Effective Social Media Engagement for Nonprofits: What Matters?

Carboni, Julia L.; Maxwell, Sarah P.

doi:10.20899/jpna.1.1.18-28

Cited by 61 publications

(53 citation statements)

References 15 publications

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“…To nurture future generations of contributions and ticket sales, Facebook and other Web 2.0 platforms may serve an enticing role in reaching a broader public. Though Carboni and Maxwell (2015) find that contributions are negatively, though insignificantly, related to engagement, we contend that mission matters. Symphonies rely heavily on community relations for their existence and may be more engaged with stakeholders via social media outlets to entice donor support and ticket sales.…”

Section: Social Media Engagement By Nonprofitscontrasting

confidence: 72%

“…The social media industry defines “engagement” in terms of the responses made by end users (Facebook, ; Wall Street Journal, ), and commercial social media analytical programs employ the likes + comments + shares formula to analyze engagement (Facebook, ). Following industry standards, recent scholarship uses the same definitions in assessing stakeholder engagement among nonprofit organizations (Saxton & Waters, ; Carboni & Maxwell, . Saxton and Waters () employ likes, shares, and comments to assess stakeholders' preferred Facebook content for nonprofit organizations on the Nonprofit Times Top 100 list.…”

Section: Previous Scholarshipmentioning

confidence: 99%

“…Building and sustaining effective relationships with an organization's stakeholder groups proves critical to the success of the organization (Carboni & Maxwell, 2015;Dozier et al, 1995;Ledingham, 2003). Sargeant (2001) underlines the importance of relationship growth and argues that once donors, fundraisers, or other stakeholders become part of an ongoing communication with an organization, they are more committed to maintaining these relationships.…”

Section: Social Media Engagement By Nonprofitsmentioning

confidence: 99%

“…Nonprofit organizational and public relations theories are coalescing as the use of Web 2.0 – a broad collection of social media applications that includes Facebook, Twitter, and YouTube, among others – becomes integrated into organizational communications repertoires (Carboni & Maxwell, ; Maxwell & Carboni, ; Saxton et al ., ; Sharma, ; Waters et al ., ). The broad availability and user‐friendly nature of social media platforms suggest that they may offer organizations enhanced opportunities to develop programs and messages that best support their publics, especially by way of stewardship behaviors.…”

mentioning

confidence: 99%

See 3 more Smart Citations

Bach, Beethoven, and benefactors: Facebook engagement between symphonies and their stakeholders

Clark

Maxwell

Anestaki

2015

J of Philanthropy and Mktg

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• This study analyzes Facebook engagement among the nation's symphonies and their stakeholder publics.Factors such as reliance on donor contributions, program revenues, government grants, investment income, and total assets are proposed as contributing factors in predicting effective stakeholder relations. Public relations scholarship emphasizes the significance of relationships between the organization and its stakeholders and argues that positive relationships are integral to organizational success. Stewardship theory suggests nonprofits rely on a number of tools, including relationship nurturing, to sustain relationships with supportive publics. Scholars have increasingly identified stewardship as an effective method by which to build and maintain relationships. This study assesses one particular aspect of stewardship -relationship nurturing -and the attributes of nonprofit organizations that are successfully cultivating relationships with their stakeholders via social media. We find that benefactors matter. As dependence on stakeholder contributions increases so does stakeholder engagement via Facebook. Findings regarding program revenues and total assets are also significant.

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Section: Social Media Engagement By Nonprofitscontrasting

confidence: 72%

Section: Previous Scholarshipmentioning

confidence: 99%

Section: Social Media Engagement By Nonprofitsmentioning

confidence: 99%

mentioning

confidence: 99%

See 2 more Smart Citations

Bach, Beethoven, and benefactors: Facebook engagement between symphonies and their stakeholders

Clark

Maxwell

Anestaki

2015

J of Philanthropy and Mktg

Self Cite

View full text Add to dashboard Cite

show abstract

“…Maintaining a Facebook, Twitter, or other social media account does not equate to two‐way engagement with stakeholders, though many nonprofits use social media this way (Creedon ). To use social media effectively for dialogic communication, organizations must first encourage stakeholder engagement with their social media content (Carboni and Maxwell ). We focus on social media use and user engagement for high‐asset foundations to better understand whether social media can foster two‐way engagement.…”

Section: Facebook As a Strategic Communications Toolmentioning

confidence: 99%

Social Media Management

Maxwell

Carboni

2016

Nonprofit Management and Leadership

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Do foundations effectively use social media to engage stakeholders? Do usage and engagement vary by foundation type? This article has been written to stimulate discussion and research about social media use and user engagement by foundations beyond measuring social media presence. We analyzed Facebook usage and stakeholder engagement for three types of foundations: community, corporate, and independent grant‐making foundations. We found that although community foundations are more likely to have a social media presence, corporate and independent foundations are more likely to use Facebook and to effectively engage stakeholders. Findings illuminate the need to understand social media usage and engagement in addition to presence. We discuss potential benefits of social media use and provide practical communication management recommendations for nonprofit practitioners.

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Engagement of nonprofit organizations' followers on Instagram

Elvira‐Lorilla,

Garcia‐Rodriguez,

Romero‐Merino

et al. 2023

Nonprofit Mgmnt & Ldrshp

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This study analyzes the variables associated with followers' reactions to the Instagram posts of nonprofit organizations (NPOs). We analyzed all the 980 posts published by 58 Spanish nongovernmental development organizations on their Instagram feeds for 5 weeks. The results show that follower engagement, in terms of likes and comments, is associated with organizational characteristics of the NPOs (government grants, internationalization, religiosity), their use of social media (experience on other social media platforms, Instagram activity), and the content of the posts (engagement hierarchy classification, visual content, originality of content, use of interactive tools). For NPOs, these results indicate the importance of being aware of their own characteristics and the need to promote other aspects that they can control (the use of social media and the content they incorporate in their posts) to achieve greater levels of engagement.

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Effective Social Media Engagement for Nonprofits: What Matters?

Cited by 61 publications

References 15 publications

Bach, Beethoven, and benefactors: Facebook engagement between symphonies and their stakeholders

Bach, Beethoven, and benefactors: Facebook engagement between symphonies and their stakeholders

Social Media Management

Engagement of nonprofit organizations' followers on Instagram

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