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Foundations' Civic Engagement With Stakeholders: Leveraging Social Media Strategies

Foundations' Civic Engagement With Stakeholders: Leveraging Social Media Strategies
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Author(s): Sarah Maxwell (University of Texas at Dallas, USA)and Julia Carboni (Syracuse University, USA)
Copyright: 2018
Pages: 17
Source title: Innovative Perspectives on Public Administration in the Digital Age
Source Author(s)/Editor(s): Aroon P. Manoharan (University of Massachusetts – Boston, USA)and James McQuiston (Kent State University, USA)
DOI: 10.4018/978-1-5225-5966-5.ch002

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Abstract

Nonprofit organizations often adopt social media such as Facebook to encourage stakeholders to engage in the organizational mission. Calls to action via social media tend to reach subscribers who “like” or follow the organization via one-way communication. Researching effective approaches to dialogic communication, which asks followers to engage rather than observe, the authors focus on relationship management theory (RMT). RMT stresses organizational-stakeholder dynamic interactions. Using a quantitative modeling approach, the authors examine Facebook posts made by three different types of foundations (community, corporate, and independent) to determine how foundations call for stakeholder engagement. To date, few studies focus directly on types of posts and the response, or lack of response, to organizational messages via social media. Civic engagement requires action on the part of the stakeholder to address social problems. Defining participation and engagement varies by field and types of interaction. This research contributes to literature examining the “digital citizen.”

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