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Understanding Nonprofit Organizations' Use of Social Networking Sites: An Examination of Management Factors
Abstract
This study examined how nonprofit organizations use social networking sites to enhance stakeholder relations and what organizational management factors may contribute to the effective use of social networking sites. Local nonprofit organizations in the Central Florida area were surveyed. The authors found that the strategic use of social networking sites can better foster online connections between nonprofit organizations and their stakeholders. Organizational managerial decisions can have a great impact on how effectively organizations use their social networking sites.
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