公共圖書館讀者社群媒體行銷資料分析──以國立臺灣圖書館Facebook粉絲專頁為例

Analysis of Social Media Marketing Data for Public Library Readers : A Case Study of National Taiwan Library Facebook Fan Page

社群媒體的即時互動性及廣大的用戶使其成為最有影響力的行銷平臺之一，因此許多圖書館也利用社群媒體行銷其館藏和服務。為了瞭解國內公共圖書館社群媒體內容與顧客參與之間的關係，本研究以國立臺灣圖書館Facebook粉絲專頁為研究對象，整理歸納2020年1月至2021年12月所發布的709則貼文並進行分析。本研究以平均觸及人數及平均按讚留言分享次數來分析貼文內容與粉絲互動之情況，分析結果反映，貼文的觸及人數與按讚留言分享次數相關度高；含圖像或影片的貼文獲得粉絲較高的互動次數。最後依據研究結果，提出相關建議。

Social media is one of the most influential marketing platforms due to its real-time interactivity and wide range of users, so many libraries also use social media to market their collections and services. To understand the relationship between social media content and customer engagement in public libraries in Taiwan, this study uses the National Taiwan Library's Facebook fan page as the target population and summarizes and analyzes 709 posts published from 2020 to 2021. The average number of reachers and the average number of likes and shares were used to analyze the interaction between post content and fans. The analysis results show that the number of people reached by a post is highly correlated with the number of likes and shares.; posts with images or videos receive a higher number of interactions from fans. Finally, based on the results of the study, we propose relevant recommendations.