非營利組織社群媒體的健康資訊傳播：以某醫學大學醫療體系健康公益粉絲團經營為例

Objectives: One healthcare system in Taiwan has built fan pages on Facebook for their hospitals since 2012 including ＂Walking for Health with ten thousand people,＂ ＂Prostate Protection＂ and ＂Breast cancer prevention＂ to improve the public's health-related knowledge and promote public's healthy behaviors by providing accurate health care information. This study investigated the characteristics of fans of three fan pages, the interactive patterns and contents of post in the three fan pages. Methods: Three Facebook fan pages were selected for qualitative analysis. We used Facebook's built-in analytics tools and social network analysis tool Peekur for analyzing contents, and examining differences among years with word cloud method. Results: The gender and age distribution were indicative of certain characteristics displayed by the fans of the three Facebook fan pages. Combining current issues and celebrity endorsements with topics such as sexual behavior and mental health was more likely to increase interactive participation among the fans. During 2012 to 2017, fan pages have adopted different strategies to accommodate the habits of fans and changes in Facebook's algorithm, such as reducing number of posts to one post a day. Conclusions: The results of this study show that non-profit organizations can employ social networking websites to promote health knowledge. Non-profit organizations can utilize the low-cost and interactive features of social networking websites, effectively engage the public on different topics, and provide accurate health information to the public.