A Multi-Stakeholder Perspective on Social Media Use by Nonprofit Organizations: Towards a Culture of Dialogue

Abstract

Previous empirical studies of social media use by nonprofit organizations suggest that its dialogic potential has not yet been fully realized. Yet drawing from content analysis and surveys, these studies shed little light on the underlying motives and values that drive nonprofit social media practices, neither do they address to what extent these practices are effective on social media followers. To fill in the gaps of this existing research, I conducted two qualitative studies to explore the experiences of multiple stakeholders implicated in nonprofit social media use. First, I interviewed social media point persons (SMPPs)—nonprofit employees who self-identified as being primarily responsible for their organization’s social media planning and implementation—and found that SMPPs’ mindsets and social media tactics reflect dialogic principles, specifically those of mutuality, empathy, propinquity, risk and commitment. Second, I conducted focus groups with individuals who followed some of the SMPPs’ organizations on Facebook, and found that their followers want nonprofit organizations to take the lead building a community shaped by connection, dialogue and involvement. By comparing perspectives of SMPPs and their followers, I found that dialogic activities on social media can catalyze a culture of dialogue within a community, encouraging sharing, mutual support and connections. To facilitate the process, nonprofit professionals have taken on the role of a moderator that promotes dialogue centered around the community. Taken together, my research expands our current understanding about nonprofit organizations’ roles in public relations, and raises questions for future research about how nonprofit professionals balance the dialogic culture they work to cultivate on social media with other organizational priorities within an organizational or even sector-wide context.