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Not-for-profit digital and social media strategy — From zero to hero: Case study of Special Olympics Australia

Author

Listed:
  • Wilson, Peter
  • Mcneilly, Alex

Abstract

Special Olympics Australia, a not-for-profit organisation that transforms the lives of people with an intellectual disability through weekly participation in sport, required an integrated approach to digital and social media communications to engage diverse target audiences. Aligning with national strategic objectives, digital and social media needed to move from the one-way delivery of information, to broader objectives of informing, communicating, engaging and inspiring. Particularly relevant for remote events, digital and social media channels provide timely information and support where traditional channels are unavailable. A focused approach across multiple platforms has seen increased engagement and reach with all stakeholder groups.

Suggested Citation

  • Wilson, Peter & Mcneilly, Alex, 2013. "Not-for-profit digital and social media strategy — From zero to hero: Case study of Special Olympics Australia," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 1(3), pages 228-235, December.
    • Handle: RePEc:aza:jdsmm0:y:2013:v:1:i:3:p:228-235
    as

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    More about this item

    Keywords

    not-for-profit; social media; disability; engagement; strategy; community; sport;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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