Abstract
Facebook’s penetration is so high, especially in Taiwan, that more and more enterprises create their fan pages to get closer to their customers, or potential customers. Enterprises expect to deepen their relationships with fans, to know their preferences, and create values by using Facebook. Since enterprises needed fan pages management tips, there are more and more relevant research. However, many research results or practical suggestions may not apply to enterprises in different industries. Companies in certification and related industries provide professional services such as composing standards, management system certification, product testing, and verification. Main companies in certification related industries all have their fan pages on Facebook, but there is no related research for the industry. Therefore, the purpose of this study is to explore how an organization in certification industry can run a fan page on Facebook and get value from it. This study is composed of two parts. The first part gather Facebook fan page management tips for professional service providers from journals, books, and internet. The second part use the case study approach to observe several fan pages to find suitable management tips for companies and organizations in certification related industries. The following conclusions were drawn: (1) Content of posts: Fan pages in certification related industries use knowledgeable information and news as the main content to attract fans. Marketing materials are usually covered with useful information or entertaining activities. (2) Fans response and interaction: Fans prefer posts that are related to them or entertaining. However, companies in certification industry deals with various topics and issues. Most fan pages provide information in different topics to meet the needs of fans in different sub-groups. (3) Form and language of posts: Readability is important. It is better to have graphic to go with text. Use spoken language to post and reply fans’ message in a friendly and positive manner. (4) Fans demand meet: Most fans join fan pages in certification industry to get information, and sometimes be entertained.