Engaging the Audience of Non-Profit Organizations in Communication in Social Networks in Modern Marketing Practice

2021 ◽  
Author(s):  
Anna M. Kuzmina ◽  
Alexey E. Kuzmin
Keyword(s):  
Social Networks ◽  
Marketing Practice ◽  
Non Profit ◽  
Non Profit Organizations

Modern Marketing and Involvement of the Audience of Non-Profit Organizations in Communication in Social Networks

2021 ◽  
Vol 26 (12) ◽  
pp. 1349-1354
Author(s):  
A. M. Kuzmina
Keyword(s):  
Social Networks ◽  
Social Network ◽  
Nonprofit Organizations ◽  
Target Audience ◽  
Communication Process ◽  
Customer Engagement ◽  
Marketing Theory ◽  
Public Attention ◽  
Non Profit ◽  
Non Profit Organizations

Aim. The presented study aims to describe the process of involving the target audience of nonprofit organizations in communication in social networks from the perspective of modern marketing goals.Tasks. The author conceptualizes the notions of “involvement” and “engagement” as mechanisms of marketing communications; determines the range of methods and tools used by non-profit organizations in their marketing practices to enhance the engagement of the target audience in communication in social networks; assesses the degree of engagement of the target audience of nonprofit organizations (NPOs) in social networks in the context of industry-specific features and the NPO’s location in order to analyze efforts aimed at involving the audience in communication in social networks through the example of non-profit organizations in the city of Perm.Methods. In modern marketing theory, the shift of the marketing paradigm towards continuous interaction between companies and customers at each stage of their contact with the organization appears imminent. It becomes necessary to maintain a certain level of customer engagement in communication as a cognitive and behavioral construct of the communication process. In this regard, the methodological basis of the study is determined by cognitive and behavioral approaches as key theoretical constructs in the representation of the phenomenon of involvement of the target audience in the communication process.Results. Marketing tools for involving the target audience of non-profit organizations in communication in social networks at each stage of the customer journey are identified; the degree of involvement of the target audience in communication with Perm’s socially oriented non-profit organizations (SO NPOs) in such social networks as VKontakte and Instagram is characterized from the perspective of consolidating the scientific view on the specifics of marketing goals for promoting organizations in the non-profit sector. The author substantiates the need for a systematic diagnosis of the conditions that determine the degree of the audience’s engagement in communication in social networks from the perspective of marketing goals for attracting public attention to the activities of civil institutions.Conclusions. The features of communication with the target audience on social network platforms in the marketing practice of promotion are identified with allowance for the industry-specific features of non-governmental non-profit organizations and their location. It is established that higher engagement of the target audience in communication in social networks is characterized by consistency in information placement; broad coverage of the community audience in a social network, which is estimated by the number of subscribers; posts being viewed by a great number of people, far exceeding the number of subscribers; many likes on community posts; presence of comments and reposts; a link from the social network to the official website of the SO NPO; attraction and use of user content in the community; horizontal connections within the community, networking.

scholarly journals Social networks as a basis for interaction between authorities and non-profit organizations established on the basis of nationality in public communications space

2020 ◽  
Vol 3 (2) ◽  
pp. 35-45
Author(s):  
V. V. Zotov ◽  
A. V. Gubanov
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Russian Federation ◽  
Federal District ◽  
National Origin ◽  
Non Profit ◽  
Central Federal District ◽  
The Russian Federation ◽  
Non Profit Organizations ◽  
Network Space

The article is devoted to the discussion of the influence of modern information and telecommunication technologies on the process of building bilateral communication of state and municipal administration bodies with non-profit organizations created on the basis of national origin from the point of view of the management of public values and the stakeholder approach. The purpose of this article is to analyse the possibilities of organizing social and network interaction between the authorities and representatives of non-profit organizations as an institutionalized form of existence of national communities and faiths (on the example of social and network space of public communications of the Central Federal District). In the course of the study it was found that in the sphere of interethnic and interethnic relations the most relevant is the formation of a specialized single social and network resource in the information and communication space of the region. The preferred format of using such a resource, according to experts, should be related to the questions of obtaining information on decisions made by the authority and their subsequent discussion. At the same time, experts underestimate the possibilities of organizing dialogue and partnership on the basis of social media. At the same time, an analysis of existing social media practices has shown 1) a small proportion of accounts of state structures, which are responsible for interaction with representatives of national associations and diasporas; 2) the mismatch distribution in the social and network space of public communications pages of the authorities of the subject of the Russian Federation, carrying out in their activities interaction with national NGOs, accounts of non-profit organizations themselves, created on the basis of national origin, as well as representatives of national communities and diasporas. These circumstances allowed the authors to make a conclusion that it is necessary to establish in social networks systematic work of the authorities of the constituent entities of the Russian Federation with non-profit organizations, which represent national diasporas and communities on the territory of the regions of the Central Federal District.

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.

GREEN BONDS AS A NEW FINANCIAL INSTRUMENT

2020 ◽  
Vol 3 (7) ◽  
pp. 98-102
Author(s):  
M. V. DUBROVA ◽  
◽  
N. N. ZHILINA ◽  
Keyword(s):  
Raw Materials ◽  
Financial Burden ◽  
Environmental Problems ◽  
Green Economy ◽  
Non Profit ◽  
The Public ◽  
Economic Problems ◽  
Green Finance ◽  
Non Profit Organizations

The relevance of the article is determined by the fact that in Russia there is no effective mechanism of state support for the activities of non-profit organizations in the field of “green Finance”. The role of non-profit organizations is leveled, which can become a serious help in solving economic problems, in particular, the problems of recycling and processing of secondary raw materials, the placement of industrial waste and household garbage, and landscaping of large megacities. The main financial burden in the field of “green economy” falls on States and large enterprises. Meanwhile, we cannot ignore the important role of non-profit organizations that can not only draw attention to environmental problems to the public, but also offer their own measures to solve environmental problems. In this regard, it becomes relevant to consider the participation of non-profit organizations in the implementation of environmental projects by attracting “green Finance”.

POTENTIAL DEVELOPMENT OF «GREEN BONDS» IN THE RUSSIAN ECONOMY

2020 ◽  
Vol 1 (8) ◽  
pp. 119-123
Author(s):  
M. V. DUBROVA ◽  
◽  
N. N. ZHILINA ◽  
Keyword(s):  
Raw Materials ◽  
Financial Burden ◽  
Environmental Problems ◽  
Green Economy ◽  
Non Profit ◽  
Russian Economy ◽  
Green Finance ◽  
Potential Development ◽  
Non Profit Organizations

he relevance of the article is determined by the fact that in Russia there is no effective mechanism of state support for the activities of non-profit organizations in the field of «green Finance». The role of non-profit organizations is leveled, which can become a serious help in solving economic problems, in particular, the problems of recycling and processing of secondary raw materials, the placement of industrial waste and household garbage, and landscaping of large megacities. The main financial burden in the field of «green economy» falls on States and large enterprises. Meanwhile, we cannot ignore the important role of non-profit organizations that can not only draw attention to environmental problems to the public, but also offer their own measures to solve environmental problems. In this regard, it becomes relevant to consider the participation of non-profit organizations in the implementation of environmental projects by attracting «green Finance».

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