This document discusses how to interpret the number of fans on a Facebook fan page. It begins with an introduction that notes there are over 1 billion monthly active Facebook users, making it an attractive platform for marketing. The document then discusses relevant theoretical background, specifically how face-to-face communication allows for reciprocal influence. It identifies key communication conditions that impact effectiveness: structure, climate, and power. Finally, it discusses communication strategies like frequency, direction, modality, and content and hypothesizes that these strategies moderate the relationship between conditions and a fan page's communicability.

1. How Should we
Interpret The Numberof
in FACEBOOK
Fan Page
Presentor:Gigi Tang Instructor: Terasa Hsu Date: June22, 2015

2. Contents
Introduction
Theoretical Background
Communication Conditions
Communication Strategies

3. Introduction
According to the survey conducted by
Facebook itself, there are 1.11 billion active
Facebook users monthly that leads to
practitioners striving to promote their
marketing activities on such a huge
marketplace with different official tools.
‘First Quarter 2013 Results’
Facebook Reports (2013)

4. Introduction
Moreover, if people do not like the Fan Page
for some reasons, they do not actually take
the time to “unlike” the Fan Page unless the
Page has done something outright offensive
to them .
（ Garst, K. 2012)

5. Theoretical Background
Face-to-face is one of communication
methods adopted by people to communicate
with others. Goffman argued that reciprocal
influences among individuals can be
presented when people physically
communicates with others.
（ Goffman, E.1959 ）

6. Communication Conditions
Structure
Climate
Power

7. Structure
The network structure of who is
connected to whom can critically affect
the extent to which a behavior diffuses
across a population.
(Centola, D. 2010)

8. Climate
Climate is another condition that affects
communication effectiveness.
(Schul, P.L., Little, T.E. & Pride, W.M. 1985)

9. Power
Power refers to an ability to control
decision variables in the marketing
strategy of another member in a given
channel at a different level of
distribution.
(El-Ansary, A.I. & Stern, L.W. 1972)

10. Hypothesis 1: Communication conditions
in Fan Page affect Fan
Page’s communicability.

11. Communication Strategies
Frequency
Direction
Modality
Content

12. Frequency
Communication frequency refers to
how many times an individual send
messages to other partners .
(Rosenbloom, B. & Larsen, T. 2003)

13. Direction
Communication direction is defined
as the way in which a message is
moving forward to.
(Farace, R.V., Monge, P.R. &
Russell, H.M. 1977)

14. Modality
Communication modality is a
particular way of transferring or
presenting message.
(Unnava, H.R., Burnkrant, R.E. &
Erevelles, S. 1994)

15. Content
There are three types of content
commonly presented in Facebook,
such as text only, text with photo,
and text with video.

16. Hypothesis 2: In Fan Page, the effects of
communication conditions
on communicability are
expected to be moderated
by its communication
strategies.