![Sample our Economics, Finance,Business & Industry journals, sign in here to start your access, latest two full volumes FREE to you for 14 days]({"type":"image" , "src" : "/sda/5931/TOC-Subject-Sample-2021-Economics-Finance-Business-Industry.jpg"})
ABSTRACT
Social media has become an important part of public relations for nonprofit organizations. Social media has the potential to engage stakeholders and constituents of nonprofit organizations. However, little scholarly attention has been focused on how users react to social media posts by nonprofit organizations. To enhance understanding of how organizational social media activity affects users’ engagement, this study examines Facebook and Twitter utilization and user response of nonprofit advocacy groups. The analysis reveals that users respond differently to stimuli across platforms.
Notes
1. For example, to identify groups in New Jersey, “New Jersey” was included in the search parameters.
2. This served primarily to weed out groups that do not engage in advocacy but merely serve as a meeting place for enthusiasts, usually gun ranges.
3. Since these data were collected, Twitter has now updated to add a count for @replies meaning this data is calculable for future studies.