What is Social Media Strategy

Non-profit organizations are becoming aware of the resourcefulness of Web 2.0 in terms of user engagement, communication, collaboration, and fundraising. Nonetheless, within the context of these organizations, the full potential of Web 2.0 technologies remains unrealized. This chapter explores the aspects that contribute to the successful implementation of Web 2.0 in non-profit organizations by using a case study of an international non-profit entity. The case study is based on an online questionnaire that was distributed among the members of the organization. The findings place an emphasis on the importance of the user-friendliness of the application, the participation of the users, on the availability of relevant content, and on the existence of features to create/exchange content in a multiplicity of formats.