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Civic Engagement Through Social Media: Strategic Stakeholder Management by High-Asset Foundations
Abstract
Civic engagement through social media is a strategy employed by nonprofits typically using one-way targeted information dissemination to stakeholder groups. Improving the quality of communities and ameliorating social problems sustain nonprofit foundation missions, suggesting that two-way dialogic communication inspiring action is preferable for effective civic engagement over one-way communication. Using Facebook content analyses for three types of foundations—community, corporate, and independent grant making foundations—the authors employ a Relationship Management Theory (RMT) approach to assess effective civic engagement. RMT emphasizes the organization's dynamic interactions with stakeholder publics (Ledingham, 2003). The authors code posts according to whether they ask stakeholders to act (e.g. - asking users to respond to a question or share information). Using a quantitative modeling approach, they determine whether posts requesting stakeholder action are more likely to result in stakeholder engagement with posts. They examine type of post- status updates, external links, and multimedia- to determine whether type of post is also related to civic engagement. Facebook data for 300 randomly sampled high asset-foundations were accessed using a social media analytics program. Overall, the authors find that private and corporate foundations are more likely to use social media on average. However, community foundations are more likely to use social media as a call to action. This study informs foundations and the larger nonprofit community on how to apply such techniques to their own organizations for continuous improvement in supporting their missions and civic engagement goals. This study is also germane to other types of nonprofit and public organizations seeking to increase stakeholder engagement with social media platforms.
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