Engagement in social networks: a multi-method study in non-profits organizations

Klafke, Renata; Gomes, Paulo Morilha Lanzarini; Mendonça, Demétrio; Didonet, Simone Regina; Toaldo, Ana Maria Machado

doi:10.1007/s12208-020-00273-0

Cited by 8 publications

(7 citation statements)

References 72 publications

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“…Nearly half of the microvlogs (46%) primarily engaged in community building. This finding indicates that the function of microvlogging on TikTok is different from microblogging on Twitter and Facebook, where the primary functions are information sharing or action (Campbell & Lambright, 2020; Klafke et al, 2021).…”

Section: Findings: Social Media Engagement Via Microvloggingmentioning

confidence: 99%

“…On Facebook, information sharing garners the most attention from followers (measured through likes, comments, and shares). Though the most common post type in Klafke et al's study-action-oriented posts-garnered the least engagement (Klafke et al, 2021). If nonprofits want to engage with stakeholders in dialogic communication, microblogging is unfit because its affordances are not as conducive to the back-and-forth communication necessary for community building as operationalized in the framework.…”

Section: Theoretical Framework: Hierarchy Of Nonprofit Social Media E...mentioning

confidence: 99%

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Engaging stakeholders on TikTok: A multi‐level social media analysis of nonprofit Microvlogging

Wiley

Schwoerer

Richardson

et al. 2022

Public Administration

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Nonprofits are slow adopters of new social media platforms, yet many have joined TikTok. Successful microvlogging on sites like TikTok, Instagram, and SnapChat requires different types of engagement than microblogging on sites like Facebook and Twitter. The authors conduct a mixed‐method social media analysis to answer three questions: Do microvlogs support traditional social media functions? How are nonprofits engaging with stakeholders through microvlogging? Which function in the hierarchy of engagement framework best engages stakeholders? The authors qualitatively coded 1160 microvlogs on TikTok from 58 nonprofits. The qualitative dataset was merged with TikTok metadata to capture quantitative measures of user engagement. Findings indicate nonprofits employ community‐building strategies more than information‐sharing and action strategies. Users engage more often with the nonprofits' community‐building microvlogs. The authors conclude that nonprofits adapt their strategy to more effectively engage stakeholders when microvlogging, which suggests there may be a “new hierarchy” of engagement for microvlogging platforms.

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Section: Findings: Social Media Engagement Via Microvloggingmentioning

confidence: 99%

Section: Theoretical Framework: Hierarchy Of Nonprofit Social Media E...mentioning

confidence: 99%

Engaging stakeholders on TikTok: A multi‐level social media analysis of nonprofit Microvlogging

Wiley

Schwoerer

Richardson

et al. 2022

Public Administration

View full text Add to dashboard Cite

show abstract

“…The microblog type that garners the most attention on Facebook (measured through likes, comments, and shares) is informationsharing. Action-oriented microblogs gain the least attention despite being the most commonly posted type (Klafke et al, 2021). However, action-oriented messaging is more productive for larger interest groups (Figenschou & Fredheim, 2020).…”

Section: Literature Review Social Media Outputs and Outcomesmentioning

confidence: 99%

Forging Connections: Nonprofits, TikTok, and Authentic Engagement – A Mixed-Methods Study

DeMasters,

Morgan,

Schwoerer

et al. 2024

J. Public Nonprof Aff.

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TikTok, a social media platform designed for sharing short videos (“microvlogs”), provides an opportunity to learn how nonprofits adapt and implement social media strategies. Similarly, exploring nonprofits’ behavior on TikTok is useful for analyzing the impact that strategy has on the content nonprofits produce and user engagement. Using a mixed-methods design, this study analyzed data from 29 interviews and 575 microvlogs to answer three questions. First, how are nonprofits incorporating microvlogging into their social media strategy? Second, applying the hierarchy of engagement framework, do nonprofits produce social media content aligned with their expressed strategy? Finally, does alignment between strategy and output affect user engagement? The findings indicate that, unlike Facebook and Twitter/X, nonprofits on TikTok harness community-building content to facilitate information sharing and action. Strategy-output alignment significantly increases user engagement, but only for community-building content. Thus, social media strategy may be less important than authenticity on TikTok.

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“…Social media and networks have also proved to be useful for fostering social interaction between fundraisers and potential donors that lead to reinforce the engagement and build lasting relationships benefiting both, promoters organizations and target audiences (Guidry et al, 2014;Shawky et al, 2019;Kuo et al, 2017;Klafke et al, 2021;Seyla & Miranti, 2021). From humanized DCF platforms with the help of social media, and specifically through the use of embedded share functions, potential donors will help to spread DCF campaigns, sharing them from their own social media and networks such as Facebook and Twitter, and allowing others to visit the campaigns' site in order to raise both awareness and contributions (Choy & Schlagwein, 2016;Snyder et al, 2016;Berliner & Kenworthy, 2017).…”

Section: Campaign Spreadabilitymentioning

confidence: 99%

“…Similarly, further studies could also test these comments, interactions, and reactions in social media as moderator variables for campaigns' success. These future research streams could be useful, on the one hand, to contribute to the still scarce emerging literature on the impact that information communication through social media has on donations and on engagement behavior (Han, 2021;Klafke et al, 2021); and, on the other, they could help determine the extent to which two-way online interactions (between donors and fundraisers) through online dialog in social media can increase the efficiency of online accountability practices (Seyla & Miranti, 2021) and, by extension, the likelihood of the campaigns succeeding.…”

Section: Limitations and Further Researchmentioning

confidence: 99%

When the winner takes it all: online campaign factors influencing the success of donation-based crowdfunding for charitable causes

Salido-Andrés

Rey‐García

Álvarez-González

et al. 2021

Int Rev Public Nonprofit Mark

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This research explores the extent to which campaign factors may influence the success of donation-based crowdfunding (DCF) promoted online with social purposes. Factors that may explain the success of online fundraising campaigns for social causes are firstly identified from previous literature and linked to DCF campaigns through a set of hypotheses: disclosure, imagery, updating, and spreadability. Following, their explanatory capacity is measured through quantitative analysis (logistic regression) based on 360 all-or-nothing campaigns fostered by nonprofits through an online platform. Results confirm the high explanatory capacity of determinants related to the updating and spreadability of the campaign. However, factors related to the disclosure and imagery do not influence their success. This research suggests that the success of online campaigns is closely related to share and update transparent information of those details that contributors deem relevant. Implications are drawn for the effective technical design and management of DCF campaigns channeled through digital media, and specifically for the engagement with potential online communities of funders in digital platforms.

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Engagement in social networks: a multi-method study in non-profits organizations

Cited by 8 publications

References 72 publications

Engaging stakeholders on TikTok: A multi‐level social media analysis of nonprofit Microvlogging

Engaging stakeholders on TikTok: A multi‐level social media analysis of nonprofit Microvlogging

Forging Connections: Nonprofits, TikTok, and Authentic Engagement – A Mixed-Methods Study

When the winner takes it all: online campaign factors influencing the success of donation-based crowdfunding for charitable causes

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