Chapter 1: Social Media and Nonprofit Advocacy: The Beginning of a New Paradigm

2020 ◽  
pp. 1-25
2021 ◽  
Vol 17 (1) ◽  
pp. 60-85
Author(s):  
Mark Lowes ◽  
Sherry Devereaux Ferguson

The field of journalism is undergoing epic changes at this time. With the growing impact of social media and citizen journalism, among other trends, traditional schools of journalism face a need to re-examine their most fundamental premises. Historically journalists adopted a code of practice whereby the ideal news article focused on issues and problems of consequence to society, and reporters presented both sides of the case. The gold standard was balanced reporting that investigated and uncovered abuses in society, with the mantra being “if it bleeds, it leads.”. There was no added incentive or requirement to take responsibility for solving the problems they uncovered. While print media organizations faced a backlash of criticism following the era of “yellow journalism,” they did not confront the necessity to reorient the entire profession; rather they simply had to “clean up their act” and operationalize what they already knew and believed. Today, the situation is dramatically different—largely as a consequence of the rise of citizen journalism, the impact of social media, and the trend toward an introspective look at their profession by journalists themselves and by those who train the journalists. In this article, we look at the emerging focus on a phenomenon called solutions journalism. Solutions journalism differs in both form and intent from not only the traditional standard of reporting, which focuses on problems, but also “good news reporting,” which tends to be superficial and non-solution oriented. In an effort to understand the current push for a new direction in the journalism profession, we will look at the rise of the new paradigm, pioneers in solutions journalism, characteristics of solutions journalism, and the theoretical foundations of solutions journalism. In exploring the latter point, we will examine the relationships among solutions journalism, social media, open source, systems, and open innovation theories.


Author(s):  
Lauri Goldkind ◽  
John G. McNutt

Technological advances in communications tools, the Internet, and the advent of social media have changed the ways in which nonprofit organizations engage with their various constituents. Nonprofits now have a constellation of tools including: interactive social media sites, mobile applications (apps), Websites, and mash-ups that allow them to create a comprehensive system for mobilizing supports to advocate for changing public policies. From Facebook to Twitter and from YouTube to Pinterest, communicating to many via words and images has never been easier. The authors explore the history of nonprofit advocacy and organizing, describe the social media and technology tools available for moving advocacy goals forward, and conclude with some possible challenges that organizations considering these tools could face.


Author(s):  
Patricia P. Iglesias-Sánchez ◽  
Marisol B. Correia ◽  
Carmen Jambrino-Maldonado

This chapter analyzes the implementation of open innovation supported by social media, aiming to make it more effective in the tourism sector. Regression analysis is used to verify the relationships between competitive environment, research and development (R&D)/innovation level, external openness, and open innovation implementation using a sample of 135 tourism companies in the south of Spain and Portugal. The potential of social media as an instrument for customer involvement in innovation processes is verified, as is the ongoing adoption of open innovation as a competitiveness strategy in the tourism industry. Regarding the practical implications, open innovation is becoming established and there is strategic support from social media. However, there is a lack of models to give structure to this new paradigm and allow its management. The originality of this chapter lies in combining the models proposed by Narver and Slater and Atuahene-Gima regarding the ways in which companies can approach open innovation.


Author(s):  
Kazuhiko Shibuya

The author argued that the advent of social media summoned the collective dynamics of democracy of the citizens, by the citizens, and for the citizens. Such patterns using social media can readily alter the form of social movements, allowing their mutual interconnection and shaping the enclaves of networked clustering. Social media offer a new paradigm of democracy that encourages engagement and participation in both cyber and actual political actions for ordinary citizens. Nevertheless, little is known about co-occurrence and linkages between cyber and real-world actions by numerous participants. Consequently, this issue should be investigated with open questions related to the following points: 1) social institutional matters related to legitimation crises caused by social movements, 2) co-occurrence and linkages of collective dynamics between cyber and actual political actions, 3) enlargement of participants in social movement, and 4) systemic risks from local to international affairs.


Author(s):  
Stacy Landreth Grau

Chapter 7 discusses the changing nature of communication as it becomes more nonlinear and multivocal. Social media has changed the way that all organizations are able to engage with their various stakeholders, and nonprofits are no different. The chapter also discusses how this new paradigm shifts control away from the organization and its various “customers” and why this is important to nonprofits. This chapter examines ways that the organization communicates with stakeholders and introduces the concepts of paid, owned, and earned (POE) media and how organizations can leverage each of these media types for a comprehensive marketing communications strategy. Additionally, this chapter discusses partner-level communications programs, such as cause-related marketing and cause branding, and includes considerations from the nonprofit perspective. Last, given the ubiquity of social media, the chapter includes a discussion of celebrity associations and how nonprofits can capitalize on these relationships.


Author(s):  
Rui Costa ◽  
Gorete Dinis ◽  
Raquel Seabra

Tourism is a phenomenon of contemporary society, being one of the economic sectors where information has an essential function and where the impact of social media had more evidence. Digital technologies are increasingly present in life and have radically changed the way people think, make decisions and interact. Consumers are more demanding and informed, supporting their buying decisions in the online world. These changes also have implications in the tourism sector and in the promotion of tourist destinations. Given this new paradigm, the local accommodation units, as the most recent accommodation modality, have registered a remarkable growth and due to the characteristics of the activity itself, have to accompany and adapt to this new reality. The present work intends to analyze how Local Accommodation units in Aveiro use the Internet, and in particular the applications of social media in their communication strategies, as well as the importance they give to this reality of the digital world.


2018 ◽  
Vol 10 (2) ◽  
pp. 349-370
Author(s):  
Shulin Zhou ◽  
Chienliang Kuo

AbstractHow nonprofit organizations (NPO) utilize social media to engage in advocacy work is regarded as one of the most important challenges in the digital economy era. However, although current studies pay their attention to how NPO react to the prevalence of social media, less focus is paid on how social media help to shape NPO’s practices on advocacy work. To help close the gap between theory and practice, this research explores whether the alignment between NPO’s advocacy practices and features of social media determine the NPO’s usage on social media. In particular, how the crowdfunding platform, an emerging and powerful form of social media, is used by NPO is investigated. Those crowdfunding projects initiated by NPO in FlyingV, the most well-known crowdfunding platform in Taiwan, are taken as the data source for analysis in this paper. The findings reveal that crowdfunding platforms are beneficial to NPO in turns of gaining resources and attracting participants, which then fostering the realization of advocacy activities. As well, the efficiency of crowdfunded projects (or advocacy proposals) is mainly determined by the number of participants (or sponsors). However, based on the findings, it is argued that NPO so far have not realized the power of crowdfunding platforms, thus not yet regarding crowdfunding platforms as key social media or strategic weapons in strengthening their impact or contribution on advocacy work relevant to their missions.


2017 ◽  
Vol 47 (1) ◽  
pp. 5-26 ◽  
Author(s):  
Chao Guo ◽  
Gregory D. Saxton

The social media era ushers in an increasingly “noisy” information environment that renders it more difficult for nonprofit advocacy organizations to make their voices heard. How then can an organization gain attention on social media? We address this question by building and testing a model of the effectiveness of the Twitter use of advocacy organizations. Using number of retweets and number of favorites as proxies of attention, we test our hypotheses with a 12-month panel dataset that collapses by month and organization the 219,915 tweets sent by 145 organizations in 2013. We find that attention is strongly associated with the size of an organization’s network, its frequency of speech, and the number of conversations it joins. We also find a seemingly contradictory relationship between different measures of attention and an organization’s targeting and connecting strategy.


2018 ◽  
Author(s):  
Sumitro Sarkum

The emergence of social media changing the map of central power with the creation of a customer centric as a new generation of powerful, sophisticated, difficult to influence, induced and maintained. To deal with these changes, Customer Relationship Management assessment metrics to integrate social media and turned into a Social CRM (Customer Relationship Management) as a new paradigm in marketing. To achieve goals and improve company performance required customer involvement in implementing marketing strategies in social media.


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