Drivers of Twitter as a strategic communication tool for non-profit organizations

2016 ◽  
Vol 26 (5) ◽  
pp. 1052-1071 ◽  
Author(s):  
María del Mar Gálvez-Rodríguez ◽  
Carmen Caba-Pérez ◽  
Manuel López-Godoy
Keyword(s):  
Social Media ◽  
Online Community ◽  
Strategic Communication ◽  
Communication Strategy ◽  
Network Activity ◽  
Communication Tool ◽  
Content Type ◽  
Non Profit ◽  
Stakeholder Relationships ◽  
Non Profit Organizations

Purpose In view of the increased impact of social media, non-profit organizations (NPOs) should review their management model for stakeholder relationships. The purpose of this paper is to analyze the influence of factors on the use of Twitter by NPOs as a mechanism for disclosing information and dialogue with their stakeholders, and in particular: “donor dependence,” “fundraising expenses,” “organizational age,” “organizational size,” “online community size,” “network activity” and “board size.” Design/methodology/approach A content analysis of Twitter use as a strategic communication tool was conducted and a multivariable linear regression analysis was performed. Findings Smaller organizations and those with a larger online community are the most interested in implementing Twitter as a one or two-way communication strategy. Likewise, the NPOs with the highest degree of donor dependence strive most in the use of contents of Twitter as one-way communication mechanism. Social implications This study contributes to a better understanding of social media implementation in the NPO sector and advances the identification of the main causes that motivate NPOs to improve their accountability through social media. Originality/value The paper’s subject is relatively innovative due to the scarce studies focussing on social media used by NPOs. In spite of the advantages offered by Twitter, few studies have specifically addressed NPOs’ current use of this platform, and fewer still have analyzed the factors that motivate them to use this tool.

Representations of team work among organizations with a social entrepreneurship profile

2015 ◽  
Vol 21 (1/2) ◽  
pp. 65-84 ◽  
Author(s):  
Celso Alves Pais ◽  
Cristina Parente
Keyword(s):  
Work Teams ◽  
Team Work ◽  
Theoretical Point ◽  
Communication Tool ◽  
Systematic Observation ◽  
Economic Sectors ◽  
Content Type ◽  
Non Profit ◽  
Autonomous Planning ◽  
Non Profit Organizations

Purpose – The purpose of this article is to show how work-teams are represented and work in non-profit organizations. From a theoretical point of view, the concepts of macro-team and micro-team, as well as their dynamics rooted in the entrepreneurial world have been discussed. Design/methodology/approach – Seven socially enterprising organizations have been studied through semi-structured individual and collective interviews with managers, technicians with and without supervisory functions and workers. Data discussed here underwent an inductive analysis based on the procedures of grounded theory. Findings – Data analysis supported the outlining of the interviewees’ representations of their belonging to the macro-team and of the working of micro-teams. There seem to be no significant differences between the way teams work in these organizations and in profit-making organizations. However, in the organizations we have analyzed, autonomous planning of activities as a mechanism of work organization and assertiveness as a fundamental communication tool between members stand out. Research limitations/implications – This research did not include the systematic observation of work teams in the field. As such, reliability may be somehow compromised due to the use of the individual and group interview as the single data collection technique. Practical implications – The outline of representations that we have designed points to a set of dimensions that shows, with some reliability, how to build a sense of belonging to the macro-team among the workers of this type of organization. It also clarifies the difference between behaviors that foster effective and ineffective micro-teams. This allows action over the latter to potentiate the first and eventually eliminate the second. Originality/value – Considering the scarce research about team-work in non-profit organizations, this study offers a groundbreaking reflection. Further ahead, one may establish a set of differences and similarities between effective macro and micro-teams in different economic sectors. This way, this study may contribute to more encompassing organizational theories focused on the representations about and the functioning of macro and micro-teams.

The Social Media Presence of Non-profit Organizations

2013 ◽  
Author(s):  
Shannon Lucky ◽  
Dinesh Rathi
Keyword(s):  
Social Media ◽  
Community Building ◽  
Non Profit ◽  
Media Technologies ◽  
Médias Sociaux ◽  
The Social ◽  
Powerful Knowledge ◽  
Social Media Presence ◽  
Non Profit Organizations ◽  
Medias Sociaux

Social media technologies have the potential to be powerful knowledge sharing and community building tools for both corporate and non-profit interests. This pilot study explores the social media presence of a group of forty-six Alberta-based non-profit organizations (NPOs) in this information rich space. In this paper we look at the pattern of presence of NPOs using social media and relationships with staffing structures.Les médias sociaux ont la capacité d’être de puissants outils de partage de la connaissance et de rassemblement communautaire pour les organisations à but lucratif et sans but lucratif. Cette étude pilote explore la présence dans les médias sociaux d’un groupe de quarante-six organisations sans but lucratif (OSBL) albertaines dans cet environnement riche en information. La communication portera sur les modèles de présence des OSBL dans les médias sociaux et les liens avec les structures organisationnelles.

The importance of social media on holiday visitors’ choices – the case of Athens, Greece

2015 ◽  
Vol 10 (3) ◽  
pp. 360-374 ◽  
Author(s):  
Androniki Kavoura ◽  
Aikaterini Stavrianeas
Keyword(s):  
Social Media ◽  
Web Sites ◽  
Online Community ◽  
Age Groups ◽  
Exploratory Research ◽  
Sources Of Information ◽  
Geographical Differences ◽  
Content Type ◽  
Community Belonging ◽  
And Gender

Purpose – The purpose of this paper is to examine visitors’ perceptions and relevant importance of social media when choosing a Mediterranean destination and also to explore the extent in which they believe it is important for them to belong to an online community with shared characteristics among its members. Design/methodology/approach – A stratified, based on nationality and gender, sample of 301 respondents of foreign arrivals of visitors in the Athens airport, Greece was collected in June and July 2014 based on the official Athens Airport Authorities Arrival Research. This is a partially exploratory research. Findings – Differences between age groups as far as the importance attributed to social media as sources of information about a tourism destination were found. The respondents, when using the internet for gathering information about a tourism Mediterranean destination, consider different online channels. Facebook is among the most important sources of information for them associated with the tourism destinations. Official web sites/blogs of the destination are the first source and photo sharing sites are the second most preferred source; sharing aesthetics of photos was found to contribute to the feeling of belonging to an on line travel community. Research limitations/implications – Further research will contribute to the development of greater understanding of the strategic approaches to social media and their use to promote a destination. Greek diaspora would be interesting to examine and geographical differences among groups. Practical implications – The paper denotes the importance for destination management organizations and companies, to fully employ the social media in their marketing efforts. Originality/value – The present study increases our understanding of the adoption of online and traditional communications in the visitor’s process for Athens, Greece, shedding light to the literature existing on the significance attributed to the online travel community belonging from visitors through sharing aesthetics of photos and associations of ideas based on age differences.

Understanding social media advertising effect on consumers’ responses

2018 ◽  
Vol 31 (3) ◽  
pp. 426-445 ◽  
Author(s):  
Manel Hamouda
Keyword(s):  
Social Media ◽  
Corporate Reputation ◽  
Structural Equation ◽  
Communication Strategy ◽  
Equation Modeling ◽  
Moderator Effect ◽  
Content Type ◽  
Advertising Effect ◽  
Social Media Advertising ◽  
Use Of Social Media

Purpose This study aims to deepen the current understanding of social media advertising by using the Ducoffe’s advertising value model. The purpose of this paper is to examine the antecedents of advertising value and its consequences on consumers’ attitude and behavior in the specific context of tourism advertising on Facebook. Design/methodology/approach Survey was conducted on a quota sample of 352 Tunisian Facebook users. Web-based questionnaires were used to collect the data which was analyzed using exploratory factor analysis and structural equation modeling. Findings Findings indicate that there is a significant relationship between informativeness, entertainment, credibility and social media advertising value. This positive value will affect favorably consumers’ attitude toward social media advertising and their behavioral responses. The moderator effect of corporate reputation was also confirmed in this relationship. Practical implications Tourism marketers should focus not only on developing information-rich and entertaining social media advertisements but also a credible content of the ads. Furthermore, Facebook should be systematically integrated by tourism practitioners in their communication strategy as it affects the attitude and consequently the behavior of the consumers especially when the company using social media advertising has a good corporate reputation. Originality/value In the tourism context, the effectiveness of social media advertising remains little known to practitioners and scholars despite the frequent use of social media by tourism customers and companies in recent years. So, this research study contributes to a better understanding of the use of social media advertising on Facebook regarding tourism products and services.

Adoption strategies of social media in B2B firms: a multiple case study approach

2018 ◽  
Vol 33 (5) ◽  
pp. 730-743 ◽  
Author(s):  
Maryam Lashgari ◽  
Catherine Sutton-Brady ◽  
Klaus Solberg Søilen ◽  
Pernilla Ulfvengren
Keyword(s):  
Social Media ◽  
Multinational Corporations ◽  
Multiple Case Study ◽  
Communication Strategy ◽  
Case Study Approach ◽  
Content Type ◽  
Study Approach ◽  
Study Results ◽  
Multiple Case

PurposeThe purpose of this study is to clarify business-to-business (B2B) firms’ strategies of social media marketing communication. The study aims to explore the factors contributing to the formation and adoption of integration strategies and identify who the B2B firms target.Design/methodology/approachA multiple case study approach is used to compare four multinational corporations and their practices. Face-to-face interviews with key managers, and extensive readings and observations of the firms’ websites and social media platforms have been conducted.FindingsThe study results in a model, illustrating different processes of selection, adoption and integration involved in the development of social media communication strategy for B2B firms. Major factors involved in determining the platform type, and strategies used within different phases and processes are identified.Research limitations/implicationsAs the chosen methodology may limit generalizability, further research is encouraged to test the model within a B2B context especially within small and medium enterprises as only large multinational corporations were investigated in this study.Practical implicationsThe paper provides insight into how B2B marketers can align social media with their firms’ goals through the strategic selection of platforms to reach the targeted audience and communicate their message.Originality/valueThe study uncovers the benefits gained by B2B firms’ through interaction with individuals on social media. This is a significant contribution as the value of such interaction was previously undefined and acted as a barrier for adopting social media in some B2B firms.

Consumers’ prosocial engagement in CSR: why should they care and what does it mean to them?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Baobao Song
Keyword(s):  
Prosocial Behavior ◽  
Strategic Communication ◽  
Bottom Line ◽  
Content Type ◽  
Stakeholder Relationships ◽  
Csr Communication ◽  
Prosocial Motivation ◽  
Social Cause ◽  
Implicit And Explicit ◽  
The Impact

Purpose Public relations practitioners worldwide are attempting to enhance the overall organization–stakeholder relationships by applying strategic communication techniques and skills to corporate social responsibility (CSR) management and communications. In this light, drawing on the prosocial motivation literature, this paper aims to investigate consumers’ implicit and explicit motivations for prosocial behavior, and how these two motivations interact to affect consumers’ willingness to contribute to CSR activities. Second, through the lens of sensemaking theory, this study evaluates the influence of successful prosocial behavior engagement on consumers’ perceptions of both self and companies’ prosocial identities, CSR authenticity and company evaluations. Design/methodology/approach This study adopts a dictator game experiment with 2 × 2 factorial design to gauge consumers’ prosocial behavioral response toward companies’ CSR communication with implicit and explicit motivations and to examine its effect on company evaluation. Findings In all, the results of this study suggest that implicit motivation, i.e. self-affirmation intervention, in CSR communication will cause consumers to donate more money to CSR programs; whereas explicit motivation does not exert an effect on consumers’ prosocial behavior. In addition, such donation will trigger consumers’ prosocial sensemaking process and lead to strong identification with the company, positive attitudes and behavioral intentions toward the company. Originality/value This study aims to build a consumer- and social cause-oriented CSR communication model, which maximizes the impact of CSR investments on consumer relationship building, business bottom line and social causes.

Creative tourism marketing and social media management.

2021 ◽  
pp. 151-153
Author(s):  
Elena Paschinger
Keyword(s):  
Social Media ◽  
Online Community ◽  
Strategic Communication ◽  
Social Media Marketing ◽  
Media Management ◽  
Tourism Marketing ◽  
Communication Goals ◽  
Interactive Nature ◽  
German Speaking ◽  
Marketing Tool

Abstract Creative tourism, due to its interactive nature and lively cultural exchange between locals and travellers, particularly lends itself to the opportunities presented by social media marketing. This is especially true when it comes to blogs, video posts, or (live) story updates on social media. Care should be given to always have a professional strategy in content marketing: choosing one social media platform over another has to be in line with your company's strategic communication goals and may be aided by other competent partners, such as professional digital content creators. Further, establishing a publication guideline in the form of an editorial calendar can help creative tourism managers better reap the benefits of social media marketing. This has been demonstrated in highlighting the example of Kreativ Reisen Österreich Creative Tourism Austria, which over the years has successfully built up an online community of creative travellers in the German-speaking parts of Europe. Regarding future trends in digital marketing, suffice to say that good content, and now context, will always matter and interactive content will become increasingly mainstream. An interesting context creative tourism could seek for the purpose of its continued proliferation worldwide is an association with destination video storytelling. As virtually all tourism destinations employ various video platforms, and live video formats, to highlight their travel offers, creative tourism is especially likely to head to the forefront of this type of social media marketing tool.

Perceptions of the UAE's Government Communicators Regarding Social Media Roles

2020 ◽  
Vol 11 (4) ◽  
pp. 20-35
Author(s):  
Elsayed Darwish
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Statistical Methods ◽  
Influencing Factors ◽  
Online Community ◽  
Strategic Communication ◽  
T Test ◽  
Descriptive Statistics ◽  
Government Communication ◽  
The Social

Governmental and nonprofit agencies have been increasingly reconsidering the roles of social media communicators for strategic communication to ensure they accurately perceive their roles. A questionnaire and interviews were conducted with various social media communicators in the UAE to identify the practitioners' perceptions of using social media in government communication and the influencing factors on their roles. A set of roles was created based on the literature and theory to explore the social media communicators' roles. The statistical methods include descriptive statistics, factor analysis, correlations, and T-test. This study demonstrates that four factors describe the various roles of SMCs in the UAE as follows: (1) government advocates, (2) information and image disseminators, (3) research and services providers, and (4) online community builders. To some extent, these roles overlap with previous roles identified.

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