From adapting to adoption: Social Media Use by Small-to-medium- sized Human Service Nonprofits

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FromadaptingtoadoptionSocialmediausebysmalltomediumsi.pdf (878.95 KB)

Links to Files

https://digitalcommons.unomaha.edu/srcaf/2019/Schedule/89/

Permanent Link

http://hdl.handle.net/11603/40894

Collections

UMBC Emergency and Disaster Health Systems
UMBC Faculty Collection

Author/Creator

Author/Creator ORCID

https://orcid.org/0000-0002-2226-2293

Date

2019-03-01

Type of Work

presentations (communicative events)
Text

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Program

Citation of Original Publication

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This item is likely protected under Title 17 of the U.S. Copyright Law. Unless on a Creative Commons license, for uses protected by Copyright Law, contact the copyright holder or the author.

Subjects

UMBC Disaster Health Research Lab

Abstract

This exploratory research focuses on small-to-medium-sized nonprofit organizations’ social media use. In-depth interviews with nonprofit leaders helped to understand their perceptions of social media in order to explain why nonprofit organizations and their leaders decide to adopt and use social media, the strategies developed for doing so, and the barriers encountered in the adoption/utilization processes. It finds that most of the leaders of small-to-medium sized organizations see social media as a supplementary way for organizational activities, with limited visions of how to use social media to engage with the constituencies and to advance their organizational goals.