全球都在熱衷社群媒體，其中會員最多的 Facebook 每月活躍的會員更超過了十億人，這麼多活躍的人群聚在社群媒體上，吸引了國外很多企業行銷溝通改採用社群媒體，許多成功個案已經被傳頌許久。然而台灣使用 Facebook 的會員超過總人口的 58%，卻沒有相對比例的台灣企業改採社群媒體當作行銷溝通的媒介，若台灣企業採用社群媒體行銷是不是能和國外的個案一樣成功呢? 台灣高科技產業近年毛利逐漸減少，紛紛尋求轉型發展自有品牌來提高獲利空間，社群媒體行銷應該是可以借助的行銷組合，因為社群媒體用較少的行銷預算就可以讓目標客戶信任你的品牌並建立深厚的關係。
本研究希望能夠幫台灣高科技找到經營社群媒體行銷最佳的方法與情境，因此採用多重個案分析的方式，深度訪談高科技代表公司英特爾以及華碩電腦的行銷負責人，分析他們所在的高科技產業特性以及公司內部特性如何影響他們的社群媒體行銷策略，希望從中發現可以供台灣高科技公司借鏡的結論。
本研究發現，台灣高科技公司應該學習英特爾公司運用Safko (2010) 歸納出的五個步驟，循序漸進的將社群媒體行銷三位一體模式整合到行銷溝通策略中，同時行銷溝通應該包括 Rogers (2011) 的行銷漏斗理論中的各個層面，目標是讓企業利害關係人所在社群能夠擁護你的品牌主張。此外研究發現，企業經營社群媒體行銷需要管理高層的同意與支持，分配必要資源，做好長期經營的準備，這是企業經營社群媒體行銷的成功關鍵因素。

一、【中文部份】
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二、【英文部份】
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三、【網站部份】
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ASUS on Facebook: https://www.facebook.com/ASUS, [11,24,2012]
ASUS on Youtube: http://www.youtube.com/asus, [11,24,2012]
ASUS 追尋無與倫比: http://insearchofincredible.asus.com/zh-tw/incredible-moments, [11,24,2012]
ASUS ＷePC.com 報導: http://3c.u-car.com.tw/3cdetail.asp?articleid=314, [11,24,2012]
Billimoria, R. (2011), “The Holy Trinity of Social Media”, Online, Available at: http://www.miracleworx.com/blog/2011/06/the-holy-trinity-of-social-media-facebook-twitter-and-the-blog-aim-them-at-an-idea-concept-or-service-you-want-to-promote/, [11,24,2012]
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Intel 社群媒體準則: http://www.intel.com/sites/sitewide/zh_TW/social-media.htm, [12, 20, 2012]
Intel on Facebook: https://www.facebook.com/Intel, [11,24,2012]
Intel on twitter: https://twitter.com/intel, [11,24,2012]
Intel on Youtube: http://www.youtube.com/user/channelintel, [11,24,2012]
iQ by Intel: http://iq.intel.com/, [11,24,2012]
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