Chao Guo and Gregory D. Saxton
How are nonprofit organizations utilizing social media to engage in advocacy work? We address this question by investigating the social media use of 188 501(c)(3) advocacy organizations. After briefly examining the types of social media technologies employed, we turn to an in-depth examination of the organizations’ use of Twitter. This in-depth message-level analysis is twofold: a content analysis that examines the prevalence of previously identified communicative and advocacy constructs in nonprofits’ social media messages; and an inductive analysis that explores the unique features and dynamics of social media-based advocacy and identifies new organizational practices and forms of communication heretofore unseen in the literature.
Nonprofit and Voluntary Sector Quarterly, forthcoming (Available on SSRN)
Gregory D. Saxton, Chao Guo and William A. Brown
The incredible diffusion of the Internet is ushering in a new era of possibilities for nonprofit organizations to engage with and be responsive to their core stakeholders, yet little is known of the range and extent of such practices. To enhance our understanding of these increasingly important yet understudied phenomena, we conduct a comprehensive study of 117 community foundations’ Web-based stakeholder responsiveness practices. Our examination of four key dimensions of online responsiveness reveals a number of best practices and areas of untapped potential. We argue that online stakeholder responsiveness is increasingly a strategic concern; to successfully fulfill their mission, organizations thus need to consider seriously the amount and interactivity of the content they target at each of their core constituents.
Public performance & management review 31, no. 2 (2007): 144-173