A Study on the Strategies of the Facebook Management by Politicians: The Case of the Ninth Legislator-at-Large Seats
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.
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