口筆譯員的粉絲專頁－個人行銷行不行？
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2016
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社群媒體的出現與興起,顛覆了傳統網路的溝通方式,其中又以 Facebook 最受矚目,會員成長最為快速。Facebook 在其平台上所提供的粉 絲專頁介面,除了讓品牌行銷看到了一股新的商機外,更讓個人有機會得以藉 由進行個人行銷。個人可以透過在粉絲專頁上張貼的文章和內容打造個人希望 的形象,而且個人行銷再也不會侷限於名人或者知名的運動員,就算是素人也 有機會在自己的專業領域中透過粉絲專頁來展露自己。近年來,口筆譯員也開 始設立個人的粉絲專頁,從專頁上的各種貼文,可以發現口筆譯員的工作模式 和最新的科技等。目前尚未有文獻探討在口筆譯產業中,口筆譯員架設粉絲專 頁的概況,因此本研究採用網路個人行銷、社群媒體和針對口筆譯員使用部落 格的相關文獻,整理出四大面向,從動機、網路上的身份、個人行銷和印象管 理來探討口筆譯員使用粉絲專頁的概況。進一步以一對一深度訪談,讓口筆譯 員能夠進一步針對四大面向闡述個人的看法,了解口筆譯員使用粉絲專頁的具 體情況及背後緣由,究竟個人粉絲專頁能否有助於口筆譯員達成原本架設專頁 的目標。每位受訪者的背景、初衷各有不同,開展出不同的使用方式。一探現 今社群媒體爲顯學的當下,粉絲專頁對口筆譯員帶來的改變和影響。
The rise of social media has dramatically changed the way we communicate. Facebook has been leading its way to the top among other social media platforms. With its new fan page function, Facebook not only provide a new approach for brand marketing, but a new platform for personal branding as well. Individuals can create a desired personal impression through posts and images on fan pages and gain more exposure for themselves. When translators and interpreters starts to set up personal fan pages, their posts describe working conditions, emerging technologies and indicate how translators and interpreters are working in the 21st century. The study analyses these fan pages from four perspectives, including motivation, personal identity, online personal branding and impression management. Personal marketing strategy apparently play a crucial role in the this evolving process. Each fan page’s owner has different background and motivation leading to various marketing tactics.
The rise of social media has dramatically changed the way we communicate. Facebook has been leading its way to the top among other social media platforms. With its new fan page function, Facebook not only provide a new approach for brand marketing, but a new platform for personal branding as well. Individuals can create a desired personal impression through posts and images on fan pages and gain more exposure for themselves. When translators and interpreters starts to set up personal fan pages, their posts describe working conditions, emerging technologies and indicate how translators and interpreters are working in the 21st century. The study analyses these fan pages from four perspectives, including motivation, personal identity, online personal branding and impression management. Personal marketing strategy apparently play a crucial role in the this evolving process. Each fan page’s owner has different background and motivation leading to various marketing tactics.
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口譯, 筆譯, 社群媒體, 粉絲專頁, 個人行銷, Facebook, social media, Facebook, fan page, personal branding, interpreters, translators