Journalism and Mass Communications, College of
Document Type
Article
Date of this Version
Winter 2014
Citation
Journal of Digital & Social Media Marketing Vol. 1, no. 4
Abstract
Although nonprofits see value and potential in social media, many have not yet mastered social media and harnessed their full potential. This phenomenological study sought to identify the best social media strategies and tactics for effectively engaging existing and potential donors, volunteers and stakeholders, according to social media nonprofit professionals. Six themes emerged: listening to the audience; engaging instead of fundraising; sharing relevant, valuable and actionable content; being honest, accessible and responsive; using social media as part of a multi-channel strategy; and that measuring is mandatory.
Included in
Business Administration, Management, and Operations Commons, Business and Corporate Communications Commons, Interpersonal and Small Group Communication Commons, Nonprofit Administration and Management Commons, Organizational Communication Commons, Public Relations and Advertising Commons, Social Media Commons
Comments
Copyright (c) 2014 Henry Stewart Publications. Used by permission.