Tweet All About It: Using Twitter as an Inexpensive Communication Tool

Twitter BirdIn recent years, social media has changed the way that companies and customers interact. For many companies, social media platforms like Facebook and Twitter provide new avenues for marketing and customer service interaction at a relatively low-cost. For nonprofits in particular, social media seems to be an effective communication tool to cultivate relationships with stakeholders. In their article, “Twitter as a Communication Tool for Nonprofits: A Study of Sport-for-Development Organizations,” published in Nonprofit and Voluntary Sector Quarterly, Per G. Svensson of Louisiana State University, Tara Q. Mahoney of State University of New York at Cortland, and Marion E. Hambrick of University of Louisville delve into the ways that nonprofits utilize Twitter to reach out to stakeholders. Analyzing the tweets of nonprofit organizations, the authors set out to identify how social media can be used to promote a call for action among stakeholders.NVSQ_72ppiRGB_powerpoint

The abstract:

Previous research suggests sport-for-development organizations strategically aim to engage people through social media in hopes of generating increased offline support (Thorpe & Rinehart, 2013). Using the framework set forth by Lovejoy and Saxton (2012), the purpose of this study was to explore how nonprofit organizations use Twitter to disseminate information, build engagement, and facilitate action. A content analysis of 3,233 tweets revealed a larger proportion of interactive communication, yet one-way communication was the most common function. Overall, the use of social media to facilitate action among stakeholders was scarce, but the way organizations used Twitter to provide information, interact with followers, and create a call for action varied considerably among them. Interestingly, these differences were not associated with annual revenue, organizational age, targeted social issues, or number of countries of operation. This study has important theoretical and practical implications, and provides a first look at how sport-for-development organizations use Twitter.

You can read “Twitter as a Communication Tool for Nonprofits: A Study of Sport-for-Development Organizations” from Nonprofit and Voluntary Sector Quarterly for free by clicking here. Want to know about all the latest research from Nonprofit and Voluntary Sector Quarterly? Click here to sign up for e-alerts!

This entry was posted in Nonprofits, Relationships, Social Marketing, Social Media, Uncategorized and tagged , , , , , , , by Cynthia Nalevanko, Editor, Management INK. Bookmark the permalink.

About Cynthia Nalevanko, Editor, Management INK

Founded in 1965, SAGE is the world’s leading independent academic and professional publisher. Known for our commitment to quality and innovation, SAGE has helped inform and educate a global community of scholars, practitioners, researchers, and students across a broad range of subject areas. With over 900 employees globally from principal offices in Los Angeles, London, New Delhi, Singapore, and Washington DC, our publishing programme includes more than 560 journals and over 800 books, reference works and databases a year in business, humanities, social sciences, science, technology and medicine. Believing passionately that engaged scholarship lies at the heart of any healthy society and that education is intrinsically valuable, SAGE aims to be the world’s leading independent academic and professional publisher. This means playing a creative role in society by disseminating teaching and research on a global scale, the cornerstones of which are good, long-term relationships, a focus on our markets, and an ability to combine quality and innovation. Leading authors, editors and societies should feel that SAGE is their natural home: we believe in meeting the range of their needs, and in publishing the best of their work. We are a growing company, and our financial success comes from thinking creatively about our markets and actively responding to the needs of our customers.

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