Foundations' civic engagement with stakeholders: Leveraging social media strategies

Sarah Maxwell, Julia Carboni

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

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."

Original languageEnglish (US)
Title of host publicationInnovative Perspectives on Public Administration in the Digital Age
PublisherIGI Global
Pages25-41
Number of pages17
ISBN (Electronic)9781522559672
ISBN (Print)1522559663, 9781522559665
DOIs
StatePublished - May 25 2018

ASJC Scopus subject areas

  • Social Sciences(all)
  • Computer Science(all)

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