Business and Management INK

Tweet All About It: Using Twitter as an Inexpensive Communication Tool

December 8, 2015 1384

Twitter BirdIn recent years, social media has changed the way that companies and customers interact. For many companies, social media platforms like Facebook and Twitter provide new avenues for marketing and customer service interaction at a relatively low-cost. For nonprofits in particular, social media seems to be an effective communication tool to cultivate relationships with stakeholders. In their article, “Twitter as a Communication Tool for Nonprofits: A Study of Sport-for-Development Organizations,” published in Nonprofit and Voluntary Sector Quarterly, Per G. Svensson of Louisiana State University, Tara Q. Mahoney of State University of New York at Cortland, and Marion E. Hambrick of University of Louisville delve into the ways that nonprofits utilize Twitter to reach out to stakeholders. Analyzing the tweets of nonprofit organizations, the authors set out to identify how social media can be used to promote a call for action among stakeholders.NVSQ_72ppiRGB_powerpoint

The abstract:

Previous research suggests sport-for-development organizations strategically aim to engage people through social media in hopes of generating increased offline support (Thorpe & Rinehart, 2013). Using the framework set forth by Lovejoy and Saxton (2012), the purpose of this study was to explore how nonprofit organizations use Twitter to disseminate information, build engagement, and facilitate action. A content analysis of 3,233 tweets revealed a larger proportion of interactive communication, yet one-way communication was the most common function. Overall, the use of social media to facilitate action among stakeholders was scarce, but the way organizations used Twitter to provide information, interact with followers, and create a call for action varied considerably among them. Interestingly, these differences were not associated with annual revenue, organizational age, targeted social issues, or number of countries of operation. This study has important theoretical and practical implications, and provides a first look at how sport-for-development organizations use Twitter.

You can read “Twitter as a Communication Tool for Nonprofits: A Study of Sport-for-Development Organizations” from Nonprofit and Voluntary Sector Quarterly for free by clicking here. Want to know about all the latest research from Nonprofit and Voluntary Sector Quarterly? Click here to sign up for e-alerts!

Business and Management INK puts the spotlight on research published in our more than 100 management and business journals. We feature an inside view of the research that’s being published in top-tier SAGE journals by the authors themselves.

View all posts by Business & Management INK

Related Articles

The Complexities of Making Key Career Decisions
Business and Management INK
February 27, 2024

The Complexities of Making Key Career Decisions

Read Now
Revolutionizing Management Research with Immersive Research Methods
Business and Management INK
February 26, 2024

Revolutionizing Management Research with Immersive Research Methods

Read Now
Good Governance, Strong Trust: Building Community Among an Australian City Rebuilding Project
Business and Management INK
February 8, 2024

Good Governance, Strong Trust: Building Community Among an Australian City Rebuilding Project

Read Now
A Black History Addendum to the American Music Industry
Insights
February 6, 2024

A Black History Addendum to the American Music Industry

Read Now
Organizational Learning in Remote Teams: Harnessing the Power of Games for Meaningful Online Exchanges

Organizational Learning in Remote Teams: Harnessing the Power of Games for Meaningful Online Exchanges

Could we make workplace online exchanges more meaningful, especially in the early weeks of global lockdowns when we still lacked the protocols for online interaction? This was the question the authors set out to investigate.

Read Now
Environmental and Social Sustainability Methods in Online and In-Person Shopping

Environmental and Social Sustainability Methods in Online and In-Person Shopping

Service firms are increasingly trying to make their offers more sustainable, but does the same solution work the same way both online and offline? And does it matter if the focus is on environmental or social sustainability?

Read Now
Revitalizing Entrepreneurship to Benefit Low-Income Communities

Revitalizing Entrepreneurship to Benefit Low-Income Communities

While entrepreneurship scholarship increasingly illustrates the limits of an individualized approach in commercial businesses, this thinking has not yet filtered through to how we strategize entrepreneurship in low income-areas.

Read Now
0 0 votes
Article Rating
Subscribe
Notify of
guest

This site uses Akismet to reduce spam. Learn how your comment data is processed.

0 Comments
Inline Feedbacks
View all comments