebook（臉書）是21世紀訊息交流的重要平臺，政府機關運用Facebook粉絲專頁進行政令宣導與民意溝通，已是必然趨勢。本研究係探討影響食品藥物管理署「食用玩家-食藥署」Facebook粉絲專頁經營成效之因子（貼文主題、貼文目的、按讚數、分享數、留言數、觸及人數及互動人數）。分析2018年至2020年間共1,412筆貼文結果顯示：於總體貼文數部分，以貼文主題為「食品」及「其他」類占最多，貼文目的則為「衛教宣導」類最多，其中「其他」主題貼文的留言數及分享數顯著較其他類別高，以抽獎為目的之貼文其按讚、分享及留言都顯著高於其餘類別。在觸及人數與互動人數部分，「其他」貼文均顯著高於「食品」及「藥品」，以「公告」及「政令宣導」為目的之貼文顯著高於「衛教宣導」及「科普教育」。考量分析結果，未來食藥署可繼續即時透過粉絲專頁進行重要政策宣導，發布「衛教宣導」、「闢謠」及「科普教育」貼文時可著重考量主要客群感興趣的主題，以期獲得較高之觸及人數及互動人數。本研究結果可作為未來食品藥物管理署及其他政府機關經營臉書粉絲專頁之參考，以規劃更完善的貼文策略，將食藥醫粧相關正確資訊提供民眾，保障國人健康與消費權益。

Facebook is an important platform for information exchange in the 21st century. It is an inevitable trend for government agencies to use Facebook fanpages to promote government orders and communicate with the public. This study explores the factors that affect the operating effectiveness of the Taiwan Food and Drug Administration’s Facebook fanpage (post subject, post purpose, likes, shares, comments, reach and engagement). From 2018 to 2020 there were 1,412 posts. The analytical results show that: in the part of the total number of posts, the topics of “food” and “others” accounted for the most, and the purpose of the posts was “health education and dissemination”. Among all subject categories of posts, the number of comments and shares of “other” was significantly higher than other categories. As for purpose categories of posts, the number of likes, shares and comments of “lottery” was significantly higher than those of other categories. As for reach and engagement, the posts of “other” subject were significantly higher than those of “food” and “drugs”, and the posts for the purpose of “announcement” and “decree publicity” were significantly higher than those of “health education and dissemination” and “science education”. The analysis results revealed that in the future TFDA can continue to carry out important policy promotion through the fanpage timely, and focus on the topics of interest to the target audiences when publishing “health education and dissemination”, “rumor dispelling” and “science education” posts for obtaining a higher number of reach and interaction. The results of this study can be used as a reference for the TFDA and other government agencies to operate Facebook fanpages in the future, so as to plan a better posting strategy, provide the public with accurate information about food, drug, medical, cosmetic products, and medical devices, in order to protect the health and consumer rights of the masses.