政治人物經營臉書策略之研究：以第九屆不分區立法委員為例

Abstract

經營網路社群行銷政策，與選民互動爭取認同及支持，已成為政治行銷的新興現象，然過去較少針對政治人物的網路行銷行為進行系統性探究，因此，本研究以不分區立法委員的臉書為觀察對象，探討其經營策略與類型，如何利用臉書設定議程 ; 形塑或影響民意 ; 與網友互動是否有不同模式等。這些問題的背後帶出許多資訊革命後民主政治質變的內容，均值得進一步比較與關注。在方法上，本研究整理第九屆 34 位不分區立法委員會期間臉書的貼文資料，利用 描述性統計 ; 平均數差異性檢定，輔以深度訪談，藉以分析不同立法委員在臉 書經營策略上是否有所差異。本研究發現如下：一 ; 立法委員的臉書大多委由 助理協助經營，但與本人經營相較，貼文留言 ; 分享 ; 按讚數並無顯著差異； 二 ; 經營策略因黨派 ; 年齡 ; 學歷 ; 擔任立法委員經驗（次數）而有顯著差 異；三 ; 貼文內容以時事議題居多，說明立法委員希望掌握議題設定方向，對時下議題有更多話語權，從平均留言 ; 分享數來看，民眾的確較願意在此類型 貼文上有更多回應；四 ; 本屆會期以《勞動基準法》修改相關貼文最易產生爭 議，儘管不分區沒有選票壓力，多數委員仍不願與民眾意見發生衝突，選擇理 性回覆或冷處理。最後，針對上述發現，本研究對立法委員臉書經營策略提出 相關建言。

In recent years, politicians have used Facebook to manage their own online communities, thereby marketing their own policies and interacting with the masses to gain the approval and support of voters. However, past research has not systematically explored the online marketing behavior of politicians. Therefore, this study used the Facebooks of legislator-at-large seats as an observation object to explore the strategies and types of politicians running Facebook, from which to study how politicians set agendas, shape or influence public opinion, and whether there are different modes of interaction with netizens and so on. As for methodology, this study used the Facebook posts during the session of the 34 legislators as observations, and used descriptive statistics, difference between means and in-depth interviews. The study found the following: (1) Most of the Facebooks assisted by the assistants, but there is no significant difference in the number of posts, sharing, and likes of the posts compared with the way they operate themselves; (2) Facebook’s operating strategy would be significantly different due to legislator party, age, education, and experience as a legislator; (3) The content of the post is mostly on current issues. This indicates that the legislator hope to have discourse power on relevant topics now, so as to grasp the direction of the topic. This is true from the average number of comments and the number of shares shared, and the public is more willing to interact with the legislator on this type of post; (4) In the current session, it is most likely to be controversial on the relevant post about the amendment of Labor Standards Act. Although the legislators have no pressure on votes, most of them are still reluctant to directly conflict with the public opinions. Most choose to respond rationally or coldly. Finally, due to the above findings, this study has made relevant suggestions for the Facebook management strategy of legislator.