在Facebook粉絲專頁中，粉絲是造成訊息傳遞的關鍵。本研究透過粉絲專頁中對訊息內容有回應的活躍粉絲，依照對粉絲專頁參與程度的不同，描繪粉絲的社會網路。具有意見領袖的粉絲為本研究主要研究的對象，根據多數中心性及近距中心性，將活躍粉絲依照凝聚力的不同，分成積極和不積極的活躍粉絲。再根據中介中心性，將積極的活躍粉絲依照擴散力的不同，分成專一的關鍵粉絲以及擴散的關鍵粉絲。並將粉絲專頁中的訊息內容分成評價性、資訊性、利益性、娛樂性四種類型，從中探討粉絲專頁不同參與程度的活躍粉絲對不同訊息內容的偏好是否有差異。
本研究從X遊戲公司的四個粉絲專頁中，找出對訊息內容有點讚行為的活躍粉絲，共22,064人。其中不積極參與的活躍粉絲共13,242人，積極參與的專一關鍵粉絲共6,451人，積極參與的廣泛關鍵粉絲共2,369人。研究結果顯示，不積極參與的活躍粉絲偏好利益性訊息，積極參與的專一關鍵粉絲和積極參與的廣泛關鍵粉絲偏好資訊性訊息，而這三種類型的活躍粉絲皆喜歡評價性訊息及娛樂性訊息。
因此企業在粉絲專頁上發布訊息內容時，若是要吸引關鍵粉絲注意，可以發佈資訊性訊息；若是要吸引活躍粉絲注意，可以發佈利益性訊息。但是粉絲專頁不能只針對這兩種訊息發布，還需要適時的搭配評價性訊息及娛樂性訊息。

Fans are the key of causing message passing in Facebook. This study depicts active fans’ social network through their responsed messages in the fan pages. This study finds the active fans having characteristics with opinion leader. According to different cohesion, devide active fans to positive and non-positive through degree centrality and closeness centrality. Then according to different diffusion, devide positive active fans to loyal and diffused through betweeness centrality. The messages in the fan pages have been divided into evaluation, information, interests, and entertainment four types. To investigate whether there are different preferences in the different participation of fan pages and different messages types.
This study finds the 22,064 of active fans that have point like to the messages in the X game company. There are 13,242 of non-positive active fans, 6,451 of positive loyal active fans, 2,369 of positive diffused active fans. The results show that non-positive active fans prefer intersts messages, positive loyal active fans and positive diffused active fans prefer information messages. These three types of active fans are all prefer evaluation and entertainment messages.
Therefore, if companies want to attract key fans, they can post informational messages. Or if they want to attract active fans can post intersts messages. They can not post only these two types of messages in the fan pages, also need evaluative and entertainment messages.

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