Here is a list of seven resources for practitioners to use for developing a social media strategy for a nonprofit organization. Many nonprofit organizations have unique communication needs, stakeholder demographics, and available resources. As a result, they have different social media needs than their for-profit counterparts. These resources offer a range of journal articles from issue framing and landscape examine, to practical tools that social media practitioners can utilize to help kick-start their strategic planning. It is worth noting that while social media strategy development and coffee consumption are not necessarily synchronous, they do compliment each other nicely.
This 2014 study by the University of Nebraska-Lincoln identifies social media strategies for engaging donors, volunteer, and stakeholders. While this report is several years old, it provides themes for social media best practices for non-profit organizations that are still relevant today.
This 2017 article from the Journal of Management Policy and Practice outlines the social media engagement efforts that successful nonprofits utilize and provides recommendations for developing effective social media plans.
This 2015 article from the Journal of Public and Nonprofit Affairs uses the public management relationship theory to look at how nonprofit organizations can effectively engage their audience in two-way communication. They suggest that merely having an online presence is not sufficient for effective engagement.
While a bit outdated (written in 2012), this article from the Journal of Computer-Mediated Communication provides a valuable look at the early history of "microblogging" and its use by nonprofit organizations.
This is a practical guide created by the Canadian Coalition for Global Health Research on social media basics, how to design a strategy, and how to effectively manage your platforms.
To create an effective strategy, one must consider their stakeholders and how to best reach and interact with them. This article, published in the Journal of Nonprofit and Public Sector Marketing, delves into how stakeholders react to social media posts by nonprofit organizations.
Yes, we do need to talk about ethics. The title of this article - "The Ethical Frameworks of Social Media Policies Among U.S. Nonprofit Organizations: Legal Expectations, Dialogic Prescriptions, and Dialectical Model" - is self-explanatory and provides an important examination of how to create ethical social media policies.
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