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Engaging Stakeholders via Twitter: A Content Analysis of Nonprofit Organizations’ Tweets

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Abstract:

Twitter allows users from across the globe to share information through real-time short messages. As the most often used social networking site, it has garnered significant attention from both individuals and organizations. More than 25,300 nonprofits are using Twitter to interact with their stakeholders. The current popularity of Twitter, however, has not been recognized by the relevant research. Little is known about how nonprofits are taking advantage of this social networking tool. This article employs a content analysis of nonprofits’ tweets to examine how nonprofits use Twitter and whether the uses change with respect to their function and mission.
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Association:
Name: ARNOVA Annual Conference
URL:
http://www.arnova.org


Citation:
URL: http://citation.allacademic.com/meta/p581998_index.html
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MLA Citation:

Sai, Na. "Engaging Stakeholders via Twitter: A Content Analysis of Nonprofit Organizations’ Tweets" Paper presented at the annual meeting of the ARNOVA Annual Conference, Hyatt Regency Indianapolis, Indianapolis, IN, Nov 14, 2012 <Not Available>. 2014-12-11 <http://citation.allacademic.com/meta/p581998_index.html>

APA Citation:

Sai, N. , 2012-11-14 "Engaging Stakeholders via Twitter: A Content Analysis of Nonprofit Organizations’ Tweets" Paper presented at the annual meeting of the ARNOVA Annual Conference, Hyatt Regency Indianapolis, Indianapolis, IN <Not Available>. 2014-12-11 from http://citation.allacademic.com/meta/p581998_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Twitter allows users from across the globe to share information through real-time short messages. As the most often used social networking site, it has garnered significant attention from both individuals and organizations. More than 25,300 nonprofits are using Twitter to interact with their stakeholders. The current popularity of Twitter, however, has not been recognized by the relevant research. Little is known about how nonprofits are taking advantage of this social networking tool. This article employs a content analysis of nonprofits’ tweets to examine how nonprofits use Twitter and whether the uses change with respect to their function and mission.


Similar Titles:
Facebook and Nonprofit Organizations: A Content Analysis

A Tale of Many Tweets: How Stakeholders Respond to Nonprofit Organizations’ Tweets


 
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