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Engaging stakeholders through social networking #

Richard D.Waters, Emily Burnett, Anna Lammb, Jessica Lucas. 2009.
Engaging stakeholders through social networking:
How nonprofit organizations are using Facebook. Public Relations Review 35, 102-106

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.


Category: Stakeholding | Views: 295 | Added by: nickyurchenko | Tags: Facebook, Nick Yurchenko, Richard Waters, social networking, stakeholding

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