社交媒体与社会公益：非营利组织如何使用“脸书”与公众沟通？ (Social Media and the Social Good: How Nonprofits Use Facebook to Communicate with the Public?)

Abstract

本文以“脸书”为例，研究美国100家最大的非营利组织如何利用社交媒体来改善与公众之间的沟通互动。我们发现，非营利组织在其“脸书”主页上的“状态”更新可以被归纳为三种核心功能：“信息传播功能”， “社区建设功能”和“动员促进功能”。我们的分析表明，尽管 “脸书”的“信息传播功能”使用程度依然相当显著，但比起传统意义上的网站，非营利组织能够通过“脸书”中的“社区建设”和“双向对话”功能更有效地与公众沟通。社交网络的应用似乎树立了组织与大众互动的新范式。

In this study, we examine the social networking practices of the 100 largest nonprofit organizations in the United States. More specifically, we develop a comprehensive classification scheme to delineate these organizations’ use of Facebook as a stakeholder engagement tool. We find there are 5 primary categories of Facebook 'statuses,' which can be aggregated into three key dimensions – 'information,' 'community,' and action. Our analysis reveals that, though the 'informational' use of Facebook is still significant, nonprofit organizations are better at using Facebook to strategically engage their stakeholders via 'dialogic' and 'community-building' practices than they have been with traditional websites. The adoption of social media seems to have engendered new paradigms of public engagement.

Note: Downloadable document is in Chinese.

Keywords: social media, new media, Facebook, nonprofit organizations, stakeholder relations, organizational communication, 关键词, 社交媒体, 新兴媒体, 非营利组织, '脸书', 公众关系, 组织沟通