Engaging stakeholders through Twitter: How nonprofit organizations are getting more out of 140 characters or less

While it may seem difficult to communicate in a meaningful manner with 140 characters or less, Twitter users have found creative ways to get the most out of each Tweet by using different communication tools. This paper looks into how 73 nonprofit organizations use Twitter to engage stakeholders not only through their tweets, but also through other various communication methods. Specifically it looks into the organizations utilization of tweet frequency, following behavior, hyperlinks, hashtags, public messages, retweets, and multimedia files. After analyzing 4655 tweets, the study found that the nation's largest nonprofits are not using Twitter to maximize stakeholder involvement. Instead, they continue to use social media as a one-way communication channel as less than 20% of their total tweets demonstrate conversations and roughly 16% demonstrate indirect connections to specific users.     

Colleges’ and universities’ use of Twitter: A content analysis

This study explored how colleges and universities are employing Twitter, a popular micro-blogging tool. Using Kent and Taylor's principles of dialogic communication, a content analysis was performed on individual tweets (n = 1130) from 113 colleges and universities. Tweets were coded for whether or not they met each principle of dialogical communication and why. It was found that institutions are not employing Twitter in a dialogic way and they are, instead, employing it primarily as an institutional news feed to a general audience. The implications of this finding are discussed.     

Fostering democracy through social media: Evaluating diametrically opposed nonprofit advocacy organizations’ use of Facebook,Twitter, and YouTube

Nonprofit organizations contribute to a democratic society by allowing those with diverse opinions to assemble and voice these ideas. Social media has provided an extensive new marketplace in which such organizations can give voice to their ideas. Thus the purpose of this study was to explore and assess the use of social media (Facebook, Twitter, and YouTube) for advocacy by nonprofit organizations with diametrically opposed points-of-view on two social issues, the pro-gun/gun control issue and the pro-choice/pro-life issue. Results of this study indicate that nonprofit advocacy organizations are using social media to ethically persuade people to their point of view, for the most part through use of one-way communication. Moreover, organizations are using the various social media for different purposes, providing thanks and recognition on Twitter, and soliciting feedback and other two-way communication with stakeholders on Facebook. Use of authority figures to communicate messages is generally reserved for YouTube.     

Building relationships through websites: A content analysis of Turkish environmental non-profit organizations’ (NPO) websites

This paper provides insight into the dialogic potential of Turkish environmental NPO websites, including social media adoption. However, 23 of 50 websites examined failed to meet half the criteria for building relationships (n 35). Of 19 sites with connections to social media, 16 used new media potentialities, however only four met all social media adoption criteria.     

Engaging stakeholders through social networking: How nonprofit organizations are using Facebook

Since social networking sites, such as MySpace and Facebook, began allowing organizations to create profiles and become active members, organizations have started incorporating these strategies into their public relations programming. For-profit organizations have used these sites to help launch products and strengthen their existing brands; however, little is known about how nonprofit organizations are taking advantage of the social networking popularity. Through a content analysis of 275 nonprofit organization profiles on Facebook, this study examines how these new social networking sites are being used by the organizations to advance their organization's mission and programs. Solely having a profile will not in itself increase awareness or trigger an influx of participation. Instead careful planning and research will greatly benefit nonprofits as they attempt to develop social networking relationships with their stakeholders.     

The ACORN story: An analysis of crisis response strategies in a nonprofit organization

In 2009, two political activists published hidden-camera recordings of their visits to the offices of a national, community-based, nonprofit organization. In the videos, the activists posed as a prostitute and a pimp in order to elicit damaging information from the organization's employees. This incident was just the latest in a series of disastrous situations for the Association of Community Organizations for Reform Now (ACORN). In the year prior to the video controversy, the organization addressed allegations of voter registration fraud in the 2008 presidential election and reacted to the expose of a hidden embezzlement by a family member of ACORN's founder. This study employs the Situational Crisis Communication Theory (SCCT) to analyze how ACORN responded to this series of damaging public relations attacks. The study investigated ACORN's crisis response strategies through an analysis of media coverage about the crises.     

Cause identity: A measurement of disability organizations’ communicated values

This article introduces the concept of “cause identity” as an important consideration in public relations practice as well as research. Ten different disability organizations were used to examine how – as measured through communicated values – organizational identity is expressed. Results of a quantitative content analysis of marketing and public relations materials used by the organizations indicated very few distinctions in their organizational identities. Rather, a strong collective identity was shared among all ten organizations.     

Public engagement with nonprofit organizations on Facebook

Explicating Facebook's engagement features, this study explored whether organizational message strategies based on the four models of public relations have an impact on the different levels of public engagement. The study found that publics demonstrate high levels of engagement with organizational messages when two-way symmetrical communication is used, compared to public information or two-way asymmetrical models. The study also provided practical implications for nonprofit practitioners to engage with publics via social media.     

I Am Woman,Hear Me Tweet! Gender Differences in Twitter Use among Congressional Candidates

This study synthesizes two theoretical literatures to explain gender differences in Twitter usage and effectiveness among US Congressional candidates. The first suggests that candidates in perceived disadvantaged positions, females in this case, innovate to improve their chances of success, and the second, that female politicians often adopt stereotypically masculine behaviors to be successful. On the basis of these theories, we hypothesize and confirm that female candidates are more likely than males to integrate Twitter into their campaigns, but our results are less conclusive regarding a difference in the likelihood that females use negative campaigning tactics via Twitter. Our results also indicate that those females who use Twitter more than their male counterparts tended to do better electorally, but this difference is conditional. Female Republican candidates who tweeted more increased their vote share, but the opposite is true for Democrats. We speculate that this differential effect may be a product of different audiences for social media in each party’s electorate.     

Dialogic communication in 140 characters or less: How Fortune 500 companies engage stakeholders using Twitter

The current study extends the investigation of online relationship building by examining how Fortune 500 companies use the popular social network site Twitter to facilitate dialogic communication with stakeholders. A content analysis of a random sample of the Twitter profiles maintained by Fortune 500 companies (n = 93) and individual tweets posted on those profiles (n = 930) examined the use of dialogic features within the Twitter profiles as well as the individual tweets. Results indicated that organizations that have a dialogic orientation to Twitter use (61%) employed the principle of conservation of visitors to a greater degree and generation of return visits to a lesser degree than organizations with a non-dialogic orientation to Twitter (39%).     

Terms of engagement: Facebook and Twitter use among nonprofit human service organizations

This study uses Lovejoy and Saxton's (2012) hierarchy of engagement to analyze how nonprofit human service organizations use Facebook and Twitter to engage stakeholders. Their framework has not been applied to this nonprofit subgroup, and most previous scholarship on this topic focuses on just one platform. We also contribute by drawing on organizational theory to better understand variation in the modes of engagement organizations emphasize. Based on our analysis, we add new subcategories to the hierarchy of engagement. In addition, we find that compared to other nonprofit subgroups examined in previous research, the organizations in our sample placed a greater emphasis on using social media messages to ask stakeholders to take action. We report only modest variations in how organizations were using Facebook and Twitter. Finally, according to our results, resource dependence and stewardship theories help explain the modes of engagement organizations prioritize.     

Socially distributing public relations: Twitter,Haiti, and interactivity in social media

Social media and communication technology have shifted the power of communication from public relations practitioners to social media users who may not have a recognized role or defined interest in an organization. What results is a social model of public relations in which traditional public relations responsibilities are distributed to social media users, and which depends on interactivity, legitimacy, and a user's social stake. This study explores social public relations through a qualitative analysis of user involvement on Twitter regarding relief efforts to support Haiti following the 7.0 earthquake that hit Port-Au-Prince in January, 2010. This analysis of Twitter posts also expands understanding of interactivity online and demonstrates social media user fulfillment of public relations objectives.     

Adoption of social media for public relations by nonprofit organizations

This survey of nonprofit public relations practitioners (N = 409) applied the Unified Theory of Acceptance and Use of Technology (UTAUT). Findings indicate that women consider social media to be beneficial, whereas men exhibit more confidence in actively utilizing social media. Organizations with specified public relations departments were more likely to adopt social media. Positive correlations between UTAUT factors and credibility indicated a greater likelihood to adopt social media.     

Messaging,music, and mailbags: How technical design and entertainment boost the performance of environmental organizations’ podcasts

The production and consumption of podcasts have grown exponentially since their introduction in 2004. As organizations increasingly use this social media tactic to reach their stakeholders, two theoretical frameworks – the theory of entertainment persuasion and the PodCred framework – can be used to create more meaningful messages for the podcasts’ audiences. Through a content analysis of 67 environmental podcasts, this study examined the extent to which environmental podcasts developed by organizations incorporate seven distinct communication strategies and design techniques. The study found that while inclusion of these strategies and techniques has statistical correlation to podcast popularity, organizations are only modestly incorporating them into their podcasts.     

Hope for Haiti: An analysis of Facebook and Twitter usage during the earthquake relief efforts

The Haitian earthquake devastated the small island of Hispaniola, leaving thousands dead and billions of dollars in property damage. The earthquake also ignited a firestorm of social media use by organizations. By applying framing theory to the analysis of Facebook posts and tweets sent by nonprofits and media organizations, this study discovered differences between nonprofits and media in terms of social media use. Nonprofits and media organizations used information dissemination and disclosure effectively, but failed to capitalize on the innate two-way communication nature of social media.     

Experimenting with dialogue on Twitter: An examination of the influence of the dialogic principles on engagement,interaction, and attitude

Much of the public relations research on online relationship building has examined social media content for the use of the dialogic principles outlined by Kent and Taylor (1998). These studies, using content analysis as the primary methodology, have found that the dialogic capabilities of social media are under-utilized. However, there is limited research on the effectiveness of these methods. Therefore, the goal of this study is to examine the influence of social media content utilizing these principles on engagement, interactivity, and attitude. Results of this study indicate that usefulness of information can have a significant influence on engagement and attitude.     

Dialogue and transparency: A content analysis of how the 2012 presidential candidates used twitter

This study conducted a content analysis of the Twitter pages of the 2012 presidential candidates to determine how they were using Twitter, if they were engaging in meaningful dialogue with their followers, and if they were being transparent. Tweets from February 1, 2012 through February 29, 2012 were coded. Overall, the candidates tweeted most about the economy, events, and specific primaries but failed to created meaningful dialogue with their followers. Some candidates were more transparent than others in regards to who was responsible for tweeting.     

Rules of engagement: Practice what you tweet

This study explored tweets that mention highly engaged companies and compared them to tweets that mention less engaged competitors. Results showed that a highly engaged company received less negative mentions in tweets, but only if the company also practiced dialogical communication. Additionally, less engaged companies received more mentions in tweets and in one instance tweets that mentioned a less engaged company shared more links with others.     

#Engagement: use of Twitter chats to construct nominal participatory spaces during health crises

Although Twitter chats and other forms of social media engagement events are idealized in the literature as opportunities for dialogic communication between organizations and individuals, less is known about how engagement is operationalized within these spaces. Using textual and content analysis, we conducted two studies to explore how health organizations engage with the public via Twitter chats during the Ebola and Zika outbreaks. In official records of Ebola chats, the organization addressed both hostile and neutral public questions that pressed for specification of disease characteristics and protocol. However, in a content analysis of all public tweets sent during a later Zika chat, we found that questions were privileged, and other tweet forms and themes were excluded from the participatory space. Specifically, public comments demonstrating expertise or extending the topic of the chat were not addressed by the organization. Our analysis provides insight into the implicit rules governing how organizations engage with the public online during a rapidly evolving health crisis. We argue that the question–response dyad is a form of ideal communication that suggests engagement but maintains organizational expertise.