Since social networking sites, such as MySpace and Facebook, began allowing organizations
to create profiles and become active members, organizations have started incorporating these strategies into their public relations programming. Profitable
organizations have used these sites to help to launch products and strengthen
their existing brands; however, little is known about how nonprofit organizations are taking advantage of the social networking popularity. Through the content analysis of 275 nonprofit
organization profiles on Facebook, this study examines how these new social
networking sites are being used by the organizations to advance their organization’s mission and programs.