非营利组织社交媒体策略的三阶段金字塔模型

#研究分享#【非营利组织社交媒体策略的三阶段金字塔模型】1.接触受众,传递信息,教育公众。注重知识和信息的提供。2.保持话题热度,维持社区和支持者关系网对话题的兴趣。注重虚拟社区构建,以及机构与公众有效的互动和对话。3.动员号召采取行动。三个阶段的微博数量递减。这个模型以动员为导向,注重与相关利益群体的关系构建。研究结果显示微博是强有力的沟通工具,尤其是“公众教育”的不可或缺的工具。而动员的作用并没有很明显。

Tweeting Social Change: How Social Media Are Changing Nonprofit
Advocacy

Chao Guo and Gregory D. Saxton

School of Public&Environmental Affairs, Indiana University-Purdue University Indianapolis, Indianapolis,
IN, USA
Department of Communication, University at Buffalo, SUNY, Buffalo, NY, USA

Abstract
How are nonprofit organizations utilizing social media to engage in advocacy work? We address this question by investigating the social media use of 188 501 (c)(3) advocacy organizations. After briefly examining the types of social media technologies employed, we turn to an in一depth examination of the organizations' use of Twitter.This in-depth message一level analysis is twofold: A content analysis that examines the prevalence of previously identified communicative and advocacy constructs in nonprofits' social media messages; and an inductive analysis that explores the unique features and dynamics of social media-based advocacy and identifies new organizational practices and forms of communication heretofore unseen in the literature.

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Keywords
nonprofit advocacy, social media,Twitter, Facebook, new media, Internet, organizational communication, public relations

 

 

Nonprofit and Voluntary Sector Quarterly published online 8 January 2013
DOI: 10.1177/0899764012471585
The online version of this article can be found at:
http://nvs.sagepub.com/content/early/2013/01 /04/0899764012471585


1 条评论

  1. zhangzhenzhen说道:

    感谢分享,http://weibo.com/1711479641/AoUQohyUQ?mod=weibotime



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