Engaging Stakeholders through Twitter: How Nonprofit Organizations are Getting More Out of 140 Characters or Less

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dc.contributor.authorLovejoy, K., Waters, R. D., & Saxton, G. D.
dc.date.accessioned2019-02-04T17:37:05Z
dc.date.available2019-02-04T17:37:05Z
dc.date.issued2012
dc.description.abstract140 characters seems like too small a space for any meaningful information to be exchanged, but 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 4,655 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.en_US
dc.identifier.citationLovejoy, K., Waters, R. D., & Saxton, G. D. (2012). Engaging stakeholders through Twitter: How nonprofit organizations are getting more out of 140 characters or less. Public Relations Review, 38(2), 313-318.en_US
dc.identifier.urihttps://arxiv.org/ftp/arxiv/papers/1106/1106.1852.pdf
dc.identifier.urihttp://hdl.handle.net/11212/4218
dc.language.isoenen_US
dc.publisherPublic Relations Reviewen_US
dc.subjectnon-profiten_US
dc.subjectnonprofiten_US
dc.subjectstakeholdersen_US
dc.subjectsocial mediaen_US
dc.subjectcommunication toolsen_US
dc.subjectresearchen_US
dc.titleEngaging Stakeholders through Twitter: How Nonprofit Organizations are Getting More Out of 140 Characters or Lessen_US
dc.typeArticleen_US

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