Empowered and engaged: Exploring social media best practices for nonprofits

Tessa Warner, Alexis Abel and Frauke Hachtmann
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Frauke Hachtmann: University of Nebraska-Lincoln, College of Journalism and Mass Communications, USA

Journal of Digital & Social Media Marketing, 2014, vol. 1, issue 4, 391-403

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.

Keywords: nonprofit organisations; fundraising; engagement; measurement; eWOM (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2014:v:1:i:4:p:391-403

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