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消防電子報資料庫首頁 :: 消防英文
 
Smoke alarm messaging: Facebook ads versus phone calls
-- 透過臉書廣告或撥打電話鼓勵民眾增設偵煙式火災警報器之分析
文/陳思源

Researchers from Johns Hopkins Bloomberg School of Public Health recently looked at two novel approaches to promote the installation of free smoke alarms: Facebook ads and automated calls.(約翰霍普金斯彭博學院所屬的公衛部門最近嘗試透過臉書廣告及撥打自動電話此2種新模式強化免費偵煙式火災警報器之裝設。)

About Facebook ads(有關臉書廣告)
Facebook ads are used in numerous public health initiatives but no previous study had looked at how well a Facebook ad converts a passive viewer into an active participant. For this study, researchers developed and paid for three Facebook ads that ran for one month. They targeted adults with a Facebook account living in Baltimore.(先前許多公衛活動利用臉書廣告進行宣導,但未對其成效進行評估,故無法了解臉書廣告是否能促使一個被動的閱聽人轉變為積極的參與者。為了對此進行研究,研究人員在臉書上建立3項付費廣告,為期1個月,目標客群主要針對在巴爾迪摩地區的臉書帳號。)

The Facebook ads reached 128,339 residents (99 percent on mobile devices) and resulted in 6,075 click-throughs to the website that received smoke alarm installation requests.((臉書廣告觸及了128,339名居民(99%透過手機),並有6,075次點擊連結到宣導偵煙式火災警報器之網站。)

About Automated calls(有關自動預錄電話)
During a one month period, a prerecorded call from the BCFD’s fire chief went out to each Baltimore residential landline on the city’s automated call system (about 90,000). The automated calls generated 458 requests for smoke alarm installations.(巴爾迪摩消防局首長進行預錄宣導電話,透過該市的電話系統撥打至當地居民家中(約90,000戶, 為期1個月,合計有458件裝設偵煙式火災警報器之申請。)

Study takeaways(研究發現)
1. Automated calls are a potentially low-cost, effective method of advertising smoke alarm programs for fire departments.(自動預錄電話花費成本低,可供消防部門有效推廣偵煙式火災警報器。)
2. Facebook ads may be successful in raising users’ awareness of smoke alarm programs, but in this study they failed to get people to take action to request a free smoke alarm installation. More research is needed on how to better target Facebook ads and achieve more success in converting the Facebook users to action.(臉書廣告也許能成功引起使用者對於裝設偵煙式火災警報器之警覺,但研究發現其並不能使臉書用戶轉換成提出裝設偵煙式火災警報器申請之實際行動。因現有資料恐不足,可能需要更多針對如何使臉書用戶順利採取實際行動的進一步研究。)






註:本文相關內容來自https://www.usfa.fema.gov/(本專欄內容可能與我國消防現況有所出入,僅供學習消防英文參考使用。)


(107年11月16日 )
 
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