What Do Stakeholders ‘Like’ on Facebook? Examining Public Reactions to Nonprofit Organizations’ Informational, Promotional, and Community-Building Messages

Journal of Public Relations Research, vol. 26, no. 3, pp. 280-299, 2014

36 Pages Posted: 12 Dec 2014

See all articles by Gregory D. Saxton

Gregory D. Saxton

Schulich School of Business, York University

Richard Waters

University of San Francisco - School of Management

Date Written: January 2, 2014

Abstract

Though public relations scholarship has often discussed the possibilities of dialogue and engagement using social media, research has not truly explored this dynamic. Instead, research on social media platforms has focused on measuring the content and structure of organizational profiles. This study seeks to enhance the field’s discussion about social media engagement by determining what organizational content individual stakeholders prefer on Facebook in terms of liking, commenting, and sharing. A content analysis of 1,000 updates from organizations on the Nonprofit Times 100 list indicates that, based on what they comment on and “like,” individuals prefer dialogic as well as certain forms of mobilizational messages; however, they are more likely to share one-way informational messages with their own networks. These findings are interpreted using practical and theoretical implications for the practice of public relations.

Keywords: social media, Facebook, nonprofits, nonprofit organizations, stakeholder relations, public relations, accountability, dialogue, marketing

Suggested Citation

Saxton, Gregory D. and Waters, Richard, What Do Stakeholders ‘Like’ on Facebook? Examining Public Reactions to Nonprofit Organizations’ Informational, Promotional, and Community-Building Messages (January 2, 2014). Journal of Public Relations Research, vol. 26, no. 3, pp. 280-299, 2014, Available at SSRN: https://ssrn.com/abstract=2536982

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

Richard Waters

University of San Francisco - School of Management ( email )

San Francisco, CA 94117
United States

Here is the Coronavirus
related research on SSRN

Paper statistics

Downloads
262
Abstract Views
1,186
rank
126,934
PlumX Metrics