Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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Development of a Facebook Fan Pages Analysis System to Improve Public Relations Effect

홍보 효과 증진을 위한 페이스북 팬페이지 분석 시스템 개발

  • Choi, Minseok (Dept. of Management Information Systems, Sahmyook University)
  • 최민석 (삼육대학교 경영정보학과)
  • Received : 2015.10.22
  • Accepted : 2015.12.20
  • Published : 2015.12.28
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Abstract

Appearance and rapid growth of the social network services (SNS) have led to changes in the distribution structure of information. Consumers can obtain various information quickly via the social network services and companies make use of a new advertising channel in them. In order to increase the effect of publicity activities through the social network services, development and application of public relations strategy by evaluating and analyzing the results of the activities is required. In this paper, a method for developing a low cost system to evaluate and analyze the results of public relations through the social networks is proposed. The proposed method was verified through building and running a demo system to collect and analyze data in the Facebook fan pages using MySQL database and PHP script on a Linux server.

소셜 네트워크 서비스의 등장과 급속한 성장은 정보의 생산과 소비로 이어지는 유통 프레임의 변화를 가져왔다. 소비자들은 소셜 네트워크를 통하여 다양한 정보를 빠르게 얻을 수 있게 되었고 기업은 소셜 네트워크를 홍보 채널로 활용하고 있다. 소셜 네트워크를 통한 홍보 활동의 효과를 높이기 위해서는 홍보 활동의 결과를 평가하고 분석하여 홍보 전략을 수립하고 적용하는 과정이 요구된다. 본 논문에서는 낮은 비용으로 소셜 네트워크를 통한 홍보 활동의 결과를 평가하고 분석할 수 있는 시스템 개발 방법을 제안한다. 리눅스 기반 서버에 MySQL 데이터베이스와 PHP를 이용하여 소셜 네트워크상의 대표적인 기업 홍보 채널인 페이스북 팬페이지 데이터를 수집하고 분석하는 시스템을 구축하고 운영하여 제안된 방법의 효율성을 검증하였다.

Keywords

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