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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 Scientific Publishing 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.

Dr. 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.

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Dr. 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.

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