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Empowered and engaged: Exploring social media best practices for nonprofits
Journal of Digital & Social Media Marketing,
1
(4),
391-403
(2014)
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.
Keywords: nonprofit organisations; fundraising; engagement; measurement; eWOM
The full article is available to subscribers to the journal.
Author's Biography
Frauke Hachtmann is a professor at the University of Nebraska-Lincoln College of Journalism and Mass Communications. Her current research explores the strategic use of emerging media in sports media and communication and how gender is constructed in sport. She has published in the Journal of Digital and Social Media Marketing, the International Journal of Sport Communication, the Journal für Sportkommunikation und Mediensport, the Journal of General Education, Advertising & Society Review, the International Journal of Learning, and the Journal of Advertising Education. Prior to her academic appointment she was a media buyer, editor, and graphic designer for the University of Nebraska Athletic Department as well as a sales promotions manager in Germany. She holds a Ph.D. in educational studies, an MBA with an emphasis in international business, an MA in journalism, a bachelor degree in advertising, and is a certified online instructor. Frauke is an editorial board member of the Journal of Digital and Social Media Marketing, the International Journal of Sport Communication, the Journal of Advertising Education, and the Journalism and Mass Communication Educator.
