花費時間經營臉書粉絲專頁值得嗎?

希臘Dr. Michalis Gerolimos 針對美國20所大學圖書館的臉書粉絲專頁(Facebook fan page)做了詳盡分析,得到一個重大的發現是,絕大多數塗鴉牆上的訊息(91%)沒有獲得到任何回應,有回應的則以按讚(like)居多(82%),大部分的留言都來自館內的同仁或校友,而不是原本的潛在目標對象。下面這段是Abstract:

This paper examines users’ comments on the Facebook pages of 20 American academic libraries and subdivides them into 22 categories. A total of 3,513 posts were examined and analyzed in various ways, including how many of the posts included user comments and how many had none; how many comments were included in each post; and what the percentage of user participation was on the library walls, in terms of “likes" and comments. The most significant findings are that approximately 91% of the posts do not include any comments, over 82% of user participation is expressed via the “like" functionality and most comments on academic libraries’ Facebook pages are not uploaded by prospective users (i.e., college and university faculty and students) but rather by library personnel, employees affiliated with the same institution as the library, and alumni.

其實臉書專頁的成效很難評量,因為它所帶來的效果可能是多方面的,不一定直接表現在活動出席人數或圖書資源使用統計上。但如果單就臉書塗鴉牆上使用的的反饋,相信會讓大多數圖書館失望,特別是將它視為一個 reach out的工具時。Gerolimos在結論中提到:

The study supports the conclusion that Facebook may never be a very effective marketing tool based on the fact that the 20 Facebook pages have, on average, a very small number of followers (mean number is less than 600 followers) and a librarian that quantifies the popularity of the medium (Facebook) to the number of followers for the library’s pages presented in Fig. 1, he is certain to conclude that putting much effort into using Facebook as an outreach/marketing tool is probably not worthwhile.

讓顧客主動推薦你:從陌生到狂推的社群行銷7步驟

我這二天在看一本書「讓顧客主動推薦你:從陌生到狂推的社群行銷7步驟」,作者 John Jantsch 於第1章就提到人們主動推薦的真相,這讓我想到 Facebook最大的影響就是推薦的力量了,不論是like 或 share。要讓使用者願意主動去推薦或在 Facebook上分享,我覺得應該要先提高使用者從圖書館所獲得的使用或活動體驗。Jantsch 的5個真相如下:

  1. 人們主動推薦是因為他們必須這麼做:基於人類生存形式、為了與他人建立關係,人們會有主動推薦的行為產生,同時也可累積作者所謂的 “社交貨幣"。
  2. 所有事業都有風險:所謂的風險就是推薦的結果是否如預期,所以在推薦前我們會有一個決策流程,分為理性與感性二方面。我的理解是,例如某產品在價格上與其競爭者差不多,理性上你不一定會推薦它,但因為它帶來從未有過的使用體驗,所以在情緒上你會找出一些理由來支持你推薦它。
  3. 沒有人會想談論無趣的企業:作者引用行銷大師 Seth Godin的一段話,如果把類似的句型套用到圖書館的服務,會不會成立?

    「市場從不談起你,那是有道理的,因為你很無趣。而且,很可能還是你故意把企業變成那麼無趣的:你的定價很無趣,因為這樣很安全;你的據點很無趣,因為不選擇這些地方就是瘋子;你的產品很無趣,因為這些就是市場想要的東西。」

  4. 一致,累積信任:作者的一段話:

    培養顧客的「推薦力」是一場長期的賽局,「推薦力」並不是「瞎貓碰上死老鼠」的偶發事件,而是一場經過精心規畫、準確計算的馬拉松賽 - 重複(repetition)、一致(consistency)與真實(authenticity),才能建立信任,才是推薦這件事的基本工具。

  5. 行銷是一個系統:我們可以主動要求客戶幫我們推薦給他/她的朋友,例如在服務完成後由人工或系統來寄發信件,鼓勵別人出於自身的考量,心甘情願推薦。我覺得圖書館有些活動也可以加入推薦的機制在裡頭,其實只要回顧一下所接觸過外面的行銷手法大概就可知道一二了。

由Facebook 粉絲專頁會寫到推薦,實在是有感而發,我知道外在商業行為不見得適用於圖書館,但或許從不同思考點出發,還是有一些東西值得學習的🙂

延伸閱讀:
D-Lib Magazine - Academic Libraries on Facebook: An Analysis of Users’ Comments
真的得非死不可嗎?

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