Abstract
Taiwanese membership of Facebook has exceeded 9.5 million in May, 2011. This fact makes it becomes the most successful social network sites in Taiwan, equipped with many social functions, Facebook acts as a new marketing platform for business. Among them, the Fan Page is the most forward-looking function. According to its official statistics, there are more than 1.6 million Fan Page profiles, attracting more than five hundred million people to utilize it. Fan Page allows corporate to process two-way interaction with consumers, to perform in-depth brand communication, to market products and services and to establish a long-term relationship with their fans. But, few companies can successfully work on Fan Page. Therefore, the purpose of this study is to find out Fan Page's critical success factors as well as effective operational methods, and to give corporates some practical recommendations. With depth interviews, secondary data collection and participant observation this study uses two theories of virtual community to analyze three successful cases, and it comes up with the following main conclusions:(1) Brand awareness may play an important role in the early stage of performing; yet, actively and emotionally interacting with customers and hard-working management are moer crucial; (2) The Fan Page’s contents are very important. The contents should be valuable to fans; (3) Gifts, promotional activities are the key factor to attract consumer continued participation in Fan Page; (4) If Facebook Fan Page can link with other SNSs(YouTube、Twitter、Plurk), it could enhance corporate value and attract more fans to follow it; (5) Treat your fans sincerely and never deceive them. Whichever positive or negative comments the operator should give feedback to. Keywords: Virtual community, Social Network Sites(SNSs), Facebook, Fan Page, Web 2.0