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Cat Videos for a Cause: A Nonprofit Social Media Marketing Case Study of the Central Brevard Humane Society

Cat Videos for a Cause: A Nonprofit Social Media Marketing Case Study of the Central Brevard Humane Society
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Author(s): Gayla Schaefer (Schaefer Freelance and Consulting, USA) and Leigh Nanney Hersey (University of Memphis, USA)
Copyright: 2015
Pages: 30
Source title: Cases on Strategic Social Media Utilization in the Nonprofit Sector
Source Author(s)/Editor(s): Hugo Asencio (California State University – Dominguez Hills, USA) and Rui Sun (California State University – Dominguez Hills, USA)
DOI: 10.4018/978-1-4666-8188-0.ch005

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Abstract

This chapter explores the progression of a mid-sized nonprofit organization, the Central Brevard Humane Society (CBHS), as it embraces social media as part of its marketing and communications strategies. This case study explores how CBHS has used Facebook to advance its mission despite experiencing common challenges faced by nonprofit organizations when using social media. CBHS was able to overcome some of these issues through solutions and opportunities that can be used by other mid-sized nonprofit organizations to better integrate social media into their own marketing and communications strategies.

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