Citation

Challenges and Opportunities for Puerto Rican Nonprofit Organizations

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Abstract:

Nonprofit organizations play an important role in Puerto Rico, but they suffer from lack of money to operate effectively due to the economic crisis and the government's inability to meet the demands of society. This implies a challenge for communication managers in the creation of cost-effective strategies. We must recognize that social media is very important since the advent of the internet revolution. One cannot deny that technology influences all process in communication offices.

For companies, it is extremely beneficial to have a presence on social networks. According to Beinhauer (2010), the creation of a Facebook page or a Twitter account is extremely affordable and is handled quite easily. In the same line, Williams (2008) notes that it is important to integrate these tools as part of a strategic communication process because:

• sharing company information provides transparency;
• the information that is published can be controlled;
• It allows sharing knowledge of others
• democratizes the information; and
• enables conversations between publics

In addition, having a presence in any social networks benefits public relations strategies due to it helps organizations to publish press releases and all the processing that must be done in times of crisis.

This research aims to describe how Puerto Rican nonprofit organizations use social media as a strategic tool for communication with stakeholders. A content analysis of the official accounts on Facebook and Twitter was performed during September 2014. Preliminary results shows that nonprofit organizations do not take advantage of the benefits offered by social networks, like advertising of the organization, announcement of fundraising activities, and information regarding their objectives. It seems that these organizations need social media specialist personnel to take charge of the communication.


References

Beinhauer, M. (2010). REVOLUTION 2.0 -- ORGANIZATIONAL IMPACT OF SOCIAL MEDIA ON SOCIETY AND ENTERPRISES. XI International Scientific Conference: Individuals, Society, State In Changing Economic Circumstances, 10-14.

Williams, T., & Williams, R. (2008). Adopting social media: Are we leaders, managers or followers?. Communication World, 25(4), 34-37.
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Association:
Name: International Communication Association 65th Annual Conference
URL:
http://www.icahdq.org


Citation:
URL: http://citation.allacademic.com/meta/p982970_index.html
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MLA Citation:

Soto-Velez, Ivette. "Challenges and Opportunities for Puerto Rican Nonprofit Organizations" Paper presented at the annual meeting of the International Communication Association 65th Annual Conference, Caribe Hilton, San Juan, Puerto Rico, <Not Available>. 2018-02-14 <http://citation.allacademic.com/meta/p982970_index.html>

APA Citation:

Soto-Velez, I. "Challenges and Opportunities for Puerto Rican Nonprofit Organizations" Paper presented at the annual meeting of the International Communication Association 65th Annual Conference, Caribe Hilton, San Juan, Puerto Rico <Not Available>. 2018-02-14 from http://citation.allacademic.com/meta/p982970_index.html

Publication Type: Session Paper
Abstract: Nonprofit organizations play an important role in Puerto Rico, but they suffer from lack of money to operate effectively due to the economic crisis and the government's inability to meet the demands of society. This implies a challenge for communication managers in the creation of cost-effective strategies. We must recognize that social media is very important since the advent of the internet revolution. One cannot deny that technology influences all process in communication offices.

For companies, it is extremely beneficial to have a presence on social networks. According to Beinhauer (2010), the creation of a Facebook page or a Twitter account is extremely affordable and is handled quite easily. In the same line, Williams (2008) notes that it is important to integrate these tools as part of a strategic communication process because:

• sharing company information provides transparency;
• the information that is published can be controlled;
• It allows sharing knowledge of others
• democratizes the information; and
• enables conversations between publics

In addition, having a presence in any social networks benefits public relations strategies due to it helps organizations to publish press releases and all the processing that must be done in times of crisis.

This research aims to describe how Puerto Rican nonprofit organizations use social media as a strategic tool for communication with stakeholders. A content analysis of the official accounts on Facebook and Twitter was performed during September 2014. Preliminary results shows that nonprofit organizations do not take advantage of the benefits offered by social networks, like advertising of the organization, announcement of fundraising activities, and information regarding their objectives. It seems that these organizations need social media specialist personnel to take charge of the communication.


References

Beinhauer, M. (2010). REVOLUTION 2.0 -- ORGANIZATIONAL IMPACT OF SOCIAL MEDIA ON SOCIETY AND ENTERPRISES. XI International Scientific Conference: Individuals, Society, State In Changing Economic Circumstances, 10-14.

Williams, T., & Williams, R. (2008). Adopting social media: Are we leaders, managers or followers?. Communication World, 25(4), 34-37.


 
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