Cases on Strategic Social Media Utilization in the Nonprofit Sector

Cases on Strategic Social Media Utilization in the Nonprofit Sector

Hugo Asencio (California State University – Dominguez Hills, USA) and Rui Sun (California State University – Dominguez Hills, USA)
Indexed In: SCOPUS
Release Date: February, 2015|Copyright: © 2015 |Pages: 375
ISBN13: 9781466681880|ISBN10: 1466681888|EISBN13: 9781466681897|DOI: 10.4018/978-1-4666-8188-0


Typically utilized by larger corporations, social media marketing and strategy is lacking in small and medium-sized nonprofit organizations. Although these organizations are beginning to incorporate this form of online communication, there is still a need to understand the best practices and proper tools to enhance an organization’s presence on the web.

Cases on Strategic Social Media Utilization in the Nonprofit Sector brings together cases and chapters in order to examine both the practical and theoretical components of creating an online social community for nonprofit organizations. The technologies discussed in this publication provide organizations with the necessary cost-effective tools for fundraising, marketing, and civic engagement. This publication is an essential reference source for practitioners, academicians, researchers, and advanced-level students interested in learning how to effectively use social media technologies in the nonprofit sector.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Brand Ambassadors
  • Civic Engagement
  • Civil Society Organizations
  • Friend Raising
  • Microblogging
  • Online Engagement
  • Peer-to-Peer Fundraising

Reviews and Testimonials

This book provides comprehensive information and real cases illustrating the policies and procedures for Non-Profit Organizations (NPOs) engaged in social media. More specifically, it not only provides the advantages for NPOs using social media, but also illustrates the help that stakeholders gain through thus building and sustaining relationships with their audiences, thereby facilitating the process of community building. Furthermore, this book can help stakeholders to understand the effectiveness of social media policies.

– Dr. Chia-Wen Tsai and Dr. Min-Ling Hung, Ming Chuan University, Taiwan

Editors Asencio and Sun present students, academics, researchers, and professionals working in a variety of contexts with a collection of case studies involving the strategic use of social media to advance the mission of a variety of nonprofits operating in a number of contexts. The editors have organized the eleven contributions that make up the main body of the text in five sections devoted to social media utilization and fundraising, social media utilization and advocacy, marketing and the use of social media, organizational learning and social media, and organizational capacity and social media.

– ProtoView Book Abstracts (formerly Book News, Inc.)

Table of Contents and List of Contributors

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Author(s)/Editor(s) Biography

Hugo Asencio is an Assistant Professor in the Department of Public Administration at California State University, Dominguez Hills. He holds a Ph.D. in Public Administration and Public Policy from Auburn University. Dr. Asencio also holds a Master's in International Relations and a Bachelor's in International Studies, both from Auburn University at Montgomery. His research focuses on public-sector ethics, management, human resource management, nonprofit organizations, and e-government. His work has appeared in Public Administration Quarterly, International Review of Public Administration, E-Government and Websites: A Public Solutions Handbook, Citizen 2.0: Public and Governmental Interaction through Web 2.0 Technologies, and PA Times. Dr. Asencio serves on the Board of Directors of Lunches for Learning, a nonprofit organization, and is serving a three-year term (2014-17) on the Chapter Council of the American Society for Public Administration Southern California Chapter. He teaches graduate courses in public-sector management, leadership, ethics, human resource management, and nonprofit management.
Rui Sun is an Assistant Professor in the Department of Public Administration at the California State University, Dominguez Hills (CSUDH). She received her Ph.D. in Policy Studies from the University of Maryland, College Park in 2009. Her research interests are in the area of fiscal federalism, state and local government finance, nonprofit financial management, and economic development. Her work has appeared in public administration, budgeting and finance journals, including Public Finance Review, American Review of Public Administration, Public Finance and Management, and Municipal Finance Journal. Dr. Sun also holds a Master of Public Administration (MPA) degree from Auburn University, a M.A. and a B.A. in International Relations from Peking University, Beijing, China. She worked as Assistant Professor at Georgia Southern University and University of Central Florida before joining in the CSUDH.