The Influence of the Facebook fan page on NPO marketing_as Haiqing NPO an example

• Main Authors: LIN,FANG-RU, 林芳如
• Other Authors: SYU,CYONG-WUN
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/7p3vgz

碩士 === 國立高雄應用科技大學 === 資訊管理系碩士在職專班 === 104 === Abstract Along with the continuous creation of new trends brought on by technology and the world-wide web, there has also been a drive towards social group marketing, with active participation by non-profit organizations (NPOs). According to Internet World Stats (2010), world-wide Internet usership has surpassed 1.96 billion people. In Taiwan, the number of Internet users is now more than 16 million, giving the Internet great levels of influence. When NPOs have to work with limited resources, they may aim to make use internet social groups with large memberships for a quick, convenient and low cost way to publicize the organization and benefit from internet marketing. This research follows a case study method, focusing on the Pingtung Hai Guanfang NPO and the most widely used social networking site, Facebook. The Hai Guanfang fan`s page is used as the research platform in this study. Every day in Taiwan more than 10 million people use Facebook; which is approximately four out of every 10 people in the country. At the center of this research are the Facebook fan pages which keep on growing without stop. An online observation and collection of data on posts is conducted with aggregated analyses of strategy and operation performances. An investigation is also conducted into the difficulties met and responsive measures taken through the operation processes. Looking at Hai Guanfang social media marketing operations, focus is given to the question of whether or not the use of their Facebook fan page for Internet marketing is an important key to success. It was discovered that, with respect to the social group operations of the Hai Guanfang Facebook fan page, when transferring followers between personal pages and the fan page, the sharing and re-post mechanisms were used to get high levels of exposure. However, they were unable to successfully transfer the original personal page populations into the fan page.