近年來社群網站蓬勃發展，許多研究開始探討社群網絡的經營方式和行銷策略等相關議題。然而，目前對於粉絲專頁經營績效衡量仍未能有完整的評估模式，亦無法針對績效不佳者提出改善方針。因此，本研究目的為探討粉絲專頁經營之績效，進而提出其經營較無效率的原因及改善方向。
本研究自台灣資訊工業策進會資料庫提供之2,017筆粉絲專頁數據資料，選取408筆人物類粉絲專頁作為研究樣本，並結合相關文獻進行歸納及彙整，列出共14項投入及產出變數。以資料包絡分析法不同之模式計算各粉絲專頁效率值，以及其跨期之效率變化，再利用效率分析、參考群體分析、差額變數分析與敏感度分析等方式來檢視研究結果，提出有效率的學習標竿，使低效率者以此設立目標，確立努力之方向。
本研究結果顯示，408個人物類粉絲專頁整體的經營效率值偏低，多導因於技術效率不佳，投入之貼文數與產出之互動數比例失衡。粉絲專頁貼文中存在過多「廢文」，經營者忽略貼文之品質，導致出現「濫竽充數」的情形。本研究自資料包絡分析法的結果中找出7個粉絲專頁，總技術效率值為1，意即經營相對具有效率，以作為其他粉絲專頁之學習標竿，並藉此提出粉絲專頁經營方向之建議，提供其經營者策略擬定上之參考及未來發展重點之指標。

Nowadays the flourishing development of social media sites has aroused topics of discussion on the management and marketing strategies of the sites. However, there is no such an adequately complete evaluation model to review the management of “fan pages” or to provide guidelines for fan pages considered poorly-managed to improve. This study, therefore, intends to have a deeper investigation into the performance of fan page management, and accordingly indicates the reasons for low performance and provides directions for improvement.
This study is based on 488 fan pages created for a certain person, which were selected from 2,017 data in the Taiwan Institute for Information Industry corpus, and serve as my research samples. 14 input and output variables are categorized from relevant literature. Various models of Data Envelopment Analysis (DEA) are applied to calculate the efficiency value of each fan page and the value difference across different period and the research outcomes are further reviewed using different analysis approaches: efficiency analysis, reference set analysis, slack variable analysis, and sensitivity analysis. Several benchmarks are then provided for the efficient to establish goals for their own improvement.
The research results indicate that the general efficiency value of management of the 488 fan pages is low, mostly due to low technical efficiency as well as a proportional imbalance between the number of input posts and that of output interaction activities. By means of DEA, 7 fan pages’ general efficiency value is calculated to be one, which means their management is considered efficient and is able to be regarded as norms of future development priorities for other fan pages, offering advice about strategy formulation to Facebook fan page managers.

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