Abstract

https://ssrn.com/abstract=2039815
 
 

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Information, Community, and Action: How Nonprofit Organizations Use Social Media


Kristen Lovejoy


State University of New York at Buffalo

Gregory D. Saxton


Schulich School of Business, York University

June 23, 2011

Journal of Computer-Mediated Communication, Vol. 17, No. 3, pp. 337-353, 2012

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.

Number of Pages in PDF File: 30

Keywords: microblogging, Twitter, social media, stakeholder relations, organizational communication, organization-public relations, nonprofit organizations, organizational messages, stakeholder engagement, social networking

JEL Classification: L30, L31


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Date posted: April 15, 2012 ; Last revised: October 14, 2012

Suggested Citation

Lovejoy, Kristen and Saxton, Gregory D., Information, Community, and Action: How Nonprofit Organizations Use Social Media (June 23, 2011). Journal of Computer-Mediated Communication, Vol. 17, No. 3, pp. 337-353, 2012. Available at SSRN: https://ssrn.com/abstract=2039815

Contact Information

Kristen Lovejoy
State University of New York at Buffalo ( email )
12 Capen Hall
Buffalo, NY 14222
United States
Gregory D. Saxton (Contact Author)
Schulich School of Business, York University ( email )
4700 Keele Street
Toronto, Ontario M3J 1P3
Canada
HOME PAGE: http://social-metrics.org
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