Journal
NONPROFIT AND VOLUNTARY SECTOR QUARTERLY
Volume 43, Issue 1, Pages 57-79Publisher
SAGE PUBLICATIONS INC
DOI: 10.1177/0899764012471585
Keywords
nonprofit advocacy; social media; Twitter; Facebook; new media; Internet; organizational communication; public relations
Categories
Ask authors/readers for more resources
How are nonprofit organizations utilizing social media to engage in advocacy work? We address this question by investigating the social media use of 188 501(c)(3) advocacy organizations. After briefly examining the types of social media technologies employed, we turn to an in-depth examination of the organizations' use of Twitter. This in-depth message-level analysis is twofold: A content analysis that examines the prevalence of previously identified communicative and advocacy constructs in nonprofits' social media messages; and an inductive analysis that explores the unique features and dynamics of social media-based advocacy and identifies new organizational practices and forms of communication heretofore unseen in the literature.
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