arXiv (Cornell University)· 2012· Preprint
Information, Community, and Action: How Nonprofit Organizations Use Social Media
- 886citations
- 2012year
Short summary
Nonprofit organizations use Twitter for community building and stakeholder engagement more effectively than traditional websites, according to an analysis of the 100 largest US nonprofits.
AI-generated from the title and abstract; the full text is not read.
Key points
- Nonprofits utilize Twitter for three key functions: information, community, and action.
- Community-building and dialogic engagement on Twitter are more effective for nonprofits than on traditional websites.
- The study analyzed the Twitter practices of the 100 largest nonprofit organizations in the US.
- Social media adoption has created new models for public engagement.
AI-generated from the title and abstract; the full text is not read.
Abstract
The rapid diffusion of "microblogging" services such as Twitter is ushering in a new era of possibilities for organizations to communicate with and engage their core stakeholders and the general public. To enhance understanding of the communicative functions microblogging serves for organizations, this study examines the Twitter utilization practices of the 100 largest nonprofit organizations in the United States. The analysis reveals there are three key functions of microblogging updates-"information," "community," and "action." Though the informational use of microblogging is extensive, nonprofit organizations are better at using Twitter to strategically engage their stakeholders via dialogic and community-building practices than they have been with traditional websites. The adoption of social media appears to have engendered new paradigms of public engagement. Keywords: microblogging; Twitter; social media; stakeholder relations; organizational communication; organization-public relations; nonprofit organizations
The authors' abstract, as published at the source. arXiv (Cornell University), 2012 · DOI ↗
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Field: Communication
CommunicationSocial Sciences