其他摘要：Currently, social network channels, especially Facebook, play a major role in our everyday lives. Expectedly, varieties of online media channels are popularly exploited by organizations as tools to leverage public relations, communications, and organizational image building. Responding to the present situation, many educational organizations adapt themselves to employing Facebook fan page as the contemporary public relations strategies. This article reports the results from the study 5 specific Facebook fan pages of Thai-Nichi Institute of Technology. The data were carefully collected in a period of 2 months. The posts on the fan pages were analyzed according to their Facebook-post formats together with the corresponding engagement rates, in order to examine any possible relationship between the format of the posts and the engagement received from the page followers. From the study, interestingly, the posts with the most engagement rates shared some common characteristics. The formats of the popular post comprised 1) posting pictures as a posting technique, 2) posting content related to student activities, and 3) using pictures as thumbnails. While the other 2 format types, namely, language style and posting time, did not illustrate concrete relationships with the engagement rates.
