Abstract
We employ public management relationship theory to examine how nonprofits can effectively engage social media stakeholders in two-way communication. Though many nonprofit organizations have a social media presence, there is variance in how well organizations use social media to engage stakeholders. Simply having a social media presence is not enough to engage stakeholders. We examine Facebook posts of a stratified random sample of youth development organizations to determine what predicts stakeholder engagement. We find the type of Facebook post is a significant predictor of stakeholder engagement. Longer posts also significantly predict increased stakeholder engagement. At the organizational level, having many posts is a significant negative predictor of stakeholder engagement, indicating that users may feel bombarded and are less likely to engage. Increased organizational spending on advertising as a proportion of total budget is positively associated with stakeholder engagement.
Original language | English (US) |
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Pages (from-to) | 18-28 |
Number of pages | 11 |
Journal | Journal of Public and Nonprofit Affairs |
Volume | 1 |
Issue number | 1 |
DOIs | |
State | Published - 2015 |
Externally published | Yes |
Keywords
- Nonprofit communications
- Public management relationship theory
- Social media
- Stakeholder engagement
ASJC Scopus subject areas
- Business and International Management
- Sociology and Political Science
- Economics, Econometrics and Finance (miscellaneous)
- Public Administration
- Organizational Behavior and Human Resource Management