Social Media Management: Exploring Facebook Engagement among High-Asset Foundations

Sarah P. Maxwell, Julia Carboni

Research output: Contribution to journalArticle

12 Scopus citations

Abstract

Do foundations effectively use social media to engage stakeholders? Do usage and engagement vary by foundation type? This article has been written to stimulate discussion and research about social media use and user engagement by foundations beyond measuring social media presence. We analyzed Facebook usage and stakeholder engagement for three types of foundations: community, corporate, and independent grant-making foundations. We found that although community foundations are more likely to have a social media presence, corporate and independent foundations are more likely to use Facebook and to effectively engage stakeholders. Findings illuminate the need to understand social media usage and engagement in addition to presence. We discuss potential benefits of social media use and provide practical communication management recommendations for nonprofit practitioners.

Original languageEnglish (US)
Pages (from-to)251-260
Number of pages10
JournalNonprofit Management and Leadership
Volume27
Issue number2
DOIs
StatePublished - Dec 1 2016

Keywords

  • communications
  • Facebook
  • foundations
  • social media
  • stakeholder engagement

ASJC Scopus subject areas

  • Strategy and Management

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