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題 名 | 愛滋防治網路活動成效初探--以2012年「獸性檢測器」臉書活動為例=Performance Analysis of a Facebook event for HIV/AIDS Prevention--The 2012 “Creature Detector” example |
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作 者 | 陳秋美; 何麗莉; 楊淑真; 劉士豪; | 書刊名 | 疫情報導 |
卷 期 | 29:24 2013.12.24[民102.12.24] |
頁 次 | 頁378-384 |
分類號 | 412.4 |
關鍵詞 | 臉書; 愛滋; 網路活動; Facebook; HIV/AIDS; Facebook event; |
語 文 | 中文(Chinese);英文(English) |
中文摘要 | 依據疾病管制署資料顯示,15-24歲新通報愛滋病感染人數有逐年增加趨勢,且感染者之危險因子以性行為為多,顯見「不安全性行為」是造成感染人數攀升及疫情年輕化的主因;而該族群為網路社群主要使用者之一,故疾管署以年輕族群為溝通目標,假該署「1922防疫達人」Facebook平台,於 2012年 6月 22日至 8月28日暑假期間推出「獸性檢測器」愛滋防治網路活動。該活動共計 14,153位網友參加,每人平均登錄活動網站約 2次,登入日期以週三為多,登入時間以下班(課)及夜間為高;該活動增加「1922防疫達人」Facebook粉絲達 18,670名,新增粉絲數男性(63.0%)多於女性,以 13-24歲粉絲(52.1%)占所有年齡層最多,另以年齡性別交叉分析,各年齡層之男性粉絲成長率均高於女性,以 13-17歲男性粉絲成長率(1,582.9%)最高。活動期間「談論」粉絲專頁數由每日平均 180人提升至約 900人,其中 13-24歲粉絲談論專頁數平均值由約 30-40人上升至 320人,提高約 8倍。該活動成果顯示,針對目標族群設計適合的網路活動,能觸及風險溝通對象,進而改變粉絲團組成型態,另也藉此活動瞭解所經營臉書之粉絲習性,未來將運用最佳時間發文及活動推廣,以助訊息露出及轉載,強化宣導效應。 |
英文摘要 | According to statistics from Taiwan Centers for Disease Control (Taiwan CDC), 15-24 year olds have shown an increase of new HIV infections in the recent years. Due to the fact that the main risk factor of the infected persons is sexual behavior, this shows that “unsafe sex” is the main reason behind the increase in infected persons and the drop in infected age; this group is also the main social network user. Therefore, the Taiwan CDC set the young age group as the targeted audience, and set up the “1922 Epidemic Prevention Experts” Facebook page, and promoted the “Creature Detector” HIV/AIDS prevention event during the summer vacation of 2012 from June 22 to August 28. A total of 14,153 users participated in this event with an average of 2 logins per person, most on Wednesdays and after office/class hours. This event increased 18,670 fans of “1922 Epidemic Prevention Experts” Facebook page. Of the newly-joined fans, male (63.0%) exceeded female, with the most from the 13-24 year age group (52.1%). Cross-analyzing age and gender, male fans growth from all age groups also exceed those of females, with the highest growth rate being male fans between 13-17 years of age (1,582.9%). During the event, “Talking about this” on the page increased from 180 persons every day to 900, showing an eightfold increase. The results of the event show, aiming at target groups in designing suitable web events can contact with high risk subjects and change the formation of the fan page; in addition, this event also allows us to understand how to manage a Facebook fan page. In the future, the best timing for posts and event promotion will be used for the spreading of information and shares to enhance the effectiveness of the promotion. |
本系統中英文摘要資訊取自各篇刊載內容。