Journal
JOURNAL OF PUBLIC AND NONPROFIT AFFAIRS
Volume 1, Issue 1, Pages 18-28Publisher
MIDWEST PUBLIC AFFAIRS CONFERENCE
DOI: 10.20899/jpna.1.1.18-28
Keywords
nonprofit communications; social media; stakeholder engagement; public management relationship theory
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We employ public management relationship theory to examine how nonprofits can effectively engage social media stakeholders in two-way communication. Though many nonprofit organizations have a social media presence, there is variance in how well organizations use social media to engage stakeholders. Simply having a social media presence is not enough to engage stakeholders. We examine Facebook posts of a stratified random sample of youth development organizations to determine what predicts stakeholder engagement. We find the type of Facebook post is a significant predictor of stakeholder engagement. Longer posts also significantly predict increased stakeholder engagement. At the organizational level, having many posts is a significant negative predictor of stakeholder engagement, indicating that users may feel bombarded and are less likely to engage. Increased organizational spending on advertising as a proportion of total budget is positively associated with stakeholder engagement.
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