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

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

| Kristen Lovejoy, Gregory D. Saxton
Nonprofit organizations increasingly use social media, particularly Twitter, to communicate with stakeholders and the public. This study examines the Twitter practices of the 100 largest U.S. nonprofits, revealing three key functions of micro-blogging: information, community, and action. While nonprofits use Twitter more effectively for engaging stakeholders through dialogue and community-building than traditional websites, they still rely heavily on informational content. The study identifies that organizations primarily use Twitter for information dissemination, community engagement, and mobilizing supporters. The research categorizes tweets into these three functions and finds that most organizations are primarily "information sources," with fewer being "community builders" or "promoters and mobilizers." The findings suggest that while dialogue is not the dominant form of communication, it is still widely used alongside information and action-oriented messages. The study highlights the importance of understanding how organizations use social media to engage stakeholders and the need for further research into the strategic use of social media in organizational communication. The results indicate that while nonprofits have made progress in using social media, there is still room for improvement in leveraging these platforms for more interactive and community-building purposes. The study also notes that the use of social media by for-profit and governmental organizations remains underexplored, presenting opportunities for further research. Overall, the study underscores the significance of social media in organizational communication and the need for continued research to understand its impact on stakeholder engagement.Nonprofit organizations increasingly use social media, particularly Twitter, to communicate with stakeholders and the public. This study examines the Twitter practices of the 100 largest U.S. nonprofits, revealing three key functions of micro-blogging: information, community, and action. While nonprofits use Twitter more effectively for engaging stakeholders through dialogue and community-building than traditional websites, they still rely heavily on informational content. The study identifies that organizations primarily use Twitter for information dissemination, community engagement, and mobilizing supporters. The research categorizes tweets into these three functions and finds that most organizations are primarily "information sources," with fewer being "community builders" or "promoters and mobilizers." The findings suggest that while dialogue is not the dominant form of communication, it is still widely used alongside information and action-oriented messages. The study highlights the importance of understanding how organizations use social media to engage stakeholders and the need for further research into the strategic use of social media in organizational communication. The results indicate that while nonprofits have made progress in using social media, there is still room for improvement in leveraging these platforms for more interactive and community-building purposes. The study also notes that the use of social media by for-profit and governmental organizations remains underexplored, presenting opportunities for further research. Overall, the study underscores the significance of social media in organizational communication and the need for continued research to understand its impact on stakeholder engagement.
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