Journal
NONPROFIT MANAGEMENT & LEADERSHIP
Volume 27, Issue 2, Pages 251-260Publisher
WILEY PERIODICALS, INC
DOI: 10.1002/nml.21232
Keywords
social media; foundations; stakeholder engagement; Facebook; communications
Categories
Ask authors/readers for more resources
Do foundations effectively use social media to engage stakeholders? Do usage and engagement vary by foundation type? This article has been written to stimulate discussion and research about social media use and user engagement by foundations beyond measuring social media presence. We analyzed Facebook usage and stakeholder engagement for three types of foundations: community, corporate, and independent grant-making foundations. We found that although community foundations are more likely to have a social media presence, corporate and independent foundations are more likely to use Facebook and to effectively engage stakeholders. Findings illuminate the need to understand social media usage and engagement in addition to presence. We discuss potential benefits of social media use and provide practical communication management recommendations for nonprofit practitioners.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available