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Empowered and engaged: Exploring social media best practices for nonprofits

Author

Listed:
  • Warner, Tessa
  • Abel, Alexis
  • Hachtmann, Frauke

    (University of Nebraska-Lincoln, College of Journalism and Mass Communications, USA)

Abstract

Although nonprofits see value and potential in social media, many have not yet mastered social media and harnessed their full potential. This phenomenological study sought to identify the best social media strategies and tactics for effectively engaging existing and potential donors, volunteers and stakeholders, according to social media nonprofit professionals. Six themes emerged: listening to the audience; engaging instead of fundraising; sharing relevant, valuable and actionable content; being honest, accessible and responsive; using social media as part of a multi-channel strategy; and that measuring is mandatory.

Suggested Citation

  • Warner, Tessa & Abel, Alexis & Hachtmann, Frauke, 2014. "Empowered and engaged: Exploring social media best practices for nonprofits," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 1(4), pages 391-403, February.
    • Handle: RePEc:aza:jdsmm0:y:2014:v:1:i:4:p:391-403
    as

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    More about this item

    Keywords

    nonprofit organisations; fundraising; engagement; measurement; eWOM;
    All these keywords.

    JEL classification:

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

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