Foundations' Civic Engagement With Stakeholders

2022 ◽  
pp. 446-462
Author(s):  
Sarah Maxwell ◽  
Julia Carboni
Keyword(s):  
Social Media ◽  
Civic Engagement ◽  
Nonprofit Organizations ◽  
Stakeholder Engagement ◽  
Relationship Management ◽  
Organizational Mission ◽  
Dynamic Interactions ◽  
Dialogic Communication ◽  
Relationship Management Theory ◽  
Organizational Stakeholder

Nonprofit organizations often adopt social media such as Facebook to encourage stakeholders to engage in the organizational mission. Calls to action via social media tend to reach subscribers who “like” or follow the organization via one-way communication. Researching effective approaches to dialogic communication, which asks followers to engage rather than observe, the authors focus on relationship management theory (RMT). RMT stresses organizational-stakeholder dynamic interactions. Using a quantitative modeling approach, the authors examine Facebook posts made by three different types of foundations (community, corporate, and independent) to determine how foundations call for stakeholder engagement. To date, few studies focus directly on types of posts and the response, or lack of response, to organizational messages via social media. Civic engagement requires action on the part of the stakeholder to address social problems. Defining participation and engagement varies by field and types of interaction. This research contributes to literature examining the “digital citizen.”

Foundations' Civic Engagement With Stakeholders

2018 ◽  
pp. 25-41
Author(s):  
Sarah Maxwell ◽  
Julia Carboni
Keyword(s):  
Social Media ◽  
Civic Engagement ◽  
Nonprofit Organizations ◽  
Stakeholder Engagement ◽  
Relationship Management ◽  
Organizational Mission ◽  
Dynamic Interactions ◽  
Dialogic Communication ◽  
Relationship Management Theory ◽  
Organizational Stakeholder

Nonprofit organizations often adopt social media such as Facebook to encourage stakeholders to engage in the organizational mission. Calls to action via social media tend to reach subscribers who “like” or follow the organization via one-way communication. Researching effective approaches to dialogic communication, which asks followers to engage rather than observe, the authors focus on relationship management theory (RMT). RMT stresses organizational-stakeholder dynamic interactions. Using a quantitative modeling approach, the authors examine Facebook posts made by three different types of foundations (community, corporate, and independent) to determine how foundations call for stakeholder engagement. To date, few studies focus directly on types of posts and the response, or lack of response, to organizational messages via social media. Civic engagement requires action on the part of the stakeholder to address social problems. Defining participation and engagement varies by field and types of interaction. This research contributes to literature examining the “digital citizen.”

Civic Engagement Through Social Media

2019 ◽  
pp. 1308-1323
Author(s):  
Sarah P. Maxwell ◽  
Julia L. Carboni
Keyword(s):  
Social Media ◽  
Civic Engagement ◽  
Stakeholder Engagement ◽  
Information Dissemination ◽  
Social Media Analytics ◽  
Dynamic Interactions ◽  
Call To Action ◽  
Corporate Foundations ◽  
Relationship Management Theory ◽  
Social Media Platforms

Civic engagement through social media is a strategy employed by nonprofits typically using one-way targeted information dissemination to stakeholder groups. Improving the quality of communities and ameliorating social problems sustain nonprofit foundation missions, suggesting that two-way dialogic communication inspiring action is preferable for effective civic engagement over one-way communication. Using Facebook content analyses for three types of foundations—community, corporate, and independent grant making foundations—the authors employ a Relationship Management Theory (RMT) approach to assess effective civic engagement. RMT emphasizes the organization's dynamic interactions with stakeholder publics (Ledingham, 2003). The authors code posts according to whether they ask stakeholders to act (e.g. - asking users to respond to a question or share information). Using a quantitative modeling approach, they determine whether posts requesting stakeholder action are more likely to result in stakeholder engagement with posts. They examine type of post- status updates, external links, and multimedia- to determine whether type of post is also related to civic engagement. Facebook data for 300 randomly sampled high asset-foundations were accessed using a social media analytics program. Overall, the authors find that private and corporate foundations are more likely to use social media on average. However, community foundations are more likely to use social media as a call to action. This study informs foundations and the larger nonprofit community on how to apply such techniques to their own organizations for continuous improvement in supporting their missions and civic engagement goals. This study is also germane to other types of nonprofit and public organizations seeking to increase stakeholder engagement with social media platforms.

Civic Engagement through Social Media

2017 ◽  
Vol 4 (1) ◽  
pp. 35-48 ◽  
Author(s):  
Sarah P. Maxwell ◽  
Julia L. Carboni
Keyword(s):  
Social Media ◽  
Civic Engagement ◽  
Stakeholder Engagement ◽  
Information Dissemination ◽  
Social Media Analytics ◽  
Dynamic Interactions ◽  
Call To Action ◽  
Corporate Foundations ◽  
Relationship Management Theory ◽  
Social Media Platforms

Civic engagement through social media is a strategy employed by nonprofits typically using one-way targeted information dissemination to stakeholder groups. Improving the quality of communities and ameliorating social problems sustain nonprofit foundation missions, suggesting that two-way dialogic communication inspiring action is preferable for effective civic engagement over one-way communication. Using Facebook content analyses for three types of foundations—community, corporate, and independent grant making foundations—the authors employ a Relationship Management Theory (RMT) approach to assess effective civic engagement. RMT emphasizes the organization's dynamic interactions with stakeholder publics (Ledingham, 2003). The authors code posts according to whether they ask stakeholders to act (e.g. - asking users to respond to a question or share information). Using a quantitative modeling approach, they determine whether posts requesting stakeholder action are more likely to result in stakeholder engagement with posts. They examine type of post- status updates, external links, and multimedia- to determine whether type of post is also related to civic engagement. Facebook data for 300 randomly sampled high asset-foundations were accessed using a social media analytics program. Overall, the authors find that private and corporate foundations are more likely to use social media on average. However, community foundations are more likely to use social media as a call to action. This study informs foundations and the larger nonprofit community on how to apply such techniques to their own organizations for continuous improvement in supporting their missions and civic engagement goals. This study is also germane to other types of nonprofit and public organizations seeking to increase stakeholder engagement with social media platforms.

Social Media as a Tool for Nonprofit Advocacy and Civic Engagement

2015 ◽  
pp. 1077-1097
Author(s):  
David Chapman ◽  
Katrina Miller-Stevens ◽  
John C. Morris ◽  
Brendan O'Hallarn
Keyword(s):  
Social Media ◽  
Civic Engagement ◽  
Nonprofit Organizations ◽  
Military Families ◽  
Virtual Community ◽  
Blue Star ◽  
Small Organizations ◽  
Private Citizens ◽  
Advocacy Role ◽  
Community Space

Blue Star Families is a small nonprofit organization whose goal is to create a virtual community for military families, spouses, children, relatives, and the general public. Founded in 2009 by a group of military spouses, Blue Star Families combines community building and civic engagement with an advocacy role on behalf of military families. Blue Star Families aims to create a cross-sectoral community space that includes other nonprofit organizations, government agencies, private businesses, and private citizens. The organization employs several forms of social media to accomplish its goals. While Blue Star Families has been largely successful in its efforts, the study finds that social media creates challenges for small organizations, particularly in terms of monitoring for appropriate use of the common space by members of the community, acquiring adequate staff resources to analyze usage data, and finding resources to purchase access to more powerful analytics.

#sponsored: Consumer insights on social media influencer marketing

2020 ◽  
Vol 9 (2) ◽  
pp. 177-194
Author(s):  
Savannah Lee Coco ◽  
Stine Eckert
Keyword(s):  
United States ◽  
Social Media ◽  
Social Exchange ◽  
Relationship Management ◽  
The United States ◽  
Consumer Perceptions ◽  
Management Theory ◽  
Purchasing Decisions ◽  
Relationship Management Theory ◽  
Depth Interviews

Through in-depth interviews with 15 women in the United States, this pilot study contributes to filling the gap in scholarship on consumer perceptions of sponsored content posted by social media influencers (SMI). We found women may follow social media influencers because of prior topic interests, perceived relatability, and authenticity. Social exchange and relationship management theories do not sufficiently account for purchasing decisions despite negative views of consumers. We argue for a new theory called Influencer-Follower Relationship Management Theory.

Social Media as a Tool for Nonprofit Advocacy and Civic Engagement

2015 ◽  
pp. 66-93 ◽  
Author(s):  
David Chapman ◽  
Katrina Miller-Stevens ◽  
John C. Morris ◽  
Brendan O'Hallarn
Keyword(s):  
Social Media ◽  
Civic Engagement ◽  
Nonprofit Organizations ◽  
Military Families ◽  
Virtual Community ◽  
Blue Star ◽  
Small Organizations ◽  
Private Citizens ◽  
Advocacy Role ◽  
Community Space

Blue Star Families is a small nonprofit organization whose goal is to create a virtual community for military families, spouses, children, relatives, and the general public. Founded in 2009 by a group of military spouses, Blue Star Families combines community building and civic engagement with an advocacy role on behalf of military families. Blue Star Families aims to create a cross-sectoral community space that includes other nonprofit organizations, government agencies, private businesses, and private citizens. The organization employs several forms of social media to accomplish its goals. While Blue Star Families has been largely successful in its efforts, the study finds that social media creates challenges for small organizations, particularly in terms of monitoring for appropriate use of the common space by members of the community, acquiring adequate staff resources to analyze usage data, and finding resources to purchase access to more powerful analytics.

Customer Relationship Management- The Indian Perspective

2015 ◽  
Vol 3 (2) ◽  
Author(s):  
Pankaj K. Trivedi
Keyword(s):  
Social Media ◽  
Product Quality ◽  
Customer Relationship Management ◽  
Paradigm Shift ◽  
Relationship Management ◽  
Modern Technology ◽  
Customer Relationship ◽  
Brand Name ◽  
Service Support ◽  
Indian Perspective

Market is a kingdom and customer is the king. This is a renowned maxim pursued by the Indian companies in true spirit. With the advancement in modern technology, customers are becoming more and more informed about their need and want. Nowadays social media is educating them and they scout around for best product, brand name, product quality, operation, and service support. Marketing has thus, undergone a paradigm shift and has come up to the point of establishing relationship with customer. Not just retaining the existing customers but even attracting new customers has become a big challenge. This is the main reason why companies have shifted their focus from being product-centric to customer-centric.

Does Social Media Engagement Translate to Civic Engagement Offline?

2021 ◽  
pp. 089976402199944
Author(s):  
Jaclyn Piatak ◽  
Ian Mikkelsen
Keyword(s):  
Social Media ◽  
Civic Engagement ◽  
Presidential Election ◽  
Civic Participation ◽  
Political Engagement ◽  
Political Campaigns ◽  
The Internet ◽  
Online Engagement ◽  
Informal Volunteering ◽  
Using Data

People increasingly engage in politics on social media, but does online engagement translate to offline engagement? Research is mixed with some suggesting how one uses the internet maters. We examine how political engagement on social media corresponds to offline engagement. Using data following the 2016 U.S. Presidential Election, we find the more politically engaged people are on social media, the more likely they are to engage offline across measures of engagement—formal and informal volunteering, attending local meetings, donating to and working for political campaigns, and voting. Findings offer important nuances across types of civic engagement and generations. Although online engagement corresponds to greater engagement offline in the community and may help narrow generational gaps, this should not be the only means to promote civic participation to ensure all have a voice and an opportunity to help, mobilize, and engage.

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