Tweeting Social Change: How Social Media Are Changing Nonprofit Advocacy
Date
2014
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Publisher
Nonprofit and Voluntary Sector Quarterly
Abstract
How are nonprofit organizations utilizing social media to engage in advocacy
work? We address this question by investigating the social media use of 188
501(c)(3) advocacy organizations. After briefly examining the types of social media
technologies employed, we turn to an in-depth examination of the organizations’
use of Twitter. This in-depth message-level analysis is twofold: A content analysis
that examines the prevalence of previously identified communicative and advocacy
constructs in nonprofits’ social media messages; and an inductive analysis that
explores the unique features and dynamics of social media-based advocacy and
identifies new organizational practices and forms of communication heretofore
unseen in the literature.
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Keywords
non-profit, nonprofit, advocacy, social media, research, technology, messaging
Citation
Guo, C., & Saxton, G. D. (2014). Tweeting social change: How social media are changing nonprofit advocacy. Nonprofit and voluntary sector quarterly, 43(1), 57-79.