Earticle

초록

영어

Many nonprofits know they must use social media to engage in, and im-prove, stakeholder relations. However, knowing social media is valuable and using it in a beneficial and appropriate manner are two distinct matters. How can a nonprofit with very limited funding, scope, and human re-sources effectively utilize social media to strengthen public engagement and maintain mission alignment? By examining existing research and iden-tifying the key ways nonprofits are using social media, this study develops an understanding of the most impactful use of time, energy, and resources. The concepts and hypotheses culled from the review of relevant theoretical framework and past research are fleshed out in the real experiences of YouthServe, a Birmingham, Alabama nonprofit organization that creates and connects local youth to volunteer opportunities. YouthServe’s success in using various social media, to promote volunteerism and facilitate event planning, can guide other nonprofit organizations evaluating and striving to advance their own social media footprint.

목차

Abstract
 Introduction
 Literature Review
 Research Questions and Design
 Case Analysis and Research Findings
  Organization Background
  YouthServe’s Experiences with Social Media
  YouthServe’s Experience with EventBrite
 Conclusion and Discussion
 References

키워드

저자

• H. Daniel Xu [ Auburn University at Montgomery, Alabama, USA ]
• Alycia Jeong [ Alabama Partnership for Children, Alabama, USA ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  IJPGN [International Journal of Policy and Governance Networks]

• 간기

  반년간

• pISSN

  2288-2812

• eISSN

  2384-3837

• 수록기간

  2013~2015

• 십진분류

  KDC 300 DDC 300