California State University, Dominguez Hills Professors discuss their new title and the application of social media in the non-profit sector

Dr. Hugo Asencio and Dr. Rui Sun Speak on "Cases on Strategic Social Media Utilization in the Nonprofit Sector"

By IGI Global on May 11, 2015
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.

In the title Cases on Strategic Social Media Utilization in the Nonprofit Sector, IGI Global editors Dr. Hugo Asencio and Dr. Rui Sun bring together cases and chapters in order to examine both the practical and theoretical components of creating an online social community for nonprofit organizations. The professors from California State University, Dominguez Hills recently took some time out of their busy schedules to speak with IGI Global on the changing state of social media and how it will impact the future for businesses in the non-profit sector.

Tell us about yourselves. How did you become involved in the study of social media in nonprofit organizations?

Based on our involvement with small nonprofits, we became interested in learning about how they could benefit from social media use. Compared to large nonprofits, smaller organizations lack the resources to engage in systematic fundraising, marketing, civic engagement, etc. Social media can provide a low-cost alternative for small nonprofits to engage their stakeholders.

Tell us a little about your book Cases on Strategic Social Media Utilization in the Nonprofit Sector. What are the most important issues addressed? What inspired you to edit this volume?

The book demonstrates the ways in which small and medium nonprofits have adopted, integrated, and used social media to achieve their goals and missions. Similar to larger nonprofits, smaller organizations also face challenges in the process. For example, they barely engage in two-way dialogue with their constituents; fear losing control of their messages; and are concerned with changes to their organizational culture and governance structure. Nonetheless, many of the organizations studied in the book were able to find ways to address their individual challenges and achieve successful outcomes.

Despite of the importance of the topic, there is little empirical research on whether, how, or why nonprofits use social media, especially in small and medium organizations. We sought to edit this book to fill this research gap.

What findings have you found most fascinating in your research of social media marketing as it applies to nonprofits?

One finding is that nonprofits must make a cultural shift in order to adopt social media as an effective marketing tool. Another one is that nonprofits need to be flexible in their adoption to new sociotechnical environments in order to achieve their marketing goals.

How do you see social media changing marketing for nonprofit and small organizations in the future?

To be better prepared for the uncertain web environment, nonprofits need to establish a significant presence on the web using both Web 1.0 and 2.0 technologies in order to gain traction in the more intuitive web and be ready for the impact of legal issues surrounding net neutrality. They also need to determine how they will continue to sustain their organizational relevancy with the advent of new web-based technologies.

Who could most benefit from your research findings?

This book is intended to serve as a reference for anyone interested in the theory and practice of social media utilization in the nonprofit sector. Specifically, it is relevant for academics interested in the study of social media in the nonprofit sector. The casebook is also relevant for working practitioners who seek to develop cost-effective strategies for using social media within their organizations. Further, the book is intended to be of value for advanced undergraduate and graduate students advancing in the field of nonprofit management.

Is there any message you would like to give to your readers as it pertains to your research?

While the information in the cases contained in this book is helpful and instructive for nonprofit staff and scholars, more systematic investigations are needed to better understand social media adoption and utilization in the nonprofit sector. Particularly, empirical research needs to focus on studying social media use in small and medium nonprofits. Systematic studies of these smaller organizations may help provide them with low-cost, effective strategies for implementing social media.

IGI Global Editor Travels To MyanmarDr. 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.

IGI Global Editor Travels To MyanmarDr. 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.
Browse for more posts in:
Media and CommunicationsSocial Sciences and HumanitiesHuman Aspects of TechnologySmall & Medium EnterprisesSocial ComputingBook SeriesBooks & E-BooksInterviewNorth AmericaAuthor NewsResources for InstructorsResources for LibrariansResources for Researchers

No comments Comments

Log in or sign up to comment.
Be the first to comment!

More from IGI Global

While initial clinical trials explore cannabinoids' cancer-fighting potential, more comprehensive studies are underway.
IGI GlobalRead More
Medical, Healthcare, and Life SciencesBooks & E-BooksResearch Trends
Peer Review Week 2023, held this year from September 25-29, marks a significant milestone in the world ethical academic publishing. This annual event, celebrated globally, brings together researchers, publishers, editors, and reviewers to highlight the pivotal role of peer review in maintaining the quality and integrity of academic research.
IGI GlobalRead More
JournalsOpen Access
IGI Global, a leading international academic publisher for over 35 years, is proud to announce the establishment of four new open access journals, adding to its distinguished portfolio of nearly 200 open access journals in their open access journal program.
IGI GlobalRead More
JournalsOpen Access
IGI Global and the Colorado School of Mines have formed a collaborative Open Access partnership, which enables the faculty at to contribute their research to IGI Global's extensive portfolio of nearly 200 journals, as part of the Open Access Journal Program.
IGI GlobalRead More
Open Access
The E-University Act and National Credit Framework are proposed solutions that transforms distance education in India by establishing legal structures for online universities and standardizing credit transfer...
IGI GlobalRead More
EducationVirtual Learning EnvironmentsWeb-Based Teaching & LearningResearch Trends
Bavarian Consortium, a leading library consortium across Germany, has negotiated with IGI Global to offer unparalleled, discounted e-Collections pricing to member libraries, including both perpetual and EBA options, enabling affordable access to the most pressing and in-demand research.
IGI GlobalRead More
Library Collaboration
These transdisciplinary experts will discuss innovative, evidence-based uses of AI in online learning environments. The webinar will be held on August 29th at 7 pm EST.
IGI GlobalRead More
EducationAdult LearningWebinarAuthor News
Securing funding for open access processing charges (APCs) is of paramount importance when considering the submission of a manuscript to an open access publication like one of IGI Global’s nearly 200 open access journals included in their Open Access Journal Program.
IGI GlobalRead More
JournalsArticlesOpen Access
First Previous 1 2 3 4 5 6 7 8 9 10  ... Next Last