Information, Community, and Action: How Nonprofit Organizations Use Social Media

By Kristin Lovejoy, Gregory D. Saxton. J. Comput. Mediat. Commun., 2012

1,055 citations recorded by the source corpus.

The rapid diffusion of “microblogging” services such as Twitter is ushering in a new era of possibilities for organizations to communicate with and engage their core stakeholders and the general public. To enhance understanding of the communicative functions microblogging serves for organizations, this study examines the Twitter utilization practices of the 100 largest nonprofit organizations in the United States. The analysis reveals there are three key functions of microblogging updates—“information,”“community,” and “action.” Though the informational use of microblogging is extensive, nonprofit organizations are better at using Twitter to strategically engage their stakeholders via dialogic and community-building practices than they have been with traditional websites. The adoption of social media appears to have engendered new paradigms of public engagement. © 2012 Wiley Periodicals, Inc. (Authors are listed in alphabetical order. The authors would like to thank Tom Feeley, Richard Waters, Seungahn Nah, I-hsuan Chiu, Yuchao Huang, and Kenton Anderson for helpful comments and suggestions.)

Subfields: Communication, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/0f0d5ac33a7df55e7294207922b7b2e46090816e

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Citations in the corpus

Factors influencing the use of social media by SMEs and its performance outcomes (2015, background): “…context of Facebook, there is a lack of studies that investigated the organizational usage of Facebook in an integrated model (Akar and Topcu, 2011; Lovejoy and Saxton, 2012) especially not many studies had studied the impact of Facebook usage on both financial and non-financial performance of the…”
On the Interpretation of Digital Trace Data in Communication and Social Computing Research (2014, background): “Over half of the studies reviewed here either offer no justification or no interpretation at all (Bennett & Segerberg, 2011; Boyle, 2012; Greer & Ferguson, 2011; Highfield et al., 2013; Lovejoy & Saxton, 2012; Papacharissi, 2012).”
Evolving Role of Social Media in Health Promotion: Updated Responsibilities for Health Education Specialists (2020, background): “Social media can assist health education specialists in building a network of supporters, particularly for advocacy efforts [15].”
A Survey of Techniques for Event Detection in Twitter (2015, background): “It has also become an important analytical tool for crime prediction (Wang et al. 2012) and monitoring terrorist activities.2 In general, events can be defined as real-world occurrences that unfold over space and time (Allan et al. 1998; Troncy et al. 2010; Xie et al. 2008; Yang et al. 1998).”