Enhancing Organizational Capacity Through the Use of Social Media

2018 ◽  
pp. 623-652
Author(s):  
Rui Sun ◽  
Hugo Asencio ◽  
Julie Reid
Keyword(s):  
Social Media ◽  
Strategic Planning ◽  
Nonprofit Organizations ◽  
Planning Process ◽  
Public Awareness ◽  
Organizational Capacity ◽  
Government Grants ◽  
Leadership Management ◽  
American Lung Association ◽  
Use Of Social Media

This chapter examines whether and how the use of social media and government funding may enhance the capacity of a nonprofit organization, help fulfill its mission, and facilitate its strategic planning process. Both the organizational capacity and strategic planning literature emphasize the importance of leadership, management, collaboration, and fiscal, technical resources. Using a case study of the American Lung Association in Arizona (ALAA), this chapter finds that government grants and strategic use of social media in nonprofit organizations can lead to increased public awareness of the issues related to their organizational missions, greater fundraising capacity, and enhanced collaboration among their employees.

Enhancing Organizational Capacity through the Use of Social Media

2015 ◽  
pp. 262-300 ◽  
Author(s):  
Rui Sun ◽  
Hugo Asencio ◽  
Julie Reid
Keyword(s):  
Social Media ◽  
Strategic Planning ◽  
Nonprofit Organizations ◽  
Planning Process ◽  
Public Awareness ◽  
Organizational Capacity ◽  
Government Grants ◽  
Leadership Management ◽  
American Lung Association ◽  
Use Of Social Media

This chapter examines whether and how the use of social media and government funding may enhance the capacity of a nonprofit organization, help fulfill its mission, and facilitate its strategic planning process. Both the organizational capacity and strategic planning literature emphasize the importance of leadership, management, collaboration, and fiscal, technical resources. Using a case study of the American Lung Association in Arizona (ALAA), this chapter finds that government grants and strategic use of social media in nonprofit organizations can lead to increased public awareness of the issues related to their organizational missions, greater fundraising capacity, and enhanced collaboration among their employees.

Developing Marketing Strategy on Social Networks

2018 ◽  
pp. 66-82
Author(s):  
Boris Milović
Keyword(s):  
Decision Making ◽  
Social Networks ◽  
Social Media ◽  
Social Network ◽  
Nonprofit Organizations ◽  
Public Awareness ◽  
Winning Strategy ◽  
Marketing Performance ◽  
Wide Range ◽  
And Training

Social networks have proven to be very convenient and effective medium for the spreading of marketing messages, advertising, branding and promotion of products and services. Social networks offer companies, nonprofit organizations, political parties etc. sending certain messages for free. In addition, they allow companies access to a wide range of characteristics of their users. Developing appropriate, the winning strategy for marketing in social media is a comprehensive, time-intensive process therefore it is important to know to manage their content. Social networks transform certain classical approaches to marketing. They provide creative and relatively easy way to increase public awareness of the company and its products, and facilitate obtaining feedback and decision making. These are sources of different information about users and groups that they've joined. The success itself of marketing performance on a social network depends on the readiness and training of organizations to perform on them.

Friending and Funding Through Facebook

2018 ◽  
pp. 256-283
Author(s):  
Debika Sihi
Keyword(s):  
Social Media ◽  
Information Transmission ◽  
Nonprofit Organizations ◽  
Cost Effective ◽  
Staff Members ◽  
Strategic Emphasis ◽  
Use Of Social Media ◽  
Key Staff ◽  
Facebook Pages ◽  
Share Information

Social media may be leveraged as a cost-effective way for nonprofit organizations (1) to share information and (2) as a platform for fundraising. This is especially true for regional nonprofit organizations which may have less dedicated resources for marketing and fundraising. This chapter has two main objectives. First, the impacts of regional nonprofit organizations' leadership and strategic emphasis on the use of social media for information transmission is examined. Insights are gained from leadership at 121 nonprofits and through analysis of 377 days of Facebook data for seven nonprofit organizations. The second objective of this work is to examine regional nonprofit organizations' use of social media for crowdfunding or raising donations through a network of social media followers. The Facebook pages of 647 regional nonprofits are examined, and insights are gained from key staff members at 10 organizations.

The Influence of Leadership and Strategic Emphasis on Social Media Use of Regional Nonprofit Organizations

2017 ◽  
Vol 4 (1) ◽  
pp. 1-18 ◽  
Author(s):  
Debika Sihi
Keyword(s):  
Social Media ◽  
Information Transmission ◽  
Nonprofit Organizations ◽  
Information Dissemination ◽  
Customer Orientation ◽  
Executive Directors ◽  
Strategic Emphasis ◽  
Financial Investments ◽  
Use Of Social Media ◽  
The Impact

Prior work has established the prevalence of social media as an information dissemination tool for large, national nonprofit organizations. This project adds to that literature by examining the impact of an organization's leadership (executive director background and board influence) and strategic emphasis (customer orientation and financial allocations to social media) on the use of social media for information transmission by regional nonprofit organizations. Insights are gained from leadership at 121 nonprofits and through analysis of 377 days of Facebook data for seven nonprofit organizations. The results suggest that organizations with executive directors who have more experience in the corporate sector and board members who exert greater influence are more likely to utilize social media for information transmission. Greater financial investments in social media actually result in less strategic use of social media, suggesting more investment does not always equate to more effective strategy.

Manipulating Structure in Institutional Complexity Scenarios: The Case of Strategic Planning in Nonprofits

2020 ◽  
pp. 000765032092733
Author(s):  
Ziva Sharp
Keyword(s):  
Strategic Planning ◽  
Nonprofit Organizations ◽  
Planning Process ◽  
Comparative Case Study ◽  
Structural Components ◽  
Institutional Complexity ◽  
Shape Structure ◽  
Social Logic

Emergent structural approaches to institutional complexity tend to inhibit the role of agency in addressing logic multiplicity scenarios. Prior studies of logic multiplicity have documented a diverse set of outcomes, ranging from domination through hybridization, and characterized by various levels of conflict. A new stream of research has emerged that seeks to explain this heterogeneity through the structural components of complexity. These studies tend to minimize the role of agency in institutional complexity scenarios, positing that outcome diversity, and the organization’s ability to exert agency, can be accounted for by the interaction of exogenously determined parameters, such as centrality, compatibility, prioritization, and jurisdictional overlap. This article revisits the role of agency in these models, suggesting that agency is not only framed by, but may itself shape, structure. The article draws on a comparative case study in five Israeli nonprofit organizations, focusing on the introduction of the business logic through a strategic planning process, and the challenge that this represents for the legacy social logic. The case studies demonstrate that organizations regularly use a set of distinctive mechanisms to manipulate the structural components of complexity, and, in so doing, agentically regulate logic multiplicity outcomes.

scholarly journals Pemberdayaan Perangkat Desa Terampil Bermedia dalam Membangun Kesadaran dan Kepedulian Masyarakat terhadap Lingkungan di Desa Cikeruh Kecamatan Jatinangor Kabupaten Sumedang

2019 ◽  
Vol 1 (2) ◽  
pp. 66
Author(s):  
Feliza Zubair ◽  
Iriana Bakti ◽  
Yustikasari Yustikasari
Keyword(s):  
Social Media ◽  
Community Service ◽  
Public Awareness ◽  
Regional Government ◽  
Research Activities ◽  
Other Information ◽  
Village Government ◽  
Use Of Social Media ◽  
Almost All ◽  
The Village

The Empowerment of Skilled-Media Village Officials in Building Public Awareness and Concern for the Environment in Cikeruh Village, Jatinangor District, Sumedang Regency The village government staff is the spearhead of the village government duty whose job is to deliver and process various information relating to government programs, both central and regional government. In this digital era, almost all information flow is carried out through social media. For this reason, a skilled and capable village government staff is needed, especially in using and utilizing social media devices. Through social media, the village government able to socialize the government's relay program and other information to residents. The village service of Cikeruh village through media social has not run optimally. Therefore, training in managing social media, especially in the socialization of environmental hygiene issues, must be held. Universitas Padjadjaran is one of the higher education institutions holding the mandate of community service through education and research activities. This community service integrated with student work college was held in Cikeruh village, Jatinangor District, Sumedang Regency. The training method was lecture and discussion methods, as well as hands-on practice. Participants gained various knowledge related to message management and the use of social media, especially Facebook and Instagram. The results of the activity were the increasing of the knowing, attitudes, and behavior of participants in using Instagram and Facebook to increase effort in improving and restructuring the environment in Cikeruh Village.

scholarly journals Social Media Strategies for Health Promotion by Nonprofit Organizations: Multiple Case Study Design

10.2196/15586 ◽  
2020 ◽  
Vol 22 (4) ◽  
pp. e15586
Author(s):  
Isabelle Vedel ◽  
Jui Ramaprasad ◽  
Liette Lapointe
Keyword(s):  
Social Media ◽  
Health Promotion ◽  
Nonprofit Organizations ◽  
Study Design ◽  
Multiple Case Study ◽  
Case Study Design ◽  
Multiple Case ◽  
Use Of Social Media ◽  
Social Media Strategy

Background Nonprofit organizations have always played an important role in health promotion. Social media is widely used in health promotion efforts. However, there is a lack of evidence on how decisions regarding the use of social media are undertaken by nonprofit organizations that want to increase their impact in terms of health promotion. Objective The aim of this study was to understand why and how nonprofit health care organizations put forth social media strategies to achieve health promotion goals. Methods A multiple case study design, using in-depth interviews and a content analysis of each social media strategy, was employed to analyze the use of social media tools by six North American nonprofit organizations dedicated to cancer prevention and management. Results The resulting process model demonstrates how social media strategies are enacted by nonprofit organizations to achieve health promotion goals. They put forth three types of social media strategies relative to their use of existing information and communication technologies (ICT)—replicate, transform, or innovate—each affecting the content, format, and delivery of the message differently. Organizations make sense of the social media innovation in complementarity with existing ICT. Conclusions For nonprofit organizations, implementing a social media strategy can help achieve health promotion goals. The process of social media strategy implementation could benefit from understanding the rationale, the opportunities, the challenges, and the potentially complementary role of existing ICT strategies.

scholarly journals UPAYA MENINGKATKAN PENGETAHUAN CYBERBULLYING DI KALANGAN REMAJA MILENIAL DI SMAN 1 PLERET

2019 ◽  
Vol 1 (1) ◽  
Author(s):  
Shulbi Muthi Sabila Salayan Putri
Keyword(s):  
Social Media ◽  
Virtual World ◽  
Public Awareness ◽  
Mainstream Media ◽  
Service Activity ◽  
Use Of Social Media

Cyberbullying is bullying happens in cyberspace mainly on social media. A form of cyberbullying is ridicule, threats, insults, or hacking. The phenomenon of cyberbullying and fatal consequences emerging from this action was suicidal. But cyberbullying that occur in Indonesia is still a trivial thing. Social medial cause few cases of cyberbullying increasing because of its characteristic that possible to spread information easily and fast. Socialization proper use of social media needs to be done to improve public awareness about the dangers of misuse of social media. The purpose of this service activity is to understand and apply the ethics in the use of social media as the current mainstream media among millennial teenagers, especially in the use of social media. As well as understanding the content and objectives in the ITE Law 11 of Article 27 of 2008 (Information and Electronic Transaction Law) for examples of cybercrime cases in the virtual world, especially cyberbully cases.

The Use of Social Media by Nonprofit Organizations

2010 ◽  
pp. 473-485 ◽  
Author(s):  
Richard D. Waters
Keyword(s):  
Social Media ◽  
Nonprofit Organizations ◽  
Diffusion Of Innovations ◽  
Diffusion Of Innovations Theory ◽  
Early Adopters ◽  
Media Technologies ◽  
The Social ◽  
Community Presence ◽  
Use Of Social Media ◽  
Economic Landscape

Nonprofit organizations are an essential part of the social, political, and economic landscape of contemporary society. Social media provide ample opportunities for these organizations to increase their community presence, impact, effectiveness, and efficiency. A qualitative study of 39 nonprofit leaders explored how nonprofits are utilizing the potential of the social media technologies to carry out their programs and services. Thematic analysis revealed that nonprofits are slowly embracing the possibilities offered by the new social interaction technologies. Most nonprofit organizations lag behind and wait to see how other nonprofits incorporate these new communication outlets into their budgets and daily operations. Paralleling Rogers’ diffusion of innovations theory, innovators and early adopters are using social media to revitalize their fundraising and volunteering efforts while the majority lags behind.

CHOICES

2017 ◽  
pp. 157-179
Author(s):  
Leigh Nanney Hersey
Keyword(s):  
Social Media ◽  
Nonprofit Organizations ◽  
Performance Metrics ◽  
Nonprofit Sector ◽  
The United States ◽  
Red Cross ◽  
American Red Cross ◽  
The Public ◽  
Use Of Social Media

Social media is increasing becoming a prominent tool in today's nonprofit sector. By 2010, the largest 200 nonprofit organizations in the United States used social media as a tool to meet their goals (Barnes, n.d.). According to those surveyed the top reason for using social media is for increasing awareness of the organization's mission (90%). In studying the American Red Cross' use of social media, Briones, et al. (2011) found that the use of social media built relationships with the public. This chapter explores the success of a mid-sized nonprofit organization, CHOICES: Memphis Center for Reproductive Health, as it develops a strategic social media plan to increase awareness and support for the organization. Through this case study, we will address how this organization has used social media to advance its mission and the process used to develop performance metrics along the way.

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