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Understanding Nonprofit Organizations' Use of Social Networking Sites: An Examination of Management Factors

Understanding Nonprofit Organizations' Use of Social Networking Sites: An Examination of Management Factors
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Author(s): Qian Hu (School of Public Administration, University of Central Florida, Orlando, FL, USA) and Wanzhu Shi (School of Public Administration, University of Central Florida, Orlando, FL, USA)
Copyright: 2017
Volume: 4
Issue: 1
Pages: 16
Source title: International Journal of Public Administration in the Digital Age (IJPADA)
Editor(s)-in-Chief: Manuel Pedro Rodríguez Bolívar (Universidad de Granada, Spain)
DOI: 10.4018/IJPADA.2017010102

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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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